Role of a CEO

Interview Questions

A. Introducing & research information
B. Demographic information – close ended question

1. Age:
2. Gender: [ ] Male [ ] Female
3. Marital Status: [ ] Married [ ] Single
4. Current position in the company:
5. Last position in the company:
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   C. Interview
   NOTE: The below items are the structured interview questions directed at the CEOs of
   leading media Government-linked companies.
   In relation to RQ1: How do you communicate as a communication leader towards
   improving corporate reputation as an asset of Government-linked media organization
   at the same time?
6. How would you describe your leading role towards improving corporate reputation
   through communication?
7. Why do you think your role as CEO, a leader and a communicator are critical to your
   corporate reputation?
8. How do you view reputation and communication leadership as the important intangible
   assets to your organization?
9. How can you ensure/be sure that your communication leadership will improve
   reputation of your organization?
   In relation to RQ2: How do you demonstrate communication leadership in improving
   credibility of firm?
10. How do you think people inside and outside your company see you as a leader –
    visionary, democratic, a conciliator [harmony-maker], coaching or supportive in
    character, or commanding?
11. Of the different sources of corporate power to influence others, such as role legitimacy,
    expertise, ability to promote or provide reward/punish employees, how do you make
    use of your “power” as CEO to connect you more credible, positively with your
    audience inside the organization?
12. How do you influence people outside your organization?
13. Considering the status of your organization as a government-link media corporation,
    how do you typically address a long-standing public perception and credibility that link
    media bias to political affiliation?
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    In relation to RQ3: How do you internalize the value of communication leadership
    towards improving corporate reputation?
14. How would you generally describe the prevailing internal communication environment
    in this company?
15. Can you give me an idea how your corporate communication is presently structured
    towards improving corporate reputation?
16. How would you describe the flow of communication between your organization and
    your target audience/s?
17. Are there members or groups outside your own communication team that you consider
    important? If yes, who are they? How do they function? Who decides for them what to
    communicate, who to communicate and what media to use?
18. Is there anything you would like to add in reflection to any of the questions that have
    been asked about?