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The 'communicator in chief'

A Nine-Point CIC (Communication in Chief) Development Plan for CEOs

By Andrew Gilman, Vistage Member, June 2007

Topic: Communication

The modern CEO can easily relate to the William Shakespeare line, "Each man in his time plays many roles". So must a successful CEO play many roles, including several as CIC, or Communicator in Chief.

The complete CIC/CEO must master a variety of communications skills. In fact, Winston Churchill considered these skills so important he called them the "Language of Leadership."

While these communications roles have many similarities, each has a slightly different skill set, each of which requires learning and sharpening. In Iacocca, the former Chrysler CEO talked about investing one day a month to work on his communications skills. It might be negotiations one month, testifying to Congress another, and media skills in a third.

According to the Washington Post, recently confirmed Supreme Court Justice Samuel Alito spent three hours a day for four weeks rehearsing and practicing for his Senate confirmation hearings.

It’s hard to say which communications skill is paramount. If you’re launching a new product, media skills could top the list. If you’re active in fundraising, the combined presentation/meeting management skills may need the most polish. For all of these skills rehearsal and coaching will help anyone improve.

1. Public Speaking

Audience: Customers, shareholders, regulators, fellow citizens, customers, employees, recruits and more.
Skill set: Speaking from prepared text, from notes, from the TelePrompTer and extemporaneously.
Best tip: For airline flights, the most important parts are the take-offs and landings. With public speeches (and most other forums) it’s openings and closings.

2. Media Skills

Audience: News coverage is called "earned" vs. "paid" media. Media coverage supports marketing and adds credibility to your messages.
Skill set: Developing key messages ("sound bites"), learning the "bridging" technique, avoiding misstatements and negatives.
Best tip: Unless it’s a live interview, always take advantage of the last question, or ask and answer it yourself. Learn about print, TV, radio and Web outlets.

3. Internal Presentation Skills

Audience: Employees and staff members.
Skill set: Similar to public speaking, except internal presentations are more likely to be supported by PowerPoint and other technologies.
Best tip: Remember that you are the CEO. Pay close attention to everything from clothing to rehearsal to appropriate language.

4. Negotiations

Audience: The person/people across the table from you.
Skill set: Word choices, body language, location and room set-up are critical communications variables. General rules, such as "Win/Win," "Getting to Yes" or "You Can Negotiate Anything," only take you so far. Look at your specific surroundings and needs.
Best tip: Think "next time." Unlike the one-time deal purchases where there is no next time, most successful negotiations plan for the ongoing relationship.

5. E-mail and Voice Mail

Audience: Internal and external. More and more companies find themselves managing in whole, or in part, by e-mail and voice mail.
Skill set: Leadership means proper grammar and spelling in e-mails, articulate and succinct voice mails.
Best tip: Stop and think before writing and speaking. E-mails and voice mails both have a degree of permanence.

6. Meeting Management

Audience: Whoever is in the meeting.
Skill set: Leaders develop the skills for setting agendas, moving discussions, dealing with challenging participants and summarizing.
Best tip: Start on time and end on time. This shows respect for your employees, board members and other participants.

7. Road Show Communications

Audience: The road show combines aspects of public speaking, presentation skills and meeting management. Meetings can range from a full conference room to a one-on-one with a key investor.
Skill set: Essential skills include a masterful delivery of the "deck," showing teamwork with co-presenters, and nailing the Q&A. While the road show is all about the numbers, it is also about the company "story."
Best tip: Rehearse, rehearse and rehearse some more, especially the most difficult financial Q&A.

8. Lobbying Skills

Audience: Local, state and national legislators and regulators.
Skill set: Whether you are an information provider or an actual lobbyist, develop the art of the short, focused presentation.
Best tip: Figure out what’s best for the legislator or regulator. If they look good in front of their constituents, you’re more likely to accomplish your agenda.

9. Crisis

Audience: Internal and external. Crises come in all forms, although business oriented, natural disasters and personnel issues tend to top the list. Despite years of hard work, the value and reputation of a company can be quickly diminished by a crisis.
Skill set: Much like buying business and personal insurance, leaders need to prepare for these possibilities. Then they must simulate the crises and learn from the experiences.
Best tip: Leaders are almost always the best communicators for the enterprise in a crisis. Use the mirror principle. Hold the mirror up to your company and its particular culture, marketplace and issues. Don’t copy someone else’s plan.

Vistage member Andrew Gilman is CEO of CommCore Consulting Group, based in Washington, D.C., New York and Los Angeles.

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