More thoughts on CEO involvement in PR!

I just wanted to piggyback a little off of the in-class discussion from this past Monday class. I think its essential to the company that the CEO is trainable, speaks professionally and has the poise and charm that is needed when situations arise where public speaking is necessary. I think Steve Jobs is the perfect example of a CEO that didn't have the etiquette needed, and his arrogance and avoidance of public concern caused a huge backlash to Apple, Inc. Even though it seemed a little rehearsed, the public apology that was shown in class on youtube was a great example of the CEO stepping up to forefront while the company was under scrutiny. This is the kind of action that should be taken by all CEO's, so that the public has a direct connection to the face of the company.