Oliver Aust

Why CEO Communications is More Important Than Ever

Milton Friedman’s dictum that the social responsibility of CEOs is to deliver profits for their shareholders was dealt its latest and perhaps most significant blow on 19 August. 181 members of Business Roundtable, the leading business lobby in the United States, issued an open letter addressing the “Purpose of a Corporation”. The signatories, including the CEOs of Amazon, American Express and Walmart, declared “each of our stakeholders is essential. We commit to deliver value to all of them, for the success of our companies, our communities and our country”. It is obvious that society’s understanding of their role is currently …

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Oliver Aust in a meeting

What Does the Green New Deal Mean for your Communications?

The European Green New Deal has been the topic on everyone’s lips in this new start to the decade. Businesses, governments, non-for-profits and individuals alike are waiting to see how these innovative pledges will shape the coming thirty years. What exactly will this ground-breaking initiative mean for your organisation and your communications? Be part of the solution: Embracing the Green New Deal is the right thing to do and makes sense from a reputational perspective. It also makes sense from a business perspective: today, customers, employees and investors want businesses to value people, planet and profit rather than merely pursue profits. …

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Building a Great Reputation Starting Today

Thank you to all those who joined the book launch of Mastering Communications event at betahaus last night. The event gave room to an insightful discussion on what it takes to build a great reputation in the digital age, led by Mali Baum, CEO and founder of WLOUNGE, and myself. Three key takeaways struck me as important:   1. Reputation and business performance go hand-in-hand. Only 20 years ago, CEOs were expected to focus on performance and end-of-year results; reputation was secondary. With the visibility of CEOs on the rise, a company’s market value is now in large part based on the reputation of …

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Five Communications Trends for 2020

Will the sole focus of 2020 be digital communications? Not quite. The future belongs to those CEOs and communicators who master both digital and in-person communications. Here are the five trends that will shape communications in 2020 and beyond. 1) The CEO is becoming the centre of attention: Recently, CEOs, founders and executives have been ramping up their social media and digital presence. Many also stepped up to the mic to deliver keynotes at high-level events and conferences. In 2020, the spotlight will shine even brighter on CEOs, as they are expected to have an authentic personal presence on digital networks, lead …

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