- The Art Of Executive Presence: Unlocking The Power Within
- The Unseen Thread: How Emotional Intelligence Shapes Executive Presence
- Beyond Words: The Power of Communication In Executive Presence
- Tailored Messaging: Strategies For Engaging All Stakeholders [current article]
- Executive Gravitas: Cultivating Presence And Purpose [coming soon]
- The Role Of Confidence In Executive Presence [coming soon]
- Decisiveness In Leadership: Embracing Uncertainty And Inspiring Action [coming soon]
- The Calm Leader: How Poise Sets You Apart In High-Stakes Situations [coming soon]
- The Hardest Choices Define You: Understanding How Integrity Shapes Executive Presence [coming soon]
- Persuasion: A Tool for Elevating Your Executive Presence [coming soon]
- Beyond The Power Pose: How Body Language Can Enhance Your Executive Presence [coming soon]
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Have you ever found yourself in a room full of people, each with their own needs, concerns, and goals, and wondered how to speak so everyone truly hears you? It’s a common problem that most leaders face. The art of communication isn’t just about what you say but how you say it—and who you say it to.
Communication at the executive level requires a thoughtful, strategic approach to effectively convey your message to diverse groups, adjusting to meet the different expectations, needs, and levels of understanding. So often we forget this and deliver the same message in the same way to everyone. As a result, our message may deeply resonate with one group and completely fall flat with another. So, how do we ensure our message hits all the right notes with each audience? That’s what this article is all about.
Developing excellent communication skills is absolutely essential to effective leadership. The leader must be able to share knowledge and ideas, to transmit a sense of urgency and enthusiasm to others. If a leader can’t get a message across clearly and motivate others to act on it, then having a message doesn’t even matter.
GILBERT AMELIO
AMERICAN TECHNOLOGY EXECUTIVE
Why Tailored Communication Matters
A report by McKinsey & Company found that companies with effective communication strategies enjoy a staggering 47% higher total return to shareholders over a five-year period compared to companies that don’t prioritize communication. They also found that when employees feel well-informed, they’re 23% more productive. Research by the Institute for Public Relations indicates that effective communication can reduce turnover rates by 30-50% as employees feel more valued and informed. And research from the Corporate Leadership Council found employees who receive tailored feedback and communication are 3.5x more likely to remain engaged and committed to their organization.
Executives often need to communicate with team members, peers, and the board. Each group had their own priorities. For example, team members want to know how decisions impact their day-to-day tasks, workloads, and immediate goals. They want clarity, support, and actionable guidance. In contrast, the executive team is concerned with larger organizational outcomes, strategic initiatives, and balancing priorities. Finally, the board prefers high-level insights, metrics, and strategic alignment. They want the big picture and how it impacts the long-term vision for the company.
If you use the same message and tone with each of these groups, you risk misunderstandings, missed expectations, and disengagement. When you take the time to adjust your message for each audience, you create trust, alignment, and clarity because you demonstrate that you understand the unique needs of your stakeholders.
Key Steps To Customizing Your Communication
Know Your Audience
During a product launch meeting at a tech company, the marketing director prepared a presentation aimed at introducing a new software solution to both the sales team and the executive leadership. Understanding that the two groups had different priorities, she tailored her message accordingly.
For the sales team, she emphasized how the software would streamline their workflow, save time on client follow-ups, and ultimately help them close deals faster. She used relatable anecdotes from sales reps who had piloted the software, sharing how it helped them achieve their targets more efficiently.
Conversely, when addressing the executives, she shifted her focus to the strategic value of the software. She presented data on market trends and competitive advantages, discussing how the investment would drive revenue growth and enhance customer satisfaction. She even included a case study from a similar company that had successfully adopted the solution, showcasing a positive ROI.
By recognizing her audience's distinct needs and tailoring her approach, she not only engaged both groups but also fostered excitement and support for the new initiative.
Before diving into your message, ask yourself these questions…
- Who am I speaking to?
- What are their priorities?
- How much do they already know about the topic?
- What concerns or challenges might they have?
- How can I tailor my message to address the specific needs and concerns of my audience?
- What previous experiences or knowledge might influence their reception of my message?
KEY TAKEAWAY:
Understanding your audience shapes how you communicate effectively. Tailoring your message to their knowledge and concerns enhances engagement and clarity.
