CEO Communication and Reputation in the Czech Republic: An Inspiration for Czech SMEs

The article endeavours to explain approaches to strategic communication by chief executive officers (CEOs) and other executives. A CEO's good communicative capabilities can have a positive impact on both corporate reputation and the efficiency of the organization as such. Supporting the reputation of the company through appropriate CEO communication should be a key goal of communication professionals in large companies as well as in small and medium-sized enterprises (SMEs). This article uses data from the European Communication Monitor (ECM), which is a unique and largest transnational survey on communication management. The critical overview of this survey, carried out among communication professionals in the Czech Republic, describes the Czech approach to CEO strategic communication, and may be an inspiration for SMEs in the Czech Republic.