Do CEO visuals matter in crisis communication?

Abstract

In a crisis, communication is not just words anymore, visuals become a critical part of it. Our study investigates the role of visuals, particularly CEO images and their impact on stakeholder emotions and perceptions on social media. Findings reveal that carefully chosen visuals can mitigate anger and improve reputational outcomes. For corporate communication professionals, this research provides actionable insights into leveraging strategic visuals to navigate crises effectively.