Making your leaders a more visible and empathetic face for your organization has become a top priority in the months since the global pandemic upended life as we know it.
Audiences are looking for guidance and reassurance, someone who can show them how to get through the challenges ahead. They want to know that top leaders are taking them into consideration when making decisions and approaching the future of work and business with empathy.
PR pros are used to creating “thought leadership” for their clients and executives, but crafting that message has only become harder in our low-trust, highly skeptical environment.
In a recent session for Ragan Training titled “Creating Fresh Thought Leadership Content That Cuts Through the Noise,” Rachel Spates, associate director of communications for Sun Life, shared five essential lessons for executive comms in today’s world.
1. Transparency and authenticity are key.
Your executive video doesn’t have to be “polished and professional,” as Spates puts it. It needs to be real and reflect the experiences of real people.
2. We embrace two-way communication channels with our employees.