Mastering CEO communication

More than ever, employees are demanding transparency, authenticity and a sense of responsibility from their managers. It is therefore essential for them to communicate clearly. If you don't speak, others will speak for you. 

Strong and tailored CEO communication not only ensures that all target groups are reached, but also ensures a significant contribution to the reputation, stability and success of a company that a manager represents and is responsible for. This is usually based on a communication strategy that includes an understanding of the role and a clear positioning.

CEO communication is still considered a fundamental pillar of corporate communication. Its aim is to accompany CEOs with a clear positioning on behalf of the company in various topics - both external and internal - and to deliver a value contribution. CEOs shape the brand and corporate culture like no other person in the company. They are the face of the company. They show attitude, they are a source of inspiration, they are role models and they set the company’s path. CEOs have a clear vision, motivate their teams and bear responsibility - they do this on an equal footing with their team.

Consistent and credible positioning of leaders can still be a real turning point in creating a new brand image and supporting internal culture and employer branding. And this is where communications departments and agencies have a role to play. Our world is increasingly digitalized. Here, every statement, every image and every personal action can reach a critical public by being shared on social media. A mere positioning concept is no longer enough. Positioning means accompanying an immanent process and being flexible.

CEOs are supported by a team of experts and communication professionals. They consistently fine-tune the positioning, react flexibly to current developments in the company and in politics and business, and unleash the CEO's potential so that it can be put to good use. They accompany CEOs in every (crisis) situation that requires a message or position and train them to deliver top rhetorical performances, which they demonstrate repeatedly at annual general meetings, for example.

Whether multi-channel strategy, good storytelling or a rhetorical genius - the challenge for communication professionals is always the same. They have to give the corporate brand an authentic and approachable face, ignite a fire of trust among all stakeholders and position CEOs as drivers and encouragers of positive change. 

However, caution is advised: CEOs should be aware that the public scrutinizes every statement they make. Over-staged (social) CEOs sometimes go down badly with employees or journalists and, in the worst case, can damage reputation. C-level speakers can certainly build up a strong presence through their activity on LinkedIn, for example - and thus a great deal of charisma for themselves and their company. However, this should be accompanied in a professional manner and the focus should be on the question: Are all team building events, marathons or high-altitude hikes worth a post?

C-level executives must manage the balancing act between personality and company representation. There is no magic formula for this. A positioning should fit the person and the company - particularly the overall concept of the corporate strategy. Core elements such as analysis, objectives and success criteria, profile and role definition, narrative and a channel strategy are always included. And finally: an evaluation and performance measurement of the positioning. This provides impetus for the next phase. 

Here are promising and strategic steps that communications professionals should consider when positioning C-level executives:

1. The data-based approach and target group analysis: before developing a positioning, it is important to understand the initial situation. Which topics and players are present and successful in the market environment? What opportunities and niches can be derived from this for communication planning? Don't forget: know the needs and dialog platforms of your target group. This includes not only employees and customers, but also investors, business partners, media representatives and the public. A detailed target group analysis helps to tailor communication content and channels to the needs and expectations of the various stakeholders.
2. No communication without defining objectives: Communications professionals should set clear objectives for positioning. This includes a clear picture of the role and objectives of CEOs. These could include building trust, improving brand perception, promoting employee engagement or crisis communication. Clearly defined goals help to target the strategy and measure success. It is also important to evaluate the set goal after a defined period and adjust it if necessary. 
3. Developing an authentic story: Stories are a powerful way to communicate complex ideas and values. Communications professionals should develop stories that highlight the CEO's personality and experiences while emphasizing the company's values. Authentic storytelling fosters emotional connection and makes messages more tangible. Key messages should reflect the CEO's values, vision and personality. They should be clear, concise and spicy. A unified message that underpins a stance and remains consistent across different communication channels strengthens credibility and trust in the executive.
4. Choosing the right communication channels: A multi-channel strategy is suitable in almost all cases. It is important to choose the communication channels that suit the executive and are best suited to reach the target groups. These include traditional media (such as press interviews and TV appearances), digital platforms (such as blogs, podcasts and company websites and intranets) and social media (such as LinkedIn). A well-thought-out multi-channel strategy ensures that the messages have a broad reach. 
5. Measuring success through consistent monitoring and feedback: Communications professionals should regularly monitor the effectiveness of a positioning strategy. To evaluate the success of the measures, they can use various analysis tools, media coverage, customer feedback and employee surveys. Based on the results of the monitoring, they should adjust the strategy if necessary. Flexibility and the ability to respond to feedback are crucial for long-term success.

Those who are aware of the communicative value of C-level execs can help to sustainably strengthen the trust and credibility of the company by setting clear objectives, developing authentic narratives, selecting suitable communication channels, consistent communication and active crisis planning. This is the joint work of managers and communication teams, but it promises success.

Know your boss's dance floor: A CEO doesn't necessarily have to say something about every topic, because there are always experts in their company who know a lot more. A constant debate about management positioning should be anchored as a permanent necessity in corporate communications. And finally: Have the courage to take a stance and be sharp! Individuality makes you interesting.