The Growing Importance of Executive Communications

Whether the president of Harvard, the CEO of Starbucks, or the head of a nonprofit, all executives today have one thing in common: increasingly intense scrutiny over their words and actions. Digital platforms lend to the immediate transmission of soundbites and information – and unfiltered commentary on them – morphing missteps into global news. And it’s not just malfeasance stirring ire; it’s a host of issues being pulled into the cultural maelstrom.

Successfully navigating this environment requires three things. First, an “always on” approach to reputation management is critical. This means recognizing areas where organizations have vulnerability and preparing to address them before they arise. Second, organizations must invest in obtaining the political and cultural intelligence to understand the environment in which they are operating. Whether it be a DEI initiative or ad campaign, understanding context is increasingly tied to success. Finally, executives must view themselves – and their reputations – as inextricably linked to that of their organizations. And that connection requires leaders to have a clear, robust strategy for their communications platform.

Below, our team explores how leaders can strategically articulate their points of view, speak thoughtfully about difficult topics, and effectively communicate with their teams even when times are tough.

From Influence to Impact: The Strategic Value of Executive Thought Leadership

By Jenna Matthews

It might seem like "thought leadership" is just another example in the pantheon of corporate buzzwords, but done right, it’s a strategic approach to building the awareness and influence of you and your brand.?

A well-structured executive thought leadership program is always customized to authentically reflect the interests and style of individual executives, and such programs can contain a variety of tactics from blog posts to media interviews. But they all have this in common: done right, such programs build trust with current and potential customers, partners, employees, and other stakeholders. Importantly, consistent thought leadership will deeply engage your core audiences and humanize your brand.?

At Comsint, this is one of the most valuable tools we employ to boost our clients' professional reputation and broaden their audience. But still, we often get asked: Is it worth it? How do I balance such a program with my busy schedule? In this article, we'll delve into why executive thought leadership works, what it looks like in practice, and how to make it happen.

Why Thought Leadership Works

In a study of nearly 3,600 executives responsible for making decisions about professional service providers, 54% of respondents reported spending more than one hour per week reading thought leadership content, and 42% of the same respondents have invited a company to bid on business based on thought leadership content. This tells us that great thought leadership pieces can have a significant impact.

Good thought leadership thrives on authenticity. Today's audiences are adept at discerning genuine insights from rehearsed statements. In the aforementioned study, the majority of respondents reported that less than half the thought leadership they are reading actually provides valuable insights. Thought leadership content must be authentic to both the company and person sharing the content. Audiences have an expectation that content is not only aligned to the company, but also the leader’s personal social channels, board affiliations and personal investments. By sharing authentic perspectives and experiences, executives can connect with their audience on a deeper level, fostering trust and loyalty.?

Effective thought leadership offers an inside look into the minds of industry leaders and challenges the status quo. This humanizes the leaders, making them more approachable and relatable and, in doing so, does the same for the brand.?

So, Where Do I Start?

A successful thought leadership program is focused on timely and relevant topics happening in your industry and in the wider culture and offers observations that only you can provide. Your readers want your analysis and point of view- not another cursory regurgitation of the headlines. Think about what is important to your audience. What issues do they care about that align with both your personal brand and your company’s mission and purpose? Sharing your thoughts about these causes from your personal platform provides a peek behind the curtain that only you can provide, deepening the connection between you and your audience.??

Thought Leadership in Practice

Thought leadership requires a targeted approach. Start by identifying your audience - both who they are and where they consume content. From there you can take a more targeted approach in developing and sharing that content.

Executing thought leadership can take many forms but some of the most common are speaking engagements and published articles. This could include sharing insights at an alumni event, participating in podcast interviews, offering workshops at conferences, or sitting on panels with industry peers. These platforms provide direct interaction and help establish your authority. You can also contribute to your personal and company's growth by publishing articles on your company’s website, personal LinkedIn page, or in wider publications.

And finally, thought leadership is not a one-and-done strategy; it's an ongoing commitment. Like any business practice, cultivating yourself as a thought leader requires sustained effort and dedication. Despite not offering quick fixes, it is an integral component of any public relations and marketing plan that can propel you and your company to the next level.

Navigating Tough Economic Times: A Guide for Senior Executives on Effective Communication

By Nick Puleo

With economic recessions happening in the United States about every six years, it is inevitable that your company will encounter challenging periods that require transparent and strategic communication from leadership. As a leader in your organization, addressing tough times with candor and a well-defined plan is crucial for maintaining trust, motivation, and employee productivity. Here's a comprehensive guide on effectively communicating with your employees during difficult times.

Give Context about What is Going On

It is important that you help your workforce understand the impact the economy is having on operations. Begin by providing a comprehensive overview of the challenges the company is facing. This may include a detailed analysis of how the downturn affects sales, pipeline, supply chain, and other key aspects of the business. By offering this context, employees gain a clearer understanding of the company's current situation. Explicitly communicate how the downturn influences the company's objectives. If sales projections are being revised or if the supply chain disruptions are impacting production timelines, share this information openly. Employees deserve to know how these challenges may affect their roles, and being transparent about the potential impact is a sign of respect.

