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7 Lessons for Executive Communicators - 9/24/2013 -

Association communication professionals are often called on to write or polish their association leadership’s speeches and presentations. But these days, you must do more than simply churn out content. Consider these underlying — yet critical — qualities.

By Ian Griffin

You know you’re a world-class speechwriter and communications professional when you embrace these seven characteristics:

1. Serve as a CEO's confident confidant. As the speechwriter, I'm the one person in the room without an agenda. A CEO once told me, "It's lonely at the top. I've seen every scam that managers can pull to cover their rear ends. I need someone who can tell it like it is."

Key lesson: Speechwriters with the confidence to speak up will become the confidant and trusted adviser of senior executives.

2. Be an impartial observer. I was once brought in to edit an annual report for a European client with four divisions. My role was to resolve the different viewpoints of each group. Communications professionals are in a unique position to be impartial observers in organizations with multiple departments and competing interests.

Key lesson: Take initiative and tell the truth, no matter what certain executives want to hear. But don't take sides within your association. Keep lines of communication open to all parties.

3. Take out complexity. Associations are filled with subject-matter experts, while a communications professional is a jack-of-all-trades, master of none. But that's your hidden value to an organization. It's your job to know a little bit about everything the organization does and who to talk to when you need details.

But lack of detail is rarely an issue. Time and again I've asked experts for background information for five to 10 minutes of a speech, only for them to give me enough data for a two-day seminar. When writing a speech or creating a presentation for your organization, your job is to absorb enormous volumes of data and take the complexity out — to find a way to communicate the message without putting the reader or audience to sleep.

Key lesson: Learn to simplify. Only include what is necessary to convey what is essential. As Einstein said, "Everything should be made as simple as possible, but not simpler."

4. Tell compelling stories. People may not remember what you did or said, but they will always remember how you made them feel. Audiences forget facts, but they remember stories. Once you get past the jargon, the business world is an endless source of fascinating stories. I've found the best sources of great stories are informal chats when you are sitting down over coffee or sharing a beer and pizza with a colleague or customer. People will share stories about the lessons they’ve learned, which you can use in future speeches and presentations.

Key lesson: Always listen for stories executives tell about their childhood, family life, hobbies, early career and more. Dig for specifics. As speech coach Patricia Fripp says: "Specificity builds credibility."

5. Embrace multimedia. The one-hour keynote is an endangered species. Conference organizers know audiences have short attention spans. Given travel budget restrictions, many organizations are turning to virtual meetings. Executives now need to feel comfortable on camera as well as on the podium.

My three years as a communications consultant at Cisco introduced me to the exciting possibilities of TelePresence meetings. I also enjoyed access to fully-equipped television studios to produce All Hands meetings. But it was just as exciting to work within the limitations of a simple flip camera to capture video that I edited with Windows Movie Maker.

These days, it's not enough to write clever speeches. You need to keep current with the latest in multimedia technology.

Key lesson: Digital media expands the boundaries of executive communications. Suggest it as an alternative to travel or use it to time-shift, create content that includes outdoor shots, show audience testimonials and impromptu out-takes, record staff interviews, livestream events, and experiment with transmedia storytelling.

6. Open up the backchannel. Your audience is no longer silent. They might look like they are sitting quietly, but a raging debate on what Cliff Atkinson called "the backchannel” can occur within and beyond the confines of the presentation venue.

I'm amazed at the resistance some speakers have to this. My experience curating Twitter hashtags for specific events shows there's a rapidly emerging opportunity to magnify the impact of a speech and increase the reach beyond the walls of the auditorium.

Key lesson: Learn about and embrace the backchannel. Make sure your executive has a Twitter account and uses it for shameless self-promotion and to stimulate a lively debate before, during, and after each presentation he or she makes.

7. Learn to ask the right questions. As a communications professional, it's not your role to out-gun the experts, vice presidents, and assorted executives in the C-suite when it comes to content. Your role is to ask what headline the CEO wants the speech to produce, to find out the audience's hot buttons, and to uncover the unique point of view the speaker brings to the issue.

The one lesson I've taken away from the work I've done is to always be ready to ask, "Why is that?" when executives suggest points they want to make in a speech. When they give an answer, have the courage to ask the same question again. It's often only after they answer for the third time that they reveal the core of the speech.

Key lesson: Don't hurry to get to a final draft. Be professional and respect deadlines, but keep asking questions until you reach an answer that will make the audience sit up and take notice.

Ian Griffin is a freelance speechwriter and annual report writer who blogs at Professionally Speaking.


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