“…CEOs also use them to promote a positive image of the company (Hyland, 1998) or to gain or recover legitimacy, credibility, reputation, or trust (Beelitz & Merkl-Davies, 2012; Connor, 2010; de-Miguel-Molina et al, 2019). The letters are in fact a rich source to investigate the leadership style, ethical approach, CSR approach, mindset values, and rhetoric of CEOs (Abrahamson & Amir, 1996; Amernic & Craig, 2007; Amernic et al, 2010; Craig & Amernic, 2018; de-Miguel-Molina et al, 2019; Gatti & Seele, 2015; Mäkelä, 2013; Marais, 2012; Van Alstine & Barkemeyer, 2014; Weber, 2010). Far from a mere introductory presentation, letters are indeed a powerful strategic communication tool for CEOs to exercise their leadership.…”