McKinsey published a checklist for people who were assuming the role of CEO. Number 8 on the list: Have I thought through my communications plan— internal and external?
Being eighth on a list of 10 may not seem like a big deal to some, but for professional communicators this list is important and being on it says a lot about the importance of business communications.
As someone who has personally served seven different CEOs as a communications advisor, having communications on the list tells me that communications has come a long way. But I can tell you that the enlightened CEO understands that communication is a strategic tool in his/her arsenal and one that can make the CEO succeed or fail.
One of my favourite parts of McKinsey’s Letter to a newly appointed CEO is:
"Consistency of message is key. Over time you will need to develop coherent themes and directions that enable you to 'tell the story'. But in the CEO transition period, particularly since you are an outside appointment, you may not be clear on your key messages, and, in fact, people may not want or expect you to be too specific. In this circumstance, it can be highly effective to focus on your beliefs and what you stand for. In time, these can evolve into specific themes that reflect your strategic priorities and direction as well as your own style and personality."
Whether you are an incoming CEO or a newly appointed leader, here's my advice:
- Make sure you have a strong working relationship with your Chief Communications Officer (CCO). She is your window to the organization and holds your metaphorical "microphone".
- Work with your CCO to help her understand your personal styles, likes, dislikes and talents. One of the CEOs I worked for was a natural orator and another was best at written communication.
- Take the time to know what communication vehicles work best for which purposes in your new organization. Just because video messaging worked well at your last organization doesn’t mean it will here.
- Remember that every meeting you have, every encounter you have with the people in your new organization is an event for them and an opportunity for you.
- Communicate, follow through, measure and repeat.
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