Home / Marketing/ The first law of CEO communication

The first law of CEO communication


Comments / {{hitsCtrl.values.hits}} Views / Monday, 25 September 2017 00:00


The first law of CEO communication is for the leader to “be on message”. What does this mean? “Being on message” means that the leader crafts her message to her audience to create a positive image about or get something done for her organisation. 

For example, in my time at IBM, I organised ‘socials’ for my distributors. If there was no message from IBM (usually on its latest technology), the CEO would deny permission for the event. The lesson? No message, no event.

The CEO’s time comes at a premium. Therefore, the return on investment of every single meeting with stakeholders must be maximised. To do this effectively, the leader must be fully prepared. Fortune 500 CEOs meet with their corporate communication teams and subject matter specialists before they communicate to any stakeholder group – be it the press or their own employees.

Being on message also means that the leader is thoroughly prepared to answer any question that is posed by his stakeholders. Here too, the leader will first answer the question, and then steer the conversation to one of the key points he has prepared before the meeting. This is called “answer and steer”.

The key to “being on message” is preparation and practice.


Share This Article


DISCLAIMER:

1. All comments will be moderated by the Daily FT Web Editor.

2. Comments that are abusive, obscene, incendiary, defamatory or irrelevant will not be published.

3. We may remove hyperlinks within comments.

4. Kindly use a genuine email ID and provide your name.

5. Spamming the comments section under different user names may result in being blacklisted.

COMMENTS

Today's Columnists

Great ‘Gamperaliya’: A great novel made into a great film by a great director

Saturday, 23 June 2018

‘Gamperaliya’ (Changes in the Village/Changement au Village) was the third feature film made by ace director Lester James Peries. It was released on 20 December 1963.The film was based on the famous novel of the same name written by the doyen of


Thushani takes Todos to new heights

Saturday, 23 June 2018

Thushani Rodrigo has always amazed me. From the very first day I met her, I have been in awe of her strength, courage and grace and constantly impressed by her creativity. The discipline and commitment she brings to her work, her farsightedness and h


Confusion in Maldivian opposition is to Yameen’s advantage

Saturday, 23 June 2018

The ongoing confusion in the ranks of the Maldivian opposition, barely three months before the presidential election, works to the advantage of the incumbent President and candidate of the Progressive Party of the Maldives (PPM), Abdulla Yameen.


Implications of inward FDI on China: Lessons to be learnt

Saturday, 23 June 2018

China overtook the United States to become the largest trading nation in the world in 2014. China is the second largest economy in the world behind the United States and the largest exporter in the world. It is referred to as the factory of the world


Columnists More