The CEO’s Role in Building Corporate Reputation

Learnings from a Crisis at the US Open.

Corporate reputation is one of a company’s most valuable assets -fragile, hard-earned, and ultimately dependent on public trust. More than anyone else, the CEO defines and protects that trust. Leadership style, personal conduct, and crisis response all directly influence how a company is perceived.

1. Leadership and Trust as Reputation Bedrock

CEOs are seen as the living embodiment of their corporations. Integrity, competence, and empathy underpin stakeholder confidence. When leaders demonstrate ethical decision-making and visible community engagement, they build durable goodwill. When they falter, the damage can be instant.

CEOs are seen as the living embodiment of their corporations.

At the 2025 US Open, Piotr Szczerek, CEO of Polish paving firm Drogbruk, learned this first-hand. A video of him snatching a signed tennis cap from a young fan went viral within hours. Outrage spread across social media, sparking calls for boycotts and dragging Drogbruk into the spotlight for all the wrong reasons.

2. Personal Conduct, Public Perception

In today’s hyper-connected world, the line between private and public life is vanishing. A single action -even outside the office- can redefine how stakeholders see a company.

Szczerek’s first reaction only magnified the damage. Instead of apologising, he dismissed criticism as “disproportionate,” claimed that “life is first come, first serve,” and even threatened legal action against detractors. The combative tone made the crisis worse, driving headlines, memes, and further outrage.

The consequences were swift: Drogbruk’s stock value reportedly dropped by 15% within 24 hours, while its Google and Trustpilot ratings collapsed. The reputational cost far exceeded the moment of misjudgement.

3. Crisis Response: Speed, Authenticity, Action

How a CEO handles crisis is often as important as the crisis itself. Best practices are clear:

• Act swiftly, with clarity and empathy
• Own mistakes transparently
• Back words with visible corrective action

How a CEO handles crisis is often as important as the crisis itself.

Szczerek failed on all three. Kamil Majchrzak, the tennis player who handed out the cap, offered a stark contrast: upon hearing of the incident, he located the young fan and personally gifted him a replacement signed cap. Majchrzak’s instinctive empathy and quick response earned him widespread praise.

4. Rebuilding Through Consistency and Accountability

Reputation cannot be repaired overnight. It requires humility, sustained ethical behaviour, and consistent proof of lessons learned. Szczerek has since pledged to re-engage in youth and anti-hate initiatives, but rebuilding trust will be a long process. For CEOs, the message is clear: accountability and cultural leadership matter more than words alone.

What CEOs Can Learn and How Leidar Helps

The digital age has no pause button. Missteps become global in seconds, but so can signals of integrity and strong leadership. That is why CEOs must be deliberate in shaping how they are seen, both internally and externally.

At Leidar, we work with CEOs and senior leaders to:

• Craft and communicate a compelling leadership narrative
• Anticipate reputational risks before they escalate
• Respond to crises with clarity, empathy, and authority
• Embed trust through consistent, authentic engagement

To learn more about how we help leaders shape, protect, and enhance their corporate reputation, get in touch.