During the PR & Communication Summit 2023, the market research agency iSense Solutions launched the CEOs Power Report, a comprehensive material that analyzes the perception of Romanians in urban areas on how company leaders communicate online and what is their image.
The research focused on analyzing qualitatively and quantitatively how leaders communicate, which are the most effective and appropriate communication channels for the messages they convey, and what kind of messages urban Romanians expect from CEOs. The research shows that 5 out of 10 urban Romanians have followed information about CEOs in the last 12 months, and 69% have heard or seen information about companies.
When it comes to the communication channels where Romanians say they have seen/heard the CEOs, the internet is in first place (92%), TV in second place (77%), and in third place they say they have heard from friends or acquaintances (61%).
Of those who follow CEOs online, 83% say they have seen online articles about company leaders, 77% have found information on company websites and 76% have learned about them from news sites.
In terms of the content communicated by CEOs, 86% of Romanians saw/heard leaders’ opinions about the industry, while 87% expected them to communicate such content, 84% saw/heard company information vs. 90% expected to see this type of content from leaders, 79% saw/heard CEOs’ opinions about current events and their impact on the industry vs. 72% expected leaders to publish such opinions.
Notable differences between what CEOs have communicated and what they are expected to communicate more are on: content about personal and professional development – 75% have seen this information, while 88% expect leaders to post material on this topic. Likewise, career advice for the younger generation is valued: 74% have seen/heard this information, while 88% expect advice from CEOs. Motivational topics are also relevant to the audience: 71% of Romanians have seen/heard this information, while 88% expect to find motivational content on CEOs’ communication channels.
The most popular online channels among Romanians who follow leaders in different industries are Facebook (80%), YouTube (67%), online forums (56%), Instagram (48%), LinkedIn (45%) and TikTok (34%).
In terms of what urban Romanians expect from the types of information suitable for communication channels, they believe that on Facebook they can find information about their personal life or the CEO’s perspective on a given topic, on YouTube promotional content about both companies and their leaders, on Instagram inspirational content, and LinkedIn remains the preferred channel for business, leadership and HR information.
Romanians are curious, they expect certain communications and information, both from CEOs and companies. That is why companies’ communication departments should have a well-defined strategy in this segment, be aware of the expectations of their followers and provide them with valuable content for a favorable image and support fromthem3.
The data presented is part of the CEOs Report survey released at the PR & Communication Summit. The quantitative research is representative of the urban internet-using population, data was collected in March 2023 on a sample of 1003 respondents, maximum margin of error +/- 3.09% at 95% confidence level. Qualitative research was conducted through focus groups and in-depth interviews between February and March 2023