Customers, investors, employees, and media — all company reference groups — observe, analyze, and interpret the behavior and communication of key corporate executives. Competitive pressure, reporting requirements, and the ever-expanding media environment thrust representatives — especially CEOs — more and more into the public eye. Particular attention is paid to credibility, not only in terms of content, but also in regard to the demeanor and behavior of leaders. An authentic presentation is essential, as well as a sure grasp of the journalistic agenda and the sometimes adversarial role of media.