Craft Your Core Message
When launching a new community outreach program, a manager at a nonprofit organization realized that her team was overwhelmed with details about logistics and schedules. To streamline their focus, she organized a team meeting where each member was asked to summarize the program in one sentence. This exercise not only clarified the core message—“Empowering youth through mentorship”—but also highlighted the importance of brevity and clarity. Each team member left the meeting with a renewed understanding of what mattered most, ensuring that all communications moving forward were aligned and concise.
Ask yourself...
- What’s the central point I want to convey?
- Is my message clear and concise?
- What potential misunderstandings could arise from my message?
Once you’ve identified your key point, think of it as your guiding light for clarity. A well-crafted core message not only informs but inspires, ensuring that your audience receives your message with excitement rather than confusion.
KEY TAKEAWAY:
A well-crafted core message is essential for effective communication. Clarity ensures your audience receives the intended message without confusion.
Focus On The Benefits
During my time at Fidelity, we faced a sensitive situation where we had to communicate changes in how we interacted with clients. Some clients would receive enhanced services, while others might experience a shift to less personalized models. Naturally, this could create tension, especially for clients who felt they were losing something.
Rather than focusing on what was being reduced, we tailored our communication to highlight the positive aspects. Clients could access their financial information at any time, from any device—a feature that aligned with clients' growing desire for convenience and control. This reframing allowed us to deliver potentially disappointing news in a way that showcased the benefits clients valued.
Questions to consider...
- What specific benefits can I highlight that will resonate most with my audience?
- How can I frame any negative aspects in a way that emphasizes positive outcomes?
KEY TAKEAWAY:
When delivering difficult messages, focus on the benefits that resonate most with the audience and be transparent about the changes. Reframing potentially negative aspects into positive ones can help maintain trust and engagement.
Stay Authentic
When my family and I were preparing to move to Charleston, one of the key reasons was our desire for a stronger sense of community. However, we know that sharing this as our main message might have felt unkind to friends in our previous city. Instead, we focused on the warmer weather—something universally appreciated—as one of the key benefits when discussing the move with those touring our house or in conversations with our old community. This allowed us to frame our excitement in a positive light without causing unintended offense while remaining authentic about our reasons for the move.
Questions to consider...
- How can I communicate my message authentically while being considerate of my audience's feelings?
- Are there universal themes I can emphasize that will resonate with everyone involved?
KEY TAKEAWAY:
When communicating transitions, it’s important to frame the message in a way that resonates with the audience. Highlighting universal benefits while staying authentic can help maintain positive relationships.
Invite Dialogue And Feedback
Whether it’s asking for input from your team, involving the executive team in decisions, or allowing space for clients to ask questions, creating open communication channels makes the process feel more collaborative and inclusive.
In a technology startup, the CEO recognized that the fast-paced environment often left employees feeling unheard. To address this, she initiated a monthly “Feedback Friday,” where employees could submit anonymous questions or comments regarding company initiatives. During these sessions, the leadership team openly discussed the feedback, addressing concerns and celebrating successes. One month, a software engineer raised issues about burnout due to tight deadlines. The leadership team took this feedback seriously, and as a result, they implemented a more flexible work schedule. This not only improved morale but also fostered a culture where employees felt valued and heard, enhancing overall engagement.
Listening to feedback and adjusting based on that input is critical. This is especially true when you're not sure where your stakeholders stand on an issue.
Questions to consider...
- How can I create an environment that encourages open dialogue?
- What specific feedback mechanisms can I implement to ensure everyone feels heard?
KEY TAKEAWAY:
Imagine it as an opportunity to create connections where everyone feels they have a chance to contribute. By inviting dialogue, you're not just opening a door; you’re building a bridge of trust and engagement that strengthens your team and enriches your message.
Be Transparent About Uncertainty
Sometimes, you may not have all the answers when addressing your stakeholders, and that’s okay. What’s important is to acknowledge that uncertainty, provide clarity on what is known, and outline a plan for moving forward.
One of my clients is currently navigating a significant leadership transition. Her boss has recently left the organization, and her team now reports to another senior executive. The future is uncertain: her team could face increased workloads, and the company might take this opportunity to move departments and reporting lines around.
