The One thing all CFOs want (and how to do it)
Ambitious CFOs all agree.
There is one thing that can transform their visibility.
They want to be in the media.
McKinsey surveyed CFOs about the skills they wished they had in the role.“If there was one area our interviewees most emphasized developing, it’s external stakeholder management." Discussing the need for media and external relations skills, Chris Halmy , former CFO of Ally Financial, says you "become the point person not only for shareholders but also for sell-side analysts, investment bankers, and the press:.
Let's look at some of the skills by CFOs excelling in landing messages to the media.
1. The Soundbite Lander”: Starbucks CFO Rachel Ruggeri
Rachel Ruggeri is a master of direct and unambiguous language in her media appearances . Great soundbites she has landed including on TV spots with Yahoo Finance: "We have be worth paying for” or “The U.S. customer remains loyal though, through and through.”
2. Using FP&A Insights
Graeme Pitkethly former CFO of Unilever explained to media how forecasting planning models for sales of items like Magnum and Cornetto.
CNN and other media lapped it up like a Hot Fudge Sundae.
3. Reassurance on Big Business Decisions
BatGirl, a $90million too-bad-to-release movie was sacrificed as a tax write-off. But it was left to the Warner Bros' CFO to explain the actual business impact and also the part finance played in the decision. Gunnar Wiedenfels didn’t simply say no comment, retreating into his batcave. He explained: "My team has helped them by providing financial data points where possible, and a framework to assess the potential from a financial perspective.”
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4. Connect the Finance Dots to What People Care About
Keep it simple (and real) and connect to waht people care about like Outgoing Costco CFO richard Galanti He speaks about iconic things such as Costco’s most famous offeringThe $1.50 hotdog and soda combo.
Which other CFOs are great at presenting the numbers to media?Let us know your favorites?
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