In these uncertain times, a tweet can either make or break a company. CEOs are having an increasingly difficult time navigating between the needs of their customers and official orders. For example, top management of many companies have had a tough time dealing with US President Donald Trump's immigration ban.
Weber Shandwick and KRC Research recently surveyed 1,050 senior executives and 2,100 consumers across 21 markets worldwide to find out what people expect from corporate brands. Based on this, Harvard Business Review published an article to help CEOs. One finding is that staying quiet is no longer an option.
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