In our coaching, she expressed a strong desire to be authentic and transparent with her team, even though she didn’t have all the answers yet. Together, we crafted a message that acknowledged the uncertainty while reassuring her team that they would navigate these changes together. She was clear that being open about what’s unknown—and emphasizing how they would adapt—was key to maintaining trust. She also understood that feelings are contagious and that remaining calm and setting an optimistic tone would be important for her team.
Questions to consider...
- How can I communicate uncertainty while still providing reassurance to my stakeholders?
- What steps can I outline to help my audience feel more secure in the face of ambiguity?
KEY TAKEAWAY:
When change happens—and it inevitably will—try to see it as an opportunity for growth, a chance to be creative or innovative, and a time when you can really come together as a team. By being transparent about what you know and what remains a mystery, you create a culture of resilience and trust, inviting your team to navigate change together.
What Happens In A Crisis?
My client, the chairwoman of the board at an independent school, recently faced a situation where multiple stakeholder groups—parents, teachers, administrators, and the board—had different concerns and needed different messaging. Naturally, when a crisis hits an independent school, the way communication is handled can significantly impact its reputation, trust levels, and the smooth resolution of the issue.
In a situation like this, a one-size-fits-all communication approach can cause confusion, frustration, and potentially make the situation worse. What’s essential is a thoughtful framework that tailors communication to each group, ensuring their voices are heard, and their concerns are met with clarity and compassion.
Step 1 — Know your audience
// Parents
Their hearts are focused on how the situation impacts their child’s daily experience. They crave transparency and reassurance, wanting to know that their children are in safe hands and learning won’t be interrupted.
// Teachers
These dedicated educators need clear guidance on how the crisis will affect their teaching responsibilities. They seek support and clarity to continue providing their best for students.
// Administrators
With their eyes on the logistical details, administrators focus on what needs to change and how they can best support staff and students during this transition.
// Board Members
For the board, it’s all about the big picture—financial implications and the long-term reputation of the school. They need strategic insights and data to guide their decisions.
Understanding these varied perspectives is crucial for shaping communication that resonates with each group and meets their specific needs.
Step 2 — craft your core message
At the heart of every effective communication should be a central message that remains consistent, no matter who you’re addressing.
This message should clearly convey the following:
- What is happening? Share straightforward information about the current situation.
- What is being done? Outline the proactive steps the school is taking to navigate the changes.
- What happens next? Provide a clear roadmap of actions and decisions to come.
For Example:
You might say: “We are aware of [issue] and are taking proactive steps to ensure the continued well-being of our students and staff. Our dedicated team is working diligently to maintain a positive learning environment, and we’ll keep you updated as more information becomes available.”
While the core message remains the same, the details and tone should adapt to each audience.
Step 3 — Tailor the message to each group
Now it's time to take the core message, adapt it to the different audiences and communicate it. In our example, we need to share information with parents, teachers, administrators and board members.
// PARENTS | Messaging |
|---|---|
Specific Needs: | Reassurance & Transparency - Parents want to know how their children will be affected. They need heartfelt communication that emphasizes transparency and outlines any changes. |
Key Message: | "We understand you may have questions, and we are committed to ensuring your child’s experience remains positive. Here’s what we’re doing to navigate this situation, and we promise to keep you informed as things progress." |
Focus on Benefits: | Highlight immediate actions, such as adjustments to daily routines or additional support for students. |
Acknowledge Uncertainty: | It’s okay to share that some details are still in flux. Assure parents that they will receive regular updates. |
MESSAGING FOR PARENTS |
|---|
Specific Needs: |
Reassurance & Transparency - Parents want to know how their children will be affected. They need heartfelt communication that emphasizes transparency and outlines any changes. |
Key Message: |
"We understand you may have questions, and we are committed to ensuring your child’s experience remains positive. Here’s what we’re doing to navigate this situation, and we promise to keep you informed as things progress." |
Focus on Benefits: |
Highlight immediate actions, such as adjustments to daily routines or additional support for students. |
Acknowledge Uncertainty: |
It’s okay to share that some details are still in flux. Assure parents that they will receive regular updates. |
