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"CEO Archetypes 2025: Perception vs. Impact"

Discover how today’s top CEOs are shaping their companies’ reputations.

PublicRelay’s CEO Index analyzes the earned media performance of leaders across 50 major companies and 9 sectors. By measuring CEO perception in the media against their actual impact on company reputation, the report uncovers nine unique archetypes that define how leaders are seen — from Brand Ambassadors to Scapegoats, Villains, and Reluctant Heroes.

This year’s findings highlight a critical gap: many CEOs are personally well-regarded, but far fewer are driving reputational value for their organizations.

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