[营销星球]万博宣伟：传播和营销高管眼中的CEO行动力

Increasingly,CEOsarespeakingoutpubliclyandtakingstandsoncontroversialissues.CEOsnowhaveatrackrecordofspeakingupaboutsocial,politicalandenvironmentalissues,suchasclimatechange,genderpayequity,same-sexmarriage,immigration,guncontrolanddiscrimination.AftertrackingtheAmericanpublic’sperspectivesonCEOactivismsince2016,wedecidedtosamplecommunicationsandmarketingexecutivesintheUS,UKandChinatounderstandhowcompaniesperceivetheirownCEOs’activismandwhatcompaniesaredoingtopreparetorespondtohot-buttonsocietalissues.CEOActivism:InsideComms&Marketingisthethirdreportissuedinthe2018annualCEOactivismpollconductedbyWeberShandwickinpartnershipwithKRCResearch.CEOActivismin2018:ThePurposefulCEOfocusedonAmericanconsumeropinionsaboutCEOactivism,andCEOActivismin2018:TheTechEffectfocusedontheperspectivesoftechnologyprofessionalsinsevenglobalmarkets.2I