Is This the Right Time to Use Your CEO as a Spokesperson?

Posted on | October 1, 2008 |

By Holly Buchanan

I’m watching a news channel, hearing story after story about the mess on Wall Street and the unchecked greed of so many of these companies.  There’s heated talk about allowing these CEO’s and top executives to retain huge golden parachute packages despite running their companies into the ground. It brings back visions of Enron and Tyco and all the other corrupt CEOs.

And then, on comes a commercial for Sprint with CEO Dan Hesse.

I wanted to throttle his smug face.

A slight over-reaction?  Perhaps.   But right now, CEOs have lost all credibility with me.   I have a feeling I’m not alone.

Both men and women are concerned about ethics.  Some say women may be more ethical than me, but studies have been inconclusive.  But make no mistake, women are concerned with the behavior of companies and their executives.   I believe it’s risky business right now to use your CEO as a spokesperson.   Even if you are a reputable company.   And, I know this is politically incorrect, but especially if he is a white male.

And it’s too bad for Sprint, because the service their CEO is talking about would be perfect for women.    It’s called Ready Now.  Bring your phone into a Sprint store and they’ll set everything up for you and show you how to use the phone.  It’s a terrific service that women will love.  But will they relate to this “talking head” company executive?  I didn’t.

Sorry Sprint, you lost me at “CEO.”

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