Page 29 - Great Communication Secrets of Great Leaders

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WHAT IS LEADERSHIP COMMUNICATIONS?
CHAPTER 1
as a proud example of civic and individual and collective heroism,
stoicism, and eventual healing.
Reinforce organizational capability. These messages underscore the

company’s strengths and are designed to make people feel good about
the organization for which they work. Katherine Graham, publisher
of the Washington Post, relied upon the people in her organization to 7
build a world-class news organization. Her public comments in the face
of the publication of the Pentagon Papers, the Watergate investigations,
and nasty labor struggles at the paper demonstrated her undying com-
mitment to the paper.
Create an environment in which motivation can occur. These messages
provide reasons why things are done and create a path of success for
people to follow. They also describe the benefits of success, e.g., a
more competitive organization, more opportunities for promotion, or
increased compensation. Joe Torre, manager of the New York Yankees
and winner of four World Series in his tenure, believes that everyone
on the team has a role to play. His quiet demeanor, coupled with sup-
portive words and actions, has created an environment in which players
feel that they can achieve and strive to do so.
Promote a product or service (and affirm its link to the organization’s
vision, mission, and values). These messages place what the organiza-
tion produces within the mission, culture, and values of the organiza-
tion; e.g., we create products that improve people’s lives. Shelly
Lazarus, the CEO of Ogilvy & Mather, a leading advertising agency,
makes her living using communications to promote the virtues of
internationally known brands like IBM and Ford Motor Company.
She applies the same commitment to promoting her agency’s brand
as a place where exceptionally talented people can succeed.

EXAMPLES OF LEADERSHIP MESSAGES
The style of leadership messages varies according to their purpose. Here are
some examples:

VISION
Our challenge is to complete this project by year’s end. When the project
is complete, we will have the exciting new product our customers have
been asking for. This product will enable them to work more efficiently,
and it will enable us to grow our business profitably.