Top CEOs tend to be good at public speaking -- so why aren't more companies making the most of their talent? Smart marketing departments should carefully monitor public-speaking opportunities at pertinent conferences and other events, and they should seize every opportunity to position their company's executives as thought leaders. "Having your company prominently represented at an event provides a promotional vehicle that can translate into increased sales, potential partnership opportunities and greater media exposure," writes Rachel Meranus. "All that's needed to succeed is a little planning, a touch of creativity and a hint of charisma."

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