NEW YORK, June 4—In recent years, research has shown that the personal credibility of the CEO plays a huge role in the creation of corporate reputation, while other studies indicate that CEO tenures are shorter than ever, as organizational leaders are judged swiftly and harshly based on their quarterly performance. In such an environment, Mark Pasetsky believes, the time is right for a PR firm that focuses on providing communications counsel to CEOs and other senior executives.
Pasetsky, a former MTV Networks and Middleberg Euro RSCG executive, has formed his own PR firm, Mark Allen & Company, that is “focused on helping CEOs and executives effectively communicate their vision and raise their public profile,” he says. The firm will offer strategic counselor to CEOs and corporate communications teams on a variety of internal and external communications issues.
“I think we are going to see more and more CEOs focusing on their personal brands,” he says. “Senior executives are not staying at the same company for 20 years any more, so it’s more important than ever for them to be focused on their own reputation, their own brand.”
Pasetsky was formerly a director at Middleberg Euro RSCG, before leaving in 1999 to become vice president of corporate communications for Viacom’s Internet business units MTVi and Nickelodeon Online. He returned to Middleberg earlier this year as managing director before leaving to launch his new firm.