In the past, corporate communications generally (in larger organisations) came through departments or staff that were specialised in that area. The company’s brand was developed and maintained using a variety of methods, including PR. The messages that were produced were tailored to portray a certain image of the organisation.

With the prevalence of blogs, message boards and social networks, those in companies (including the Owners / Directors / CEOs) can bypass formal communication channels. Doing so can have a range of positive effects. By interacting with the public and their customers, companies can give insights into their culture, processes, and attitudes to customer service. These types of interaction create transparency and build relationships with current, and potential, customers in ways that could not be accomplished using “traditional” communication methods.

On the other hand, should the Company Head have little to offer in the way of insights, portray a poor vision of the company’s culture & attitudes, or interact negatively with the public, the effects can be extremely detrimental. As in all walks of life, there are those whose strength is not communication. While they may be excellent at running their company, interacting with customers may not be a skill they have. The absence of such skills can be particularly telling when dealing with negative feedback or interactions. In such cases, the negative impact of the head of a company engaging in public disputes can be extremely damaging to their public image. A number of recent cases in Ireland have highlighted this, with the effects now being evident for anyone who Googles the names of the companies involved.

Should those in companies, including owners & CEOs, engage with users in a professional capacity on blogs, message boards, or social network sites, it would be wise to remember that it is not a one-to-one conversation. Instead, any disputes or negative comments can (and likely will) be found by potential customers in the future. While negative comments are often unavoidable, the approach taken in dealing with them is important, for example, providing considered responses, rather than abrupt reactions to negative comments, and taking criticisms on board are both useful. Doing so provides not only a source of information on how products or services can be improved, but also portrays a positive image of the company.