4 areas to check if the spokesperson is right.
The company’s CEO was great in front of a packed room.
Amira Barger, EVP of D&A Communications, had witnessed the leader’s natural charisma and presence on stage numerous times.
But then came a different setting. In a meeting room on Capitol Hill, Barger’s former boss sat down for a one-on-one with a member of Congress. He made a “drinking the Kool-Aid” reference in front of then-Rep. Jackie Speier, a woman who’d been a survivor of the Jonestown massacre.
Barger immediately knew the CEO messed up and tried her best to stay cool.
“He was great on a stage, great in a press conference, great with the media, not great one-on-one across the table from a person,” Barger said, speaking during Ragan’s Employee Communications Conference.
A leader can be right for one platform and wrong for another. It’s the communicator’s job to help match the right leader for the right moment, Barger said. Not every leader is suited for every occasion, which is OK, she said. Figure out what they are right for and it will pay off, she said.
Here’s a checklist for how to do it.
- Define the leader type: Decide what kind of leader is best suited to speak. Are they a visionary, focused on the big picture? An operator that executes well and is best for updates and business moves? A translator, best for explaining complex issues? Or a convener who’s great for building trust and bringing people together?
- Match the leader to the platform strength: Choose the channel that fits what the leader does well. Town halls are good for clarity and reassurance. LinkedIn works well for perspective and visibility. Media and TV interviews build credibility and accountability. AMAs show accessibility and trust. Podcasts are especially good for depth and storytelling beyond surface level understanding.
- Align the leader to the moment: Ask what kind of moment the organization is in. Is this a change moment, crisis moment, growth or momentum moment?
- Check for misalignment: Look for warning signs before the leader speaks. Is the leader too polished for the moment? Are they too informal for the stakes? Are they too invisible for the need?
“Think about your executive leaders and how you are matching them to the right platform or who you are putting in partnership with them as they are delivering messages depending on the channel and the outcome that you want as an organization.
Visit here to watch the full presentation and learn more about Ragan Training.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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