by Emily Diab

Today’s CEOs are under strict watch by consumers, partners and government regulators. Careful scrutiny by an organization’s most important publics can mean pure success or instant failure. These CEOs are responsible for the positive relationship with each of these publics at all times.

What’s in a leader?

A good leader possesses special qualities that stand out from the norm. Communication, self-motivation and strategic decision-making are just a few of these. Passion for the organization and its clients are special extras that make a good leader even better.

William Heyman, CEO of Heyman Associates Inc., uses his public relations experience to explain the necessary qualities to be a good leader. “[A leader] in public relations has the intangibles: confidence, integrity, high energy level, news-junkie, inquisitive, well-read, and [takes] on hard assignments," Heyman said.

Heyman’s definition of a good leader can be helpful for certain CEOs who may not have applied such qualities in times of need. These qualities are vital in both good times and bad, and can point a leader in the direction of good decision-making. Times of economic stress and company changeover can be difficult for an organization and its leaders, but bad decisions or customer dissatisfaction can cause an uproar.

When good goes bad

A recent blog post on PROpenMic explained the frustration many people had with Netflix and its leader.

On September 18, Reed Hastings, Netflix CEO, sent a supposedly apologetic letter to his customers for recent price changes. Soon after the letter reached Netflix users’ inboxes, people started ranting. They wondered why the situation was dealt with so carelessly, and customers hoped for a better explanation. One question among customers and business analysts was, “Where’s the PR?”

Forty-eight hours later, Netflix posted two job openings for public relations managers.

Over the last few years, CEOs and other business leaders have entered the spotlight as representatives of their companies, but their goal of presenting their companies in a good light sometimes backfires. Entering the PR world without a PR specialist (or against a PR specialist’s advice or approval) has proven to be detrimental, and these leaders are now learning what it’s like to be held responsible for the downfall of their businesses.

Heyman’s intangible qualities of leadership are essential for a CEO to stand as a strong business representative, but if a leader doesn’t possess them, he or she should seek the advice of a PR professional.

“The biggest challenge these organizations confront is the difference between what is a PR problem and what is a business problem . . . these crises sometimes just stem from companies taking chances, trying to grow and provide. Sometimes by taking chances you fail,” Heyman said.

What’s wrong with this PR picture?

Netflix’s Reed Hastings faced a challenge and took a chance when choosing to make a change within his company, which turned out unfortunate for his previously loyal followers. The industry-dominating CEO made abrupt price changes, announcing the decision to customers via email. Customers and PR professionals alike were outraged at the unapologetic manner Hastings took in making the announcement.

However, analysts and business specialists believe that Hastings’ decision was inevitable. As the business market around Netflix changed, the powerful CEO made a decision that was meant to protect him in the business world.

Richard Levick, president and CEO of Levick Strategic Communications, discussed this problem.

“All markets mature. The red and white envelope changed viewing habits, but who needs an envelope? There is no such thing as a postal service. He was competing with cable television and knew Netflix was in need of a price change,” Levick said.

Levick’s theory may ring true in the world of business, but Netflix and Hastings still faced a public relations problem post-price change: an angry crowd and a bad reputation.

Sometimes PR blunders are not the leader’s fault, but he takes the blame. In the case of Netflix, the changing business of video streaming caused the company to take a financial turn, which reflected on customers’ bank accounts. What began as a business problem turned into a public relations problem, suggesting that the leadership didn’t make proper use of public relations professionals. Leaders and CEOs like Reed Hastings have gained more enemies than friends in their attempts to address customers as personal contacts, instead of utilizing a public relations professional to help them.

Public relations steps in

The job of mending a bad reputation can be tedious and hard to do. Patricia Faulhaber wrote an article stating that “the job of restoring the good meaning of what it means to become the CEO will require stamina, patience and renewed good behavior on the part of the CEO. It can and will be done with the tremendous help from good public relations practices.”

For a CEO to understand that other divisions of the company (such as public relations) are there to help is critical for his success as a leader. In a fast-paced, competitive world, it is easy for a leader to take on the responsibility of anything and everything involved in his business. However, it’s important for leaders to know that establishing rapport and trust in other divisions will help them in the end.

“The notion is that the whole is greater than the sum of its parts. The only way [to succeed] is if the people at the top let go of their responsibilities and authority and let some of the others take over some of those challenges,” Heyman said.

