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If business (i.e. stock prices, profits) is good, the numbers speak for themselves. Not much a CEO has to say; just point to the numbers and accept the accolades.

But if business is poor, the questions, concerns and fears need to be addressed. This is where CEOs take (and show) leadership…or they update their resume’.

Being 2009, we’ve got plenty of questions for the corner office.

Proper and effective communication skills are vital to maintain employee morale and productivity, assure stockholders, and create a positive public perception.

This was the basis of a July 22 discussion led by executive and government speechwriter Jeff Porro.
Porro made it clear, many CEO’s, especially those hired from within, may lack experience communicating to large groups – and therefore the company at large.

Here are Porro’s Top 9 Communication Efforts CEOs should do in bad times.

1. Make Communication A Priority
As many CEOs – especially in poor times – spend their days managing the company, communications gets talked about, but it’s not always addressed.
When the audience (employees, shareholders, media, clients, partners) don’t hear from the CEO, fear and question sets in; this can create the appearance the company is not dealing with their issues.

2. Communicate to Motivate
Communication is not about volume. It should be used to clearly pass along information to an audience, with the intention of sparking action.
This is important for internal communications. Employees need to be informed and motivated to see their company is worth saving.

3. Take The Initiative
Communicate First. Be Proactive – especially when the numbers are poor.
Even at the hint of bad news, address it. Bad news will not go away; it should be addressed and corrected.
When a CEO takes action (communication), it displays control and leadership – what companies need when attempting a comeback.

4. Be Frank About Problems and Mistakes
This year, how many auto manufacturing CEOs talked about new programs or getting out bankruptcy? Many.
How many of those auto manufacturing CEOs actually discussed the problems in the auto industry? I haven’t heard it from the Big Three.
Porro pointed to John Krafcik, CEO of Hyundai USA.
Krafcik’s keynote address at the 2009 Chicago Auto Show called the past 28 years an “era of greed”. He addressed how auto manufacturers shunned and pushed back against environmental concerns.
Krafcik referred to the industry’s ‘horrible reputation’, saying more Americans would rather visit the dentist than a car dealership.

This is an example of a CEO who ‘got it’.

If a CEO discusses problems and mistakes, stakeholders see a CEO as accountable and willing to change shortcomings and (hopefully) gain credibility.

5. Provide a Clear Step-By-Step Recovery Plan
Candor is one thing, but people need assurance in bad times.

A plan – clearly laid out to the audience – shows vision (supporting the leadership and smart decisions companies demand from their chief executives).
You also must keep communicating the plan; show your audience the progress and steps as the company endures through a difficult economy.

6. Don’t Overpromise
This can be difficult. You can have candor and a vision, but it must be mixed with blunt realism. Optimism can get the better of all of us. If you overpromise – and the results don’t appear – your credibility can be permanently damaged.

7. Communicate in Different Ways to Different Audience
Know your audience, and know their specific needs.
Employees want to be assured the company will survive, along with any plans for layoffs or growth.
Shareholders desire clear profit and loss expectations, timelines and plans for mergers or cutbacks.
The media and other partners question if the company has clear direction from the executive suite and future product plans.
Each group needs to hear different things.
This also means communicating through different methods (employee ‘town hall meetings’, blogs and news releases, interviews.)

8. Let All The Shoes Fall At Once
It may hurt, but it’s best to rip the band-aid off quickly and completely.
Announcing restructuring, layoffs and cutbacks is tough; the news is always devastating.
If you draw out the announcements, you’re showing the company on a downward slide – enduring a series of bad news.
One day. One announcement. You hit Rock Bottom and move forward; unveiling your new plans and direction for the company.

9. Overcommunicate, Especially Internally
Your audience (employees) will always want to be updated; their jobs are their livelyhood.
By providing company-wide information, you stop people from guessing, worrying and speculating.
Employees drive your company. Keep in touch with them and hopefully create a level of trust – both in the CEO and the company as a whole.

Many of these tips create a positive perception of the CEO.  In difficult times, a CEO’s strong leadership is necessary.  Just as important is having employees, customers and shareholders believe the CEO is a qualified leader with a vision for recovery.

Effective communication creates that belief.

Communications 101 Corporate Communications, Jeff Porro, speech

Writing is writing. Write?

Wrong.

Is your audience hearing your message or reading it? 

If reading, an audience can go back and read portions of your message again; ensuring they comprehend what you attempt to tell them.

If watching and listening to your presentation, especially as part of a group, no one has the chance to stand up and say “Excuse me, can you repeat yourself?  Possibly starting over, please?”

There is a difference between writing for the eye and writing for the ear. 

Speechwriters and broadcast news professionals write for the ear – their messages are heard.

Newspaper reporters and non-fiction writers write for the eye.

In business communications, press releases, white papers, proposals are written for the eye, while speeches and presentations are written for the ear.

A few differentiators between the two:

Multiple identifiers. 

