How to Lead When Everyone’s Watching: An Approach to Strategic Communication
Modern leaders operate in an “always-on” environment where a thoughtless social media post, a public confrontation caught on video or an internal leak can reach the eyes, ears or inbox of employees, customers and stakeholders before the communications team knows it has gone viral.
Whether it’s a CEO stealing a kid’s hat, “cringey” posts or publicly elaborating firing an employee, anything posted or caught on video or audio can permanently damage leaders’ credibility as well as their corporate brand.
Because of online virality and plain old confusing language, leaders are under tremendous pressure to speak clearly, quickly and strategically. Strategic communication is more than a leadership skill. It's how leaders build trust, serve others and guide organizations through uncertainty.
Leaders can no longer depend solely on a crisis communication plan to right the ship. They are responsible for not breaching the hull in the first place.
The Baylor Online MBA prepares leaders for this level of visibility and responsibility.
The New Rules of Leadership Communication
Before the advent of the internet, meetings, which usually took place in an office or conference room with a secretary taking notes, were easily controlled. The party-line was distributed via press release or company notice. Not so anymore. AI integrated tools are also being used by teams to communicate, manage projects and reduce workloads.
“Digital platforms are exceptional tools to share company goals, promotional updates and strategic endeavors if used intentionally,” said John Welshofer, a student on the Baylor MBA in Dallas for Executives and Professionals program. “The ability to have global divisional meetings, ‘ping’ a co-worker or get instant updates on company earnings is a value add.”
“However,” Welshofer said, “digital platforms can be abused given the ease of access. Emails outside office hours, late changes to a customer presentation or asking for help when an employee is using Paid Time Off can lead to digital fatigue.”
Balancing speed with strategy, while addressing increased expectations for authenticity, clarity and responsiveness, increases pressure on leaders. Modern leaders can address such pressure in advance with real-time, transparent communication. Prepared leaders cannot wait for the quarterly earnings statement or three days of communications team discussion.
“Transparent communication goes a long way when building trusting relationships,” writes Zachary Amos in Forbes. It instills trust, motivates excellence and willingness to embrace change.
“Strategic communications in relation to customer-facing is tailored around intentionality,” Welshofer said. “That is, be open to questions and concerns, connect to your customers individually, be passionate about the information you provide and listen to your customers’ concerns.”
As AI in business leadership continues to evolve, leaders need both communication expertise and MBA technology skills to evaluate information, make decisions and guide teams effectively.
Why Strategic Communication in Leadership Is Imperative
Leaders initiate communication that shapes perception, trust, organizational alignment and brand awareness, framing statements in ways that are relatable and sensible to employees, consumers and, often, Wall Street. “If you can portray strategic direction and the reason behind it, all stakeholders can relate,” said Welshofer.
Communicating strategically helps head off the possibility of reactive communication. “Proactive communication relies on the ability to anticipate questions and be prepared to address them factually,” said Welshofer.
The current era does not allow for leaders to have “My way or the highway” or “Because I said so” attitudes. Employees and investors alike know that someone must steer the ship. But, all stakeholders should have enough information to know whether the ship is sailing toward a blue ocean or about to run aground. The skills developed in an Executive Communication concentration can cast vision or prepare and reassure as needed in ever-roiling business waters.
Executive communication skills help leaders build alignment, earn trust and navigate organizational change.
Communicating Through Complexity and Change
Baylor’s Welshofer sees complexity, change, ambiguity and disruption as storms facing today’s leaders.
“Clarity and adaptability are the two main actions when leaders face turbulent times,” he said. “Open communication and open feedback regarding the situation will provide a sense of participation. Adaptability allows leaders to adjust to changing priorities.”
Change is inevitable when companies want to succeed. Consistency and transparency are core to maintaining trust and confidence during change initiatives. The increasing frequency of corporate change initiatives requires leaders to communicate strategically.
Baylor MBA classes like Management Communication and Communicating with Data fill the skill gap, raising the modern leader’s communication effectiveness in addressing any situation.
“Having the ability to practice in an open and engaging environment is ideal for professionals who are striving to hone their skills,” Welshofer said.
Building Strategic Communicators
Welshofer found that presence in communicating situations is one of the most important features of strategic communication.
“When in front of a camera, leaders have a tendency to forget who the audience is,” he said. “Take a look at your surroundings. Make sure it’s representative of your workspace. Pay attention to non-verbal cues, like facial expressions and hand gestures, when presenting.”
The Baylor Answer
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