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When I walk into a coaching session with an executive, I notice a few things immediately. Does this person understand why communication matters? Do they accept their own responsibility in helping build the company’s brand by being a great communicator? Does this person want to learn?
I also, for better and for worse, get a sense of whether an exec really sees their communications lead as a trusted partner.
A founder or CEO (rightly) expects their communications lead to understand the company’s business, industry, customers, and technology differentiators almost as well as they do themselves.
But many execs don’t get what it takes for their communications lead to refine a set of messages and a strategy to explain the business and differentiators to every vital target audience. Some don’t get what PR can and can’t solve. (Perception isn’t going to fix a failure in product/market fit, for example.)
In other words, many executives expect communications professionals to know what they know without understanding that those same professionals know a lot of things that they don’t.
On the other side, there are some communications professionals that don’t see their leadership team members as individuals. If you push a super-introverted leader to deliver a jazzy motivational speech at the company’s sales kick off, expect to be disappointed.
Public relations, in all of its ever-changing forms, is such a critical part of the way a company shows up in the world. Great partnerships between communications professionals and their executives are built on recognition: “Oh, I see that you have a lot of value to add, yay!” “Hey, I understand your strengths and I’ll build your program around those.”
And respect: “I esteem your contribution to the business so highly - I need you in my inner circle.” “I so appreciate the work you put into that keynote. It was masterful.”
As a communications coach, I often get to help executives and communications leaders see and value each other. Even though I’m officially there to help prepare for a speech or a media tour, I know that if I can help the exec and PR lead truly see each other, every speech and media tour that follows will be better!
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