Contribution of CEO's Image to Organization Performance: A Survey of COYA Awards Nominees in Kenya

Purpose: The purpose of the study was to investigate the contributions of CEO's image to organization performance, a survey of COYA awards nominees in Kenya.Methodology: The current research adopted both quantitative and qualitative approach (mixed method) using the survey research design. The researcher used self-administered questionnaires and in cases where this is not applicable due to time constraints the questionnaires was sent via email as well as interviews with selected CEO's. The entire population in this research was all corporate companies that have participated in the COYA awards in the last five years. However, the sample population in this study was selected Public Relations departments and selected CEOs whose organizations had successfully been recognized as either top- ranking or bottom ranking the COYA annual awards in the last five years. The sampling approach that was used in this study is non-probability sampling, and the researcher used purposive sampling.The process of data analysis included organizing, analyzing and summarizing all the findings. Data organizing and coding was done by the researcher in the following ways. Quantitative data from the questionnaire was analyzed by the use descriptive statistics and presented in form of frequency tables, charts, and graph.Results: Results led to the inference that CEOs nomination and positive image positively contributes to the performance of an organization. Specifically, the positive CEOs image may lead to financial successes of the organization, contribute to gaining competitive advantage in today competitive markets, affect the overall company reputation and directly influences the stakeholders.Recommendations: The study recommends that since there seems to be appositive relationship between organization performance and the CEOs positive image, then PR departments and CEOs should seriously emphasize on the important role of PR department in shaping the CEOs image. Keywords: CEO's image, organization performance, COYA awards