What is Leadership Communication?
What is leadership communication?
Almost two years ago, we witnessed some of the best leadership communication in modern times. As Russia invaded Ukraine, Ukraine’s President Zelenskyy led his people (and continues to do so) with clarity, confidence and courage through uncertain, chaotic and catastrophic times.
He emerged as something few people expected: a war time leader who rallied his people to fight back in what seemed an impossible ask.
He did this through leadership communication: speeches, televised addresses, social media posts.
If you’ve ever wondered what Winston Churchill meant when he said, “The difference between mere management and leadership is communication.” – I’d like to think Zelenskyy is the perfect example.
The hallmark of good leadership is communication.
Just look back in history – Lincoln, Churchill, Kennedy, Mandela, Obama – what do they have in common? History-making speeches.
Just like a songwriter speaks to a broken heart or the dying gives advice to the living, we want our leaders to help us make sense of information, make meaning of change and unexpected events, and navigate complex emotions. We also want them to paint a picture of the future and detail steps to get there.
I acknowledge, it’s not an easy ask but it’s also not negotiable.
A survey conducted several years ago by The Economist found, “Poor communication is having a tremendous impact on the workplace.”
The report said: “Communication barriers are leading to a delay or failure to complete projects, low morale, missed performance goals and even lost sales—some worth hundreds of thousands of dollars.”
It’s a simple equation: Good leaders are good communicators.
Back to Zelenskyy. On the 24th February 2022, President Zelenskyy delivered a televised address to the people of Russia – a passionate, desperate last ditch effort to prevent war.
It was unsuccessful.
It didn’t stop the war but it started an outpouring of support from around the world and earnt him respect as a remarkable leader.
Using that speech as an example, let me explain what is leadership communication.
1. Leadership communication is visionary
What is the most important job of a leader? To lead. To chart the path forward. To know where we are headed… and then to clearly communicate that vision.
Firstly, leadership communication is visionary. It paints a clear picture of the future. Usually this is a positive message but not all the time. Not in the example below or when talking about climate change.
In the example of Zelenskyy’s address to the people of Russia, he clearly outlined what was to come.
“The war is a big disaster, and this disaster has a high price. With every meaning of this word. People lose money, reputation, quality of life, they lose freedom. But the main thing is that people lose their loved ones, they lose themselves.”
It’s your job as a leader to help people clearly look into the future, which is determined by the decisions and actions we make today.
2. Leadership communication makes sense of information
It’s also a leader’s job to make the complex simple – to help people make sense of information – to help them understand what it means for them. This is especially important in our modern world where information is everywhere, often conflicting and sometimes, deliberately, misleading.
It’s why leadership communication must make sense of information for others.
Zelenskyy used the opportunity to counter what Russian’s might have heard.
“They told you that Ukraine is posing a threat to Russia. It was not the case in the past, not in the present, it’s not going to be in the future. You are demanding security guarantees from NATO, but we also demand security guarantees. Security for Ukraine from you, from Russia and other guarantees of the Budapest memorandum.”
Miscommunication happens when leaders assume people all make sense of information the same way. This is not the case. We are all unique. We all have different life experiences and different lenses through which we view the world.
When you say something, clearly spell out what you mean. Make sense of information for others. It’s what good leaders do.
3. Leadership communication makes meaning of change and unexpected events
When we talk about leadership communication, we don’t talk enough about making meaning for others. Research has found that making meaning of change and unexpected events, especially stressful events, has far reaching benefits for wellbeing.
When our beliefs about the world are challenged, or when our world no longer exists as we once saw it, we need our leaders to help us create new beliefs and new understandings about our environment and existence.
In the example of Zelenskyy, when peace gave way to war, he needed to change how his people saw themselves and how the world saw his people.
He did this in many ways but especially when he said:
“We know for sure that we don’t need the war. Not a Cold War, not a hot war. Not a hybrid one. But if we’ll be attacked by the [enemy] troops, if they try to take our country away from us, our freedom, our lives, the lives of our children, we will defend ourselves. Not attack, but defend ourselves. And when you will be attacking us, you will see our faces, not our backs, but our faces.”
Most leaders will never navigate a situation as dire, destructive and devasting as war. But there are still many situations which require you to make meaning for your people: redundancies, restructures, reputational crises—any change or event that might be out-of-line with people’s beliefs and expectations.
4. Leadership communication helps others navigate emotions
Our emotions are in reaction to information. Our brains receive information, interpret it, and respond, if necessary, with emotion. Leadership communication should identify how people are feeling and shape how you want them to respond to information.
In the example of Zelenskyy, he might have felt that Russians felt hopeless and helpless to stop war. He tried to change it and spur them to action.
“But our main goal is peace in Ukraine and the safety of our people, Ukrainians. For that we are ready to have talks with anybody, including you, in any format, on any platform. The war will deprive [security] guarantees from everybody — nobody will have guarantees of security anymore. Who will suffer the most from it? The people. Who doesn’t want it the most? The people! Who can stop it? The people. But are there those people among you? I am sure.
If you are going to give people information, leaders should shape how people should emotionally respond, whether that be angry, disgusted, shocked, hopeful, proud or determined.
Don’t leave it to the people to navigate their own emotions, identify emotions and shape how they should respond.
After all, emotions influence our decisions and actions.
5. Leadership communication details next steps
Leaders should articulate their future vision and then detail steps to get there. It sounds so simple yet this type of concrete, actionable information is often missing in leadership communication.
Be crystal clear with what next steps you want people to take.
Zelenskyy did this beautifully when he said:
“I know that they [the Russian state] won’t show my address on Russian TV, but Russian people have to see it. They need to know the truth, and the truth is that it is time to stop now, before it is too late. And if the Russian leaders don’t want to sit with us behind the table for the sake of peace, maybe they will sit behind the table with you. Do Russians want the war? I would like to know the answer. But the answer depends only on you, citizens of the Russian Federation.”
So, there you have it. Leadership communication requires you to outline your vision, make sense of information for others, make meaning of change and unexpected events, help others navigate emotions and clearly communicate next steps.
Look at the last speech or presentation you delivered. Did you do this well? What could you do better?
Want to improve your leadership communication skills? Check out my training, online speechwriting course or keynote coaching package.