The Corporate Executive Puppet Show

Behind the scenes, PR and communication departments inside big organizations are one of the biggest reasons for devastating the employer brand of the company without sensing it.

Often in the throes of immaturity, unwittingly expose their executive leadership teams as marionettes in a grand puppet show.

The consequences are twofold and devastating: the erosion of both the employer brand and the individual images of executives.

The déjà vu effect

Online, the telltale signs are glaring. Scroll through the profiles of executives within the same organization, and you're met with an unsettling déjà vu.

Three leaders, one company, yet their voices seem orchestrated by the same copywriter, parroting a meticulously crafted script.

In this synchronized dance of scripted narratives, authenticity is sacrificed at the altar of uniformity. The employer brand, intended to be a beacon of uniqueness and values, becomes ensnared in the puppetry web.

Meanwhile, the individuality of executives, those entrusted with steering the company's course, is drowned out in a chorus of indistinguishable messages.

The 4 mistakes that most PR departments should avoid while building their executive's online personal brands:

1-Overly Uniform Messaging:

Avoid crafting messaging that makes executives sound like carbon copies of each other.

Instead, celebrate the diversity of thought within the leadership team. Tailor messages to reflect each executive's unique values, style, experiences, and perspectives.

What I saw from most organizations, in each public occasion, they create one common template that includes the brand visuals of the company, then an internal communication is sent asking their executive's teams to publish this template or celebration across all their social media, thinking that by this way, Audiences/consumers will be bonding emotionally on a higher level with executives of this company, but unfortunately people fell the opposite and fell that sense of in-authenticity, which leaves the organization along with their executives in a very critical online image (the puppet image).

2-Lack of Executive Involvement:

Avoid creating communication strategies in isolation.

Involve executives in the process to understand their individual communication preferences and comfort zones.

Creating a digital tone for the executives is very important, especially a tone that reflects their real character and brands.

Respecting what they value and not value even if it's opposing the values of the company is one of the best ways to show the authenticity of the organization.

PR department shouldn't blindly put the values of the company above their executives.

PR departments should actively seek their input and feedback to ensure that the messaging aligns with their personal values and leadership styles. This collaborative approach fosters a sense of ownership among executives.

3-Ignoring Online Engagement:

Avoid neglecting the importance of executives' online engagement.

Encourage executives to actively participate in conversations on social media platforms and other online forums. Provide guidelines rather than strict scripts, allowing them to express themselves authentically. Authentic engagement can enhance the executive's personal brand and counteract the perception of being a mere puppet.

4-Failure to Address Feedback:

Avoid dismissing or ignoring feedback from executives and the audience.

Create channels for open communication where executives can express their concerns or ideas regarding communication strategies. Act on constructive feedback to make necessary adjustments. Acknowledging and addressing concerns demonstrates that the communication process is a collaborative effort rather than a top-down directive.

By steering clear of these pitfalls, the PR and communication department can play a pivotal role in presenting executives as authentic leaders rather than participants in a puppet show.

This approach not only preserves the integrity of individual executive brands but also contributes to a more genuine and effective organizational communication strategy.

Together, let's elevate your executives beyond scripted performances and craft narratives that resonate authentically. For a future where leadership is as diverse and unique as the individuals who guide it, let Xpoze Me be the catalyst for your executive brand's success. Reach out, and let's embark on a journey of authentic leadership together.

Contact us at https://www.xpoze.me/contact or send us an email [email protected] to take your executive's brands to the next level.