I read a good piece on the BBC website the other day profiling FT journalist Lucy Kellaway’s research into the seven deadly CEO sins.

So, how many of these does your CEO display?

• control freak
• vain
• ditherers
• bad at listening
• bullies
• afraid of conflict
• no good at small talk.

The bad news of course, for most in house PR professionals, is how you deal with that many headed hydra when shaping your external communications?

Give as good as they get
This is precisely when a good external media trainer (preferably an ex or current working journalist) can come into their own and there aren’t many grizzled old hacks who won’t be afraid to give as good as they get. But make sure you get them in for a decent session – with half a day you can make real progress.

The chief exec will say he/she doesn’t need media training (vain), will keep putting it off (dithers), will be uncomfortable at dancing to someone else’s tune (control freak), and will no doubt try and talk you out of it (bullies).

Keep trying though – remember, your CEO doesn’t like conflict.