It’s All In The Message
- Aug 29, 2008
Top CEOs understand the power, influence, and leverage created by great messaging. Do you ever find yourself sitting back and marveling at those chief executives who always seem to have the right thing to say? Contrast this with the feelings you have when you hear an awful sound-bite that makes a CEO look either uninformed or unintelligent. The difference between the two aforementioned examples is that top CEOs have mastered the art of finding the right message regardless of the medium, market, or constituency being addressed. In today’s column I’ll share some of the messaging secrets used by the world’s top CEOs.==So why is great messaging so important? As a chief executive, corporate messaging is the key to both your personal and professional positioning strategy. A CEO’s message has a direct impact on their personal and corporate brand equity, how they manage a crisis, marketing initiatives, investor relations, press and public relations, team building and employee engagement, and virtually any other mission critical area of chief executive responsibility.==The reality is that your messaging will often times have a greater impact on your career than your performance. I have witnessed on numerous occasions CEOs with average, or even sub-par performance histories fare well because they possessed great messaging skills. Let me be clear that I’m not talking about form over substance here…They simply understood how to message their shortcomings and flaws, while engendering confidence around their planning for corrective measures to critical spheres of influence. By contrast, I have also watched CEOs with excellent performance histories not do so well because they did not possess the messaging skills necessary to keep stakeholders engaged. Simply put, the savvy and sophistication of your messaging will have a direct impact on the sustainability of your tenure as a chief executive. ==CEOs that become recognized as great leaders are prepared, articulate, consistent, and crisp in their messaging. They speak with authority, clarity, and certitude. Their messaging engenders confidence and serves to inspire and unify. Perhaps most importantly, a great leader’s message is never in conflict with their values. They will not compromise their core beliefs simply to manipulate the outcome of a specific situation. They rest in the comfort that doing and saying the right things will ultimately put them in a favorable position, and if not, they are comfortable in assuming any negative consequences that may come as a result of right thinking and decisioning.==When it comes to the construction of messaging, I have found that people will tend to fall into one of the four following groups.==1. The Medium “is” the Message: People that fall into this camp believe that the medium will do the work for them…They believe in the reach and power of the medium to overcome any flaws in the message. This view of messaging constitutes a numbers based approach where the business logic states that if you reach enough people with the message some acceptable percentage of the people reached will embrace the message.==2. The Market “is” the Message: This view of messaging values the target audience above all else. The message is so targeted and nice specific that it is sometimes almost unintelligible to those who fall outside of the intended target market. ==3. The Message “is” the Message: This group believes that content is king…The emphasis here is that if the message is creative enough, or valuable enough, nothing else matters. This view of messaging is all about the teaser, the hook, the calls to action, the design, the concept, etc.==4. The Messenger “is” the Message: This is the branded approach to messaging…If the person delivering the message has enough credibility and influence, nothing else matters. This iconic, ego-centric approach to messaging places a high premium on the spokesperson. ==My view of the aforementioned four theories is that their sum total value is greater than their independent stand alone value. Other than in matters of character and principle I don’t tend to be an absolutist…Over the years, and especially in the genres of marketing, branding, positioning, and messaging I believe a collaborative and cross-disciplined approach to be the key to success…While content can create credability, credability can also enhance the view of content. Furthermore, the best content or spokesperson in the world communicating to the wrong audience, with the wrong message, or through the wrong medium is likely to miss the mark. It takes a blending of approach to craft the right message and this will not happen when operating in a vacuum. Following are a few final thoughts for your consideration when crafting your message:==1. It Must Be the Truth: The truth always comes out in the end…If your message won’t pass public scrutiny over time, then you have the wrong message. ==2. Use a Multiple Medium Approach: Long gone are the days of one size fits all mediums…the best messaging campaigns take place across mediums creating multiple touch points to various constituencies and demographics. ==3. Know Your Talking Points: Don’t allow the message to get lost in the medium. Remember that the main thing is to keep the main thing the main thing. You must be consistent and convicted in your opinions and your positions. Be clear, concise and don’t compromise on key points.===4. Know Your Audience: All messages should be tailored to the audience being addressed. This does not mean you should compromise your position, rather it means your message needs to relevant, timely, and of significance. While your talking points need to remain the same, they also need to address the concerns and areas of interest of those being communicated to. ==5. Don’t Forget Your Critics: The tendency is to believe that your audience is comprised of friends and allies. You need to assume that every message given will find its way into the hands of your worst critics, and furthermore, that they will attempt to use your message against you.==Good luck and good messaging.