Countless wild-goose chases start with a CEO saying: “I’m not a comms expert, but I think we need a video (or a new microsite, or a leaflet, or an event).” This translates as: “I’ve had an idea worth sharing with the world. Make it so.”
Unless it is a good idea and you’re resisting out of pique because you didn’t think of it, refuse. Firmly.
It won’t fit the strategy, will generate work, deplete your budget and be forgotten by everyone – including the CEO – within a week. Tell them straight (maybe not the last bit). You are the comms expert. They should listen.