Leadership Communications in the Social Distancing Era: A Look at California Governor Newsom

We’ve seen it time and again. Smart, successful leaders struggling to effectively communicate during challenging times. Even leaders, who excel in the limelight, can struggle when times are tough, sharing news their audiences don’t want to hear.

On April 14, 2020, California Governor Gavin Newsom shared a complex framework for reopening California, our nation’s most populous state. After nearly two-decades in communications, for me, seeing a refreshing take on leadership communications during tough times is everything.

From a non-political, communications standpoint, Newsom did many things right. Below are three of his strategies that not only engaged his audience but also may endear them to his long-term plan.

Allowing His Vision Time to Root and Grow

Newsom’s vision for the post-COVID-19 California looks very different from the California we’ve always known. He foresees a setting where there are fewer tables in restaurants, social distancing in classrooms and taking temperatures before entering buildings. This vision won’t come to fruition for months. But, like a master censuses-builder, he’s planting the seeds of major change now. He’s allowing these ideas time to root in our minds and grow in our hearts. By "planting" these unfamiliar ideas today, this strategy gives us time to feel more and more comfortable with these ideas for tomorrow.

“…you may be having dinner with a waiter wearing gloves, maybe a face mask, a dinner where the menu is disposable…where your temperature is checked before you walk in to the establishment.”

Simplifying, Never Dumbing-Down

Every article cited Newsom’s framework for reopening California as complex. It focused more on philosophy than function. No timeline, just intricate questions, science and approaches…all still under consideration. But what’s different about sharing this framework now is that it assumes we are responsible adults using common sense and critical-thinking skills. It was simplified but not dumbed down for the public, perhaps for one the first times by an elected official. It offers a peek into the myriad of considerations taking place and a glimmer of hope for reopening. It also trusts we’ll continue to do what is right to usher in that new era we long for. This strategy makes us feel respected, trusted and that we are a valuable part of the solution.

“Continue to do the incredible work you’ve done...We cannot pull the plug too early.”

Keeping it Real

Perhaps Newsom’s greatest strength is his ability to show genuine emotion, use common language and admit what he doesn’t know. This type of honestly, especially in the current environment, feels rare and welcomed. For most Americans, especially Millennials and GenXers, his approach to keeping it real makes audiences want to listen and believe. He feels like a person navigating the information as it comes, trying to do what’s right and acknowledging he’s still figuring it out. This strategy helps him feel familiar and real, like us.

"Let me just speak to that without just being pollyannish and we’re not just blithely being a cheerleader."

This approach to communicating updates, not hard news, is effectively used in Change Management Communications during transitional times. It’s uncommon and refreshing to see an elected official take this approach with the public – to bring us on a journey while admitting we don’t have all the answers, not the timing.

Today, we are in a new era. One that calls for a different type of leader and different type of leadership communications, which Newsom seems to understand.

What was your reaction to Newsom’s press conference, leadership style and communications approach? I’d love to hear your opinion and assessment.