Biz media and the CEO profile

Public relations executive Norman Birnbach writes Tuesday about the trends he sees occurring in the business media when a CEO is profiled.

Birnbach’s list includes:

1. Forbes runs profiles of CEOs at large companies to depict a buy or sell opportunity or profiles of small, private companies as an opportunity of what to watch and invest in if the company ever goes public. Fortune and Fast Company often write profiles that offer lessons learned or interesting case studies. Forbes often seems to select executives based on the magazine’s contrarian perspective.
2. The articles are detailed and well researched, but they tend to show one aspect of the executive. Whether Fortune, Fast Company, Forbes, Bloomberg BusinessWeek — all the profiles generally have a single narrative, no matter how lengthy. Fast Company likes creativity or innovation so their articles often portray those qualities. Fortune and Forbes like turnaround stories (but you really have to prove that turnaround has occurred (more on this, below). Forbes in particular likes to tell stories that have a lot of drama to them, a CEO undertaking a heroic struggle to launch or save a company.
3. Only after a downfall or misstep, will a follow-up story show a more nuanced portrayal of the executive. For example, Mark Hurd got tremendous, positive coverage (including a Forbes cover story) since taking over H-P in 2005. However, after he was pushed out last month, suddenly stories appeared that said a lot of employees did not like Hurd and that, while great at cutting costs, he was not a great manager, and made some short-term gains at the expense of long-term investments — and that the alienation of employees and his own board were large factors in the decision to fire Hurd.

Read the entire list here.