The trend towards personalization has long since taken the corporate world by storm. Companies are increasingly described and evaluated based on the individuals at their helm. This gives CEOs of large companies a key role in corporate communication. The book discusses the reasons and effects of media personalization and examines case studies from DAX30 companies to see how communication management deals with the growing personalization. The impacts of this trend are significant and encompass both opportunities and risks. CEO positioning primarily relies on economic topics but also includes social and emotional aspects. It unfolds in various phases, during which communication management faces changing challenges and can utilize varying degrees of maneuverability.