The Board Report
Planning your CEO branding in 2026
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Across nearly every industry study and 2026 prediction, one pattern is unmistakable: CEO and executive communication is no longer optional, episodic, or reactive. It is a strategic asset that directly shapes your organization’s reputation, valuation, and stakeholder trust.
As you continue to assemble your strategic plans for 2026, The Communications Board’s CEO Branding Plans can help your leaders craft their voice and build an executive presence without performative “thought leadership.” For moments that require higher-touch guidance, our Advisory Services offer targeted, as-needed support.
The Currency of Influence
In this featured Chief Influencer® episode, Dr. Jean Accius explores how influence is earned through trust, access, and authentic leadership. As CEO of Creating Healthier Communities, Accius’ conversation about his experience provides a timely perspective for CEOs navigating visibility, stakeholder expectations, and ethical leadership in complex environments.
Explore more episodes featuring Chief Influencer® award winners
Chief Influencer® is a program sponsored by The Communications Board that was created in 2023. It is designed to recognize senior leaders whose influence extends beyond title or role and is demonstrated through sustained impact, credibility, and strategic communication.
Industry Highlights
Leadership language on social media doesn’t work the way CEOs think
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A study analyzing 24,719 posts from 172 Fortune 500 CEOs on X found that positive emotional language and exclusive wording (“we,” “us”) actually reduced sharing, while content-rich posts, replies that invite dialogue, and language signaling psychological closeness increased engagement.
In Practice: CEOs should avoid overly polished, feel-good messaging on social media. Posts that offer substance, invite conversation, and create proximity with audiences are more likely to be shared and trusted.
Explore the full study
The leadership test no one wants: delivering bad news
Leaders who communicate bad news with clarity, empathy, and accountability preserve trust. This holds true even when outcomes are unfavorable.
In Practice: CEO messaging during downturns defines long-term reputation more than success announcements.
How CEO emotional expression affects public reaction during a crisis
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A new study tested how a crisis and a CEO’s emotional expression (anger vs. shame) shape public expectations to punish or forgive an organization. The core finding: product-harm crises triggered significantly higher punishment and lower forgiveness than moral-harm crises.
In Practice: In safety, contamination, recall, or reliability crises, CEOs should be cautious with anger. Audiences may read it as defensiveness. Prioritize language and delivery that signals sincerity, accountability, and humility, supported by clear corrective action.
CEO leadership shapes whether employees speak up, stay silent
This study of full-time U.S. employees finds that CEOs who demonstrate authentic leadership and leadership through social advocacy are more likely to inspire employees to engage in prosocial voice.
In Practice: When executives communicate with authenticity and values alignment, they encourage thoughtful participation while reinforcing trust, discretion, and shared responsibility across the organization.
Succession planning fails without communication foresight
Recent research highlights how organizations undermine succession plans by failing to prepare incoming leaders for public visibility and narrative ownership.
In Practice: Executive communication readiness should begin well before leadership transitions.
Thank you for reading this month’s The Board Report. Forward to a colleague, share feedback, and stay tuned for December’s research roundup.
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