Commonly used in broadcast news, you will hear people identified multiple ways, instead of constantly using their names. 

Ex: “Bob Smith was arrested for drunken driving early Tuesday morning.  State police stopped the city councilman at the intersection of 1^st and Main Street after spotting the 46-year old’s Mercedes weaving through traffic. Smith was arrested for D-U-I, and released after posting bail.” 

This accomplishes two things: 1) it avoids putting the audience through constant repetition of “Bob Smith” and 2) provides more information.

Avoid Lists. 

A written list is easy for an audience to comprehend.  It distinguishes your key points and organizes them for someone to clearly see and refer to.

If you must listen to a list, you are forced to organize the key points while gathering more information (the rest of the list).  Most people will not be able to process your list correctly.

If lists must be stressed during television news, graphics and text on screen (written for the eye to comprehend) are used.

Average and fractions over numbers.  

“One Hundred-thousand of the 1.3 million people in a city who lost power for at least 10 hours over the past two days.”  

This may seem fairly simple to comprehend.  Say it aloud to someone; watch them think about it.

Math classes use chalkboard (or whatever classrooms are using today) for a reason – once you get past 10 x 10, you’re writing down the problem.

When numbers are involved in writing for the ear, averages or fractions are easier to comprehend. Take the above example:

“Since Tuesday, over ten percent of the city lost power.” 

The message is basically the same, although writing for the eye allows you to add more information.

If you must be precise with your numbers, hopefully you have visual aids for your audience to follow along.

Sweeten up you speech. 

A bit of ear candy, perhaps?  Some of the most memorable quotes from speeches have rhythm, alliteration, or a repeatable cadence.

“Ask not what your country can do for you…but what you can do for your country.”

“The only thing we have to fear…is fear itself.”

These lines were delivered with special emphasis on specific words; their impact cannot be felt when being read.

Being heard, they drew massive reactions.

Notice how the slight repetition (not over and over like “Bob Smith”) creates a natural rhythm.  By turning the words around, these writers embodied the cliché’ “turning a phrase”. 

When writing for the ear, practice.  

When writing for yourself, use words you’re comfortable saying – perhaps words you use all the time.  The more comfortable you are with your speech or presentation, the better you’ll deliver it.

However, when writing for others to present, they should practice.  Let them adjust the script to incorporate words and phrases they are comfortable saying.

Speeches and presentations are about comfort; write in a comfortable tone and deliver a comfortable presentation.

If not, you better bring a blackboard and plenty of chalk.

Communications 101 communications, presentation, speech, writing

As I’ve dipped my toes into Twitter activity, I find plenty of Tweets from self-described “Social Media Experts”.  I have no idea who these people are.

I try to “follow” (Twitter-speak for subscribing to a Twitter user’s microblog) people who are recommended to me rather than those who self-promote.  A blog I value claimed when someone calls themselves an ‘expert’, they really mean ‘wanker’.

Saying this, I must confess…I’m no communications expert; it’s just the field I’ve worked in for about 18 years.  I also know there are people who won’t call themselves ‘communicators’ who have messages to deliver.  I thought my advice may help.  This blog also gives me a nice writing outlet; I’m really doing this for myself first. 

All this may not exclude me from ‘wanker’ status.

Not being an expert, I’m still looking to improve and expand my skills.  Here’s my advice….to me to be a better communicator.

Read more - anything and everything.  Just enveloping yourself in the written word has to count for something.  Learning (always a good thing), gaining other perspectives (yep, this is good), or even…gasp… for enjoyment!  I don’t think I’d surprise myself if I accomplish all three at one time.

Study more speeches & news conferences - I should ask myself What do I like?, What don’t I like?, What from this makes me think?  This may help me to form a better opinion on how others are communicating effectively.  Perhaps asking others their opinion may also provide a bit of insight into an audience.

Talk to more smart people – Throughout our daily routine, I wonder how many new people we actually meet each day?  I mean really meet, get their names, ask them questions.  Twitter gives the chance for exposure to other perspectives – I should introduce myself to more people (I’m pretty sure there are plenty of people smarter than I, they shouldn’t be hard to find).  

A quote from a mock teamwork-themed poster: “None of us is ever as dumb as all of us”.  The opposite is true, too.

Write more - Expand the craft, right?  Well, it’s also to get a little feedback.  If what I write makes no sense, I’d like to know.  Most likely, it would be a fairly smart person who could advise, counter, or expand on some of my ramblings (another reason for the blog).  The feedback should be beneficial, right?

Write less – Follow my own rules. A brief message is a clear message. This goes against my love of writing, but does match my loathe of rambling.  I should practice what I post.

Listen - I’m pretty sure I can’t talk and learn at the same time.  Stop one and start the other.

I should follow my own advice.  If not, I’d prove to be a major ‘expert’.

Communications 101 communications, speech, Twitter, writing