Communicate Your Plans in Real-Time

Avoid the temptation to withhold real-time information. Doing so can be perceived as paternalistic and may breed mistrust among employees. Keep them informed of developments as they happen, demonstrating a commitment to transparency and respect for their organizational role. Clearly outline the company's strategy for navigating the challenges ahead.? Whether it involves pivoting business models, implementing cost-cutting measures, or adjusting operations, provide specifics. Be explicit about whether the changes happening are temporary or permanent. This clarity helps employees to better comprehend the future trajectory of the company and prepares them for what lies ahead. While discretion is necessary for certain details, please don't rely on vague generalities or platitudes. Concrete information fosters trust, and employees are more likely to remain engaged when they understand the specifics of the company's plan. Ambiguity will fuel uncertainty and anxiety among employees.

Keep the Lines of Communication Open

After the initial communication, continue to engage with employees through regular updates. Whether through email updates, conference calls, or all-staff meetings, keep the lines of communication open. This approach ensures that employees are informed directly by the company rather than relying on rumors or external news sources. You can also encourage dialogue with employees with valuable insights into how these changes impact customers and frontline operations. This engagement provides valuable information for strategic decision-making and demonstrates a commitment to inclusivity and collaboration. Go further and provide clear channels for employees to share their concerns, whether through email or conversations with direct supervisors. Actively addressing these concerns fosters a sense of openness and demonstrates that leadership values the input of all team members. A proactive employee well-being approach directly contributes to productivity during challenging times.

Effective communication during tough times is an essential leadership skill and, frankly, one of the only ways your company can survive and thrive during uncertain times. By giving context, outlining plans clearly, and keeping lines of communication open, senior executives can navigate challenging periods while maintaining trust and engagement among their teams.

Thinking of Taking a Stand? Read this first.

By Nick Puleo

Pressure continues to increase on CEOs to use their platforms to address political and social issues. This is often a heavy burden on leaders who must consider many constituencies before speaking out.??

It’s true: most consumers want companies and brands to weigh in on pressing social and political issues. But that often-cited statistic belies another fact of today’s increasingly polarized world: many consumers not only want CEOs to speak out, they want validation of their own views. And they’ll go to great lengths to act out against those holding positions with which they disagree.? Here’s how leaders should approach these decisions.

Understand The Risk

Leaders must consider the positive and negative ramifications before taking a stand, ensuring alignment with their personal brand, customers, and stakeholders. Importantly, they must also understand the political and social landscape into which they are considering wading. Many times, leaders can find themselves in an echo chamber on particular issues. Know that your C-Suite, employees, customers, and investors may all want different things on a particular issue.?

Often, speaking out on a particular issue - regardless of which side you take - can prove to be a lose-lose proposition. As I said in a recent Barron article, “Companies that venture into culture wars always face the risk of alienating someone.” That alienation could take the form of plummeting sales, loss of social media followers, or even a full-scale campaign to cancel you.?

If yours were the only reputation at stake, this might feel like a calculated risk. However, leaders are accountable not only to customers but also to boards, shareholders, and employees. The decision to make a controversial statement - or at least one that could be perceived as controversial - can have lasting impacts on revenue, talent, and recruitment. You may offend valuable current employees or even face difficulties in attracting new hires. Beyond your workforce, shareholders and board members may lose confidence in your ability to handle challenging circumstances.?

Ensure That Your Own House Is in Order?

We live in a world of soundbites, but you should also consider that making a public statement is not the only way to effect change and demonstrate your values. Before speaking publicly on an issue, leaders should make sure they have adequately addressed the same issue internally. Speaking out about the need for more diversity in the C-suite is going to sound particularly tone-deaf if your own corporation lacks diversity on its leadership team. Many companies will tout green initiatives, knowing that their supply chain is a significant contributor to pollution in a local community. Consistency between words and actions is essential to avoid the perception of disingenuity.

Be Clear in Your Messaging?

If you decide to wade into an issue, ensure your messaging is clear and unambiguous. Your words should be well-reasoned, supported by facts, and reflect a deep understanding of the issues at hand. State why this issue is important for your brand, what your position is, and concrete steps that should be taken to support your position. If your message doesn’t add much to the conversation, or you can’t come up with something clear, it’s better to say nothing.?

Carefully consider the timing of your response, the evolution of the issues, and how you want to be perceived. Is this an issue you need to be out on first? Are you offering too little too late? All of these things must be considered before you broadcast to the world.?

Prepare for Pushback

Regardless of whether you speak or stay silent, leaders must be prepared for pushback. Develop holding statements and customer responses, and ensure that your team is monitoring the news and social channels. Many of today’s pressing issues are fluid: you may determine that the decision to stay silent made sense last week, and this week it doesn’t. The best tactic is to plan for issues in advance and have your team monitor them closely as they arise.?

Clearly, there are no easy answers when it comes to addressing political and cultural issues. It’s an environment fraught with risk. If you find yourself weighing such a decision, give our team a call. We’re experienced at walking senior leaders through their most pressing challenges.?