HOW TO HELP A CEO CONNECT WITH AN INTERNAL AUDIENCE

When CEOs speak, both internal and external audiences listen. This alone should make a CEO’s word an invaluable part of a corporate communications plan.

So here are some tips to help your CEO connect with an internal audience:

1. Understanding the need to communicate is an early win - Every senior leader will claim they understand the value of clear and transparent communication with colleagues but far less actually walk the talk too. So, if your CEO is already eager to communicate with colleagues, then this basic fact is something to grip hold of and run with. Whether it is via a blog, regular social postings on your enterprise network or email newsletter, that enthusiasm should be harnessed and nurtured.

2. Make goals clear from the beginning - Whatever channel and content you decide to utilize for your CEO to use, the approach needs to have a clear strategy from the beginning. What is the main objective for the CEO’s communication? Promoting the business’s vision and values? Giving colleagues a deeper insight into the firm’s industry and competition? Or perhaps reinforcing key challenges and opportunities facing the company in the coming months? Having a clear strategy will help manage expectations over the communications outcomes and help long term planning.

3. Never rush - By the nature of their position, CEOs are busy people. This almost goes without saying. However this doesn’t mean their words should be rushed. Connecting and engaging effectively with staff pays dividends for a company’s bottom line. Therefore, take your time helping the CEO create the right words and topics, rather than try and meet self-imposed deadlines.

4. Let the employees guide you - I have worked with different types of CEOs. Some I’ve worked alongside only want to tell their own story - completely focused on delivering their own message to their employees. Others have been far more open - keen to discuss popular themes among the employees before adding their own key messages into the content. This approach tends - in my opinion - to work slightly better. What if your CEO is a copy of the first example? Then, stand firm and let the facts speak for themselves. Online analytics can guide communications professionals over the popularity of content, pinpointing themes that resonate with the audience. Feedback tools can also be valuable, allowing the CEO to directly address concerns that arise.

5. Create a two-way dialogue - Listen and respond - Listening is a big topic in internal communications s at the moment. Employees want to see their voices being heard - and acted upon. If a CEO gets feedback on a certain subject and acts upon it as a result, then colleagues will see the true value in the communication. Listen, listen, listen and respond. Engagement will grow as a result.