How to get your executives to communicate more effectively
Does this scenario sound familiar? You’re a communications professional supporting a CEO or other C-suite executives, but the challenge is, they’re not listening to your advice. Every time they speak, their messages are vague, high-level, and out of touch with their audience. It’s starting to show in employee feedback, and engagement is taking a hit.
So, how can you help translate their lofty executive speak into real-life messaging that resonates with employees and boosts engagement? Let’s dive into six practical strategies to bridge the gap between the C-suite and the rest of the organisation.
1. Start small
When dealing with an executive who isn’t receptive to your communication guidance, it’s often because they don’t see a problem with how they’re presenting themselves. Expecting them to overhaul their communication style overnight is unrealistic. Instead, start small.
Introduce one small change at a time—something that’s easy for them to agree to. This technique, known as the “foot-in-the-door” approach, works because it makes the request seem manageable. For example, suggest experimenting with a minor tweak, like using a more conversational tone or adding a personal story to their speech.
2. Align with them
It’s crucial to understand how your executive prefers to work with communication partners. Some CEOs want detailed briefs, while others prefer key messages or brainstorming sessions. Tailor your support to their style, and don’t assume that what worked for one executive will work for another.
If you’re going in with word-for-word scripts when all they want is a high-level outline, you’re not aligning with their needs. By adapting your approach, you can help them feel more comfortable, confident, and in control of their communication.
3. Find the real influencers
Sometimes, the key to getting through to your CEO isn’t directly influencing them—it’s finding out who has the real influence in their circle. Often the gatekeepers, like executive assistants or chiefs of staff, hold significant sway. These individuals spend the most time with the CEO and have built trust over time.
Building rapport with these influential allies can help you subtly steer the CEO in the right direction. Start with small gestures, like offering to grab them a coffee, and gradually build a relationship. Then, when the time is right, ask them to support your messaging goals with the CEO.
4. Use your data
Executives are data-driven, so if you want to persuade them to change their communication style, come armed with metrics. This could include feedback from employee surveys, email open rates, or engagement stats from Town Halls. Use this data to present a clear case for why a specific communication approach isn’t working and how you can improve it.
When presenting data, give the executive options to choose from, creating the sense of control. For example, after showing feedback that employees didn’t understand the organisation’s strategy, offer options like simplifying language, using visuals, or trying a combination of both. Let them decide which path to take.
5. Leverage ‘Loss Aversion’
Executives often respond more to the fear of losing something than the promise of gaining something. This psychological principle, known as loss aversion, can be powerful when trying to influence behaviour.
Remind the CEO of what they stand to lose by not taking your advice—whether that’s a decline in employee engagement, a tarnished internal reputation, or missed business opportunities. Framing your suggestions in terms of potential losses makes them more likely to take your advice seriously.
6. Build your credibility
Ultimately, for your executive to listen to you, they need to see you as a trusted advisor. Building that credibility doesn’t happen overnight, but you can do it through active listening, showing business acumen and delivering quality work.
Changing an executive’s communication style is not a quick fix. It requires patience, persistence, and strategy. In time, you’ll be able to help them translate their high-level executive speak into real-life messaging that resonates with the entire organisation. Don’t give up—it’s a slow burn, but with the right approach, you can make a real impact.