Although it may be difficult for a leader in charge to let go of some responsibility, sometimes it’s better to back down and let the professionals handle it.

by Alexandra Reichenbach

From pursuing a career in finance to ultimately owning a public relations firm, Krista Conlin has become a renowned businesswoman. Her success is represented through her nominations and finalist positions in the Stevie Awards for Women in Business — an awards ceremony that recognizes exemplary women in the professional world.

Conlin, a native of Birmingham, Ala., began her education at The University of Alabama where she earned an undergraduate degree in finance.

“I’ve always been a numbers person,” Conlin said. “I always thought I would have a career in finance.” Little did she know her professional career would take a drastic turn; numbers would not play a role in her career like she thought they would.

Instead of jumping directly into the professional world, Conlin moved to Europe immediately following college. Her future still seemed unclear and it was the perfect time for her to drop everything and experience the world. After a few years of traveling, Conlin returned to the states and applied for graduate school at The University of Miami.

“The diversity overseas was very refreshing,” Conlin said. “Miami was my top choice because I loved the idea of a multicultural school where I could continue to experience that diverse culture.”

Graduate school marked the beginning of Conlin’s flourishing career in the public relations field. Rather than continuing down the path of finance, she chose to earn her master’s degree in communication.

“I had it engrained in me,” Conlin said, when asked why she chose to attend graduate school. “But it definitely depends on the person. From my experience, I believe it is beneficial to work in your chosen field for a year or two before applying.”

In her opinion, the professional experience is a great way to better understand the curriculum. Experiences in a professional atmosphere versus an educational atmosphere serve as two very different ways of learning the industry. Conlin believes it is worthwhile to recognize the professional side before attempting to master the educational side.

Conlin’s initial public relations job was at a local store in Miami, The Orange Clothing Company. This position provided an eye-opening experience working in public relations. After a few years, Conlin began to miss the Southern lifestyle so she moved to Atlanta before ultimately returning to her birthplace, Birmingham, Ala. It wasn’t until she returned to her hometown that she began to make a name for herself professionally.

Conlin began her career in the Birmingham area at the Wilbanks Agency (http://www.wilbanksagency.com/), “Alabama’s leading public relations and marketing agency.” Entering this agency, she was the director of public relations, where client communication and relationship building were her key responsibilities.

“In my opinion, the definition of public relations is sustaining relationships,” Conlin said. “Everything around you is based on relationships you build.”

While working at Wilbanks, the importance of relationship building became more apparent. Knowing how to sustain relationships requires a unique set of skills. Unlike other professions, such as accounting and finance where the basic skills are taught, the key set of skills in public relations are mastered through experiences with other people.

Maree Jones, the public relations and social media coordinator at Conlin’s public relations agency, KC Projects, has had the privilege to get to know Conlin on a day-to-day basis.

“She is full of energy, a great communicator and expects great things from the people she places around her,” Jones said. While working for Conlin, Jones has realized her personality traits have had a large part in her accomplishments.

Her energetic and personable attitude ultimately led to a critical promotion at Wilbanks, making her the vice president of business operations. It was when she held this position that she was nominated twice for the Stevie Awards for Successful Women in Business.

The Stevie Awards (http://www.stevieawards.com/women/) were created to honor organizations and business people around the world. The event began in 2002 with The American Business Awards and the Stevie Awards for Women in Business quickly followed in 2004. Serving as the world’s premier awards for women executives and entrepreneurs, receiving a nomination and ultimately becoming a finalist in the event was a huge accomplishment for Conlin.

“It was a big deal,” Conlin said. “I loved the woman angle of the event. I believe it is important to recognize women in the professional world because they constantly have an uphill battle.”

The awards given at the Stevie Awards are on a category-specific basis. In Conlin’s case, she was a finalist in receiving the Best Executive for Successful Businesses up to 100 Employees award. This award strongly exemplifies her accomplishments while working with Wilbanks.

After over a decade, Conlin’s career took an unexpected turn. In March of 2011, she started her own public relations agency, KC Projects.

“Actually implementing my own business has been one of my greatest achievements in life,” Conlin said. “I am very proud of the long-term relationships I’ve sustained; without them I would not have been able to make this major step in my life.”

The relationships Conlin formed over the years, both professional and personal, serve as the reasons for her success. The way she has repeatedly shown value and dedication to her clients has set her apart from other women in business.

Conlin leaves us with an important rule she has followed throughout her life: “Do today what others only think of trying to do tomorrow.”