“Corporate leaders are increasingly expected to issue statements on a range of complex and often controversial political and social issues as they arise,” explains author Matthew Kohut. “As a result, chief executives run the risk of falling into the ‘talking trap,’ and thus needing to comment on every issue du jour. However, those whose only strategy is to avoid risk by saying nothing do so at their own peril.”
Fortunately, Kohut’s new book, Speaking Out: The New Rules of Business Leadership Communication, details a new framework for understanding how to manage corporate communications challenges with a shared emphasis on actions and words.
The book explores why and how executives speak out, and it looks at the practices many have employed to meet the moment. More specifically, you’ll read case studies of leaders who have spoken out and backed their words with action, and those case studies are contrasted with those of others who have had mixed records on accountability, failed to show progress in public commitments or faced consequences for taking a stance.
These real-world
examples demonstrate the difference between public relations efforts that can
be easily dismissed as spin and authentic communication that enhances
credibility and trust.
Kohut adds that “Where speaking out is concerned, transparency
and accountability are the twin pillars of legitimacy.”
Also, “The first step toward being a more skillful communicator
about any emotionally charged subject is for leaders to listen before they
speak,” shares Kohut. “It sounds like Corporate Communications 101—because it
is—but plenty of leaders still fail to do it.”
“Listening well is an act of respect,” says Kohut. He states listening well does not imply concurrence or agreement. “The ability to
validate emotions, to acknowledge substantive differences without dismissing
them, and to respond with both clarity and humanity is a practice that cannot
be rushed.” Done well, it fosters mutual respect and admiration.
Finally, Speaking Out demonstrates that
managing risk today involves knowing not just when to speak and what to say but
also what to do. This book will be an invaluable guide for effective corporate
communications for established and aspiring C-suite leaders alike.
Plus, professionals working in corporate and executive
communications, marketing and branding, government relations, corporate social
responsibility, and public relations will also benefit from reading the book.
___
As a founding partner of KNP Communications, Kohut has prepared CEOs, elected officials, and public figures for events from live television appearances to TED talks.
He has taught at George Washington University and held a fellowship at Bennington College. His writing has appeared in publications from Harvard Business Review to Newsweek.
Thank you to the book’s publisher for sending me an advance copy of the book.
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