Media exposure has become a double-edged sword for Australian CEOs.
While visibility can boost trust and recognition, it can also deepen scrutiny—especially in times of crisis. According to new research from Medianet Insights, reputation management for corporate leaders is now inseparable from how they’re positioned in the media.
The study analysed over 15,000 media mentions of ASX 300 CEOs between January and June 2025. Findings show that media coverage is not equally distributed. Women, who hold only 8% of CEO roles in the ASX 300, accounted for 52% of all CEO media mentions during organisational crises.
Leaders like Vanessa Hudson and Amanda Bardwell were placed under the spotlight as their respective companies, Qantas and Woolworths, faced intense public criticism. Their visibility, however, often reflected brand instability rather than executive strength.
A closer look reveals a pattern. CEOs at the least trusted brands received far more attention than those leading companies with higher public confidence. In one instance, Woolworths’ CEO featured in 74% of brand-related coverage, following a major investigation. Meanwhile, Bunnings’ CEO, despite facing similar challenges, maintained a quieter presence, accounting for just 26% of mentions.
The link between ESG controversies and reputational risk was also pronounced. Twenty per cent of all ESG-related coverage included claims of greenwashing. EnergyAustralia’s recent $14 million fine for misleading environmental claims has significantly affected its public image.
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At the same time, cyber breaches—such as the AustralianSuper incident—continued to draw long-tail media attention, with implications lasting well beyond the initial event.
Social media plays a growing role in shaping CEO perception. According to Sprout research, 65% of consumers believe regular CEO activity on social media makes a business feel more authentic.
Telstra’s Vicki Brady and Canva’s Melanie Perkins are frequently cited for using their platforms to drive conversations around innovation, inclusion, and social responsibility. Their consistent engagement often reflects positively on their companies.
Despite these advantages, heightened visibility also brings increased risk. Leaders like Mike Cannon-Brookes have experienced a reversal in sentiment when personal actions, such as private travel, appear misaligned with public values.
Medianet’s Head of Insights, Jacquie Hanna, noted that visibility must be strategic. She stressed the importance of media planning and executive preparedness—particularly when navigating issues like ESG or cyber resilience. Authenticity, she suggested, must be backed by substance, not just style.
For communications teams, this means rethinking how leaders show up in media. A well-crafted narrative, supported by consistent behaviour and thoughtful messaging, can strengthen both personal and organisational reputation—even in uncertain times.
