New research from Medianet Insights reveals how Australian CEOs are under growing pressure as brand reputation, media visibility, and executive scrutiny become increasingly intertwined. The study, analysing more than 15,000 media mentions of ASX 300 CEOs between January and June 2025, highlights how gender, crisis visibility, reputational risks, and media strategy directly shape outcomes for leaders and their organisations.
Key findings from the report include:
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Female CEOs and the glass cliff. Women hold just 8% of ASX 300 CEO positions, yet they consistently dominated media coverage during periods of organisational crisis. Qantas’ Vanessa Hudson and Woolworths’ Amanda Bardwell led media mentions at Australia’s least trusted brands, while many male peers remained under the radar despite facing similar challenges. This points to a persistent pattern of female CEOs being handed the hardest jobs, only to face heightened scrutiny once in the role.
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Visibility can signal trouble, not strength. CEOs at the least trusted brands generated far more media attention than those at trusted companies. Following major investigations, Woolworths’ CEO accounted for 74% of media mentions compared to Bunnings’ CEO at 26%. The analysis shows that high visibility often reflects crisis management rather than strong leadership positioning.
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Greenwashing and cyber risk dominate reputation threats. Twenty percent of all ESG-related media coverage linked brands to greenwashing. EnergyAustralia was fined $14 million for misleading environmental claims, with significant damage to brand perception. Cybersecurity failures are equally high-risk, with the AustralianSuper data breach driving 20% of all cyber-related media mentions this year.
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Media strategy directly affects brand outcomes. Woolworths’ decision to put its CEO front and centre in a high-risk TV interview coincided with a 7% drop in share price and sustained negative headlines. In contrast, Bunnings’ low-profile approach, with the CEO staying out of the spotlight, helped preserve its position as Australia’s most trusted brand.
Jacquie Hanna, Head of Insights at Medianet Insights, said:
"Our data makes it clear. A CEO’s visibility needs to be deliberate and strategic. Boards and comms teams must rethink how they support leaders, especially women handed high-risk roles, and how they prepare for ESG and cyber issues that are now front and centre in the media cycle."
Amrita Sidhu, Managing Director at Medianet said:
"The findings in this report underscore the critical importance of a proactive and sophisticated media strategy for today's CEOs. It's no longer enough to simply react; leaders need to anticipate risks and ensure their communications are deliberate and impactful, particularly when navigating high-stakes situations."
Download the full report here.
Key Facts:
- The study analysed more than 15,000 media mentions
- Women consistently dominated media coverage during periods of organisational crisis.
- CEOs at the least trusted brands generated far more media attention than those at trusted companies.
- Twenty percent of all ESG-related media coverage linked brands to greenwashing.
About us:
About Medianet
Medianet, a division of Mediality, is a leading PR platform and media intelligence business servicing both the media and public relations industries with press release distribution, media contacts, media monitoring and media analysis. Medianet is an accredited member of global industry peak bodies including International Association of Measurement and Evaluation of Communication (AMEC) and FIBEP World Media Intelligence Congress.
About Medianet Insights
Medianet Insights is Medianet’s media analysis and insights unit delivering human-led, award-winning media analysis to a range of organisations including government, higher education, ASX100 and not-for-profit organisations.
Contact details:
Jacquie Hanna - Head of Insights at Medianet Insights
Amrita Sidhu - Managing Director, Medianet
[email protected]
Mercedes Carrin - Head of Marketing, Medianet
[email protected]
0430729397
