CEOs must be clear on messages to clients

CEOs should study and understand the needs of their audiences and make their messages credible and relevant to the needs of their target audiences. Image taken from soulpreaching.com/ -
CEOs should study and understand the needs of their audiences and make their messages credible and relevant to the needs of their target audiences. Image taken from soulpreaching.com/ -

LISA-ANN JOSEPH

We always advise the chief executive officer of a corporation, regardless of size, that setting out to communicate effectively with his/her target audiences requires a few basic dispositions.

First, the CEO must have in mind the needs and wants of the audience. For example: What is foremost on the agenda of requirements of the people and institutions you want to reach out to? Or, what good advice do you want to place before them so that they can make the best decisions in their own interest?

Remember, the messages are not designed for the CEO’s own liking and desires. You, the CEO, are communicating to meet the needs of your audiences. Fashioning the messages, therefore, requires you to understand in some detail what your target audiences need to hear. With such a basic understanding of communicating with audiences in their interest, the communicator can then shape the messages to suit the needs of those upon whom your business is dependent.

The heartbeat of a successful corporate communication plan and outreach is the embodiment of “truth” in the messaging – at least the communicator has to take a good shot at “what is truth?” The communicator has to first believe in the core of the message delivered. Moreover, the executive has to have firsthand experience of the efficacy of what he/she says to the targeted audiences. “Has the advice been tested in the real world and had the salutary effect for which the communication is designed?” The CEO has to be first satisfied that his communication answers that question.

Authenticity is the gold standard in messages communicated to target audiences. Increasingly, stakeholders and consumers are demanding that companies be “real” with what they communicate. A further requirement is the ability of the messages communicated to “deliver the goods” as promised.

We advise CEOs and the executive managers that they must deliver answers which are valuable. When implemented, the messages must deliver results instead of excuses. This requires hard and proven results in different situations of applications of the messages.

“Half pick ducks” cannot be easily digested by consumers. They require a thorough plucking and cleaning before being tasted for their authenticity and fine taste. CEOs must ensure their communications can pass the well-seasoned and prepared taste before being delivered.

In our times, there have been many, and massive, failures of individuals and corporate bodies to deliver on promises they made to consumers. “Cat in bag” communication creates more problems than it supplies solutions. This failure has made consumers cynical, not trusting. Now companies want to ensure the messages delivered can meet the needs of persons and institutions who invest in the message.

In addition to the messages being authentic in their rendering, communicators and their companies must have profiles and some measure of status in the community. It does not mean the corporate CEO has to be known and seen constantly in the media over a long period of time. In fact, it is quite possible that over-exposure in the media can negatively affect the credibility of an individual who pops up on television, the radio and the newspapers on a daily basis, at times saying nothing very loudly.

In addition, there’s the risk of over-exposure and at some point along the way, the CEO may have mischaracterised a situation, and or exaggerated the effectiveness of a product or service. So, we advise communicators to watch for media overuse and the possible erosion of credibility.

The advice we give to our client CEOs is to plan strategically any public intervention with messages. This includes developing the content of the messages; a thorough research on the clients and their needs, their profiles in the public environment; and what will best service the interests and needs of the clients. These are approaches which have been tried and tested upon which corporate CEOs can build reputations for their products and services and for their own credibility with target audiences.

As an aperitif before entering into the main course of communicating with the public, we advise CEOs to test their messages. On occasion, it can be done by running surveys through formal and informal means. It can be telephone surveys of a brief testing nature. When needed, the surveys can be of a more scientific nature requiring precise measurements.

At the risk of belabouring the points made, CEOs are advised to study and understand the needs of their audiences. Having done so, the CEOs and their organisations must make their messages credible and relevant to the needs of their target audiences.

For feedback, comments or questions, please email Lisaann@rmcaribbean.net

Lisa-Ann Joseph is the Managing Director of Reputation Management Caribbean, a Public Relations and Crisis Communications Agency.

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