If you’re stepping into a new leadership role, here’s the truth: communication isn’t a "soft skill" add-on; it’s one of the main levers you have.
McKinsey even put it on their new-CEO checklist: item 8 asks, "Have I thought through my communications plan—internal and external?"
Start with what you stand for
In the early days of a new role, it’s normal not to have your full strategy baked yet. (If you do, please share your secret.)
McKinsey’s "Letter to a newly appointed CEO" makes a great point: message consistency matters, and it can be smarter to anchor your communication in what you believe and what you stand for early on.
Those beliefs become the themes people repeat about you, long before they can quote your five-year plan.
Build your communication plan
As someone who’s served seven different CEOs as a communications advisor, one pattern shows up every time: leaders who treat communication as strategic tend to build trust faster.
A practical plan doesn’t have to be fancy, but it should answer:
- What do people need to hear from you in the first 30–60 days?
- What are you going to say (and say again)?
- How will you know it landed?
Partner with your "microphone holder"
If you have a Chief Communications Officer (or a comms lead), make that relationship a priority.
They’re often your best window into what people are thinking, and they help you reach the organization with clarity.
A few ways that help:
- Share your style (speaker, writer, small-group connector).
- Be honest about what feels awkward so you don’t over-rely on the one channel you like most.
Choose the right channels
Different organizations trust different communication vehicles, and what worked at your last company may not work here.
Before you default to "Let’s do a video!", take time to learn what channels people actually pay attention to in your new environment.
Remember: every encounter is an event
Every meeting, hallway hello, or quick check-in is "an event" for the people you lead, especially when you’re new.
You don’t need one perfect speech. You need consistent moments.
Communicate. Follow through. Measure. Repeat.
This is the simple discipline that builds credibility:
- Communicate
- Follow through
- Measure what’s working
- Repeat