// TEACHERS | Messaging |
|---|---|
Specific Needs: | Support & Clarity - Teachers need guidance on how the situation impacts their work. They want to feel empowered and supported. |
Key Message: | "We know this situation may raise questions, and we’re here for you. Here’s what you need to know about the steps we’re taking and the resources at your disposal." |
Focus on Benefits: | Outline any additional resources, such as training or support services, and clarify expectations moving forward. |
Acknowledge Uncertainty: | Provide clarity on what to expect in the coming days and how updates will be communicated. |
MESSAGING FOR TEACHERS |
|---|
Specific Needs: |
Support & Clarity - Teachers need guidance on how the situation impacts their work. They want to feel empowered and supported. |
Key Message: |
"We know this situation may raise questions, and we’re here for you. Here’s what you need to know about the steps we’re taking and the resources at your disposal." |
Focus on Benefits: |
Outline any additional resources, such as training or support services, and clarify expectations moving forward. |
Acknowledge Uncertainty: |
Provide clarity on what to expect in the coming days and how updates will be communicated. |
// ADMINS | Messaging |
|---|---|
Specific Needs: | Logistics & Action Plans - Administrators are crucial to executing changes and supporting staff and students. |
Key Message: | "Your leadership is essential as we move forward. Here’s our plan for the next few days, and we’ll continue to collaborate to make adjustments as needed." |
Focus on Benefits: | Explain how their work will be supported and how their feedback will shape the response. |
Acknowledge Uncertainty: | Emphasize that flexibility will be key, but they will be kept in the loop as the situation develops. |
MESSAGING FOR ADMINS |
|---|
Specific Needs: |
Logistics & Action Plans - Administrators are crucial to executing changes and supporting staff and students. |
Key Message: |
"Your leadership is essential as we move forward. Here’s our plan for the next few days, and we’ll continue to collaborate to make adjustments as needed." |
Focus on Benefits: |
Explain how their work will be supported and how their feedback will shape the response. |
Acknowledge Uncertainty: |
Emphasize that flexibility will be key, but they will be kept in the loop as the situation develops. |
// BOARD | Messaging |
|---|---|
Specific Needs: | Strategic Oversight & Data - The board is focused on long-term implications and safeguarding the school’s reputation. They’ll also want to know about potential risks. |
Key Message: | "We’re actively managing the situation while keeping an eye on both immediate adjustments and long-term strategies for stability. Here’s the data we’ve gathered so far, and we’ll continue to share updates on our progress." |
Focus on Benefits: | Provide insights into how the situation is being managed, outline the strategic steps being taken, and explain how you plan to mitigate any risks. |
Acknowledge Uncertainty: | Commit to keeping the board informed, even as some details remain forthcoming. |
MESSAGING FOR THE BOARD |
|---|
Specific Needs: |
Strategic Oversight & Data - The board is focused on long-term implications and safeguarding the school’s reputation. They’ll also want to know about potential risks. |
Key Message: |
"We’re actively managing the situation while keeping an eye on both immediate adjustments and long-term strategies for stability. Here’s the data we’ve gathered so far, and we’ll continue to share updates on our progress." |
Focus on Benefits: |
Provide insights into how the situation is being managed, outline the strategic steps being taken, and explain how you plan to mitigate any risks. |
Acknowledge Uncertainty: |
Commit to keeping the board informed, even as some details remain forthcoming. |
Step 4 — focus on the benefits while being transparent
As you communicate, it’s vital to highlight the positive steps being taken and the benefits of those actions. For parents, it might be the reassurance that their children will receive excellent care. For teachers, it might be knowing they’ll have the support they need. For administrators, it might be clarity on how to proceed. And for the board, it might be understanding how the situation is being managed to protect the school’s stability.
At the same time, be transparent about what remains unknown and the steps being taken to bridge any gaps in information. Trust is strengthened when stakeholders feel informed, even amidst uncertainty.
Step 5 — Invite feedback and dialogue
Recognizing that each group will have different concerns and questions, creating open lines of communication is essential for maintaining trust.
Consider these approaches:
- Parents: Host a virtual town hall or Q&A session to address concerns directly, creating a space for open dialogue.
- Teachers: Facilitate smaller group discussions to ensure educators feel heard and supported.
- Administrators: Schedule regular check-ins to provide guidance and ensure that administrators have the resources they need.
- Board Members: Share data-driven updates and create opportunities for board members to contribute to long-term strategies.
This chart gives you a side-by-side look at how my client could tailor her messaging to meet the needs of each group:
PARENTS | TEACHERS | ADMINS | BOARD | |
|---|---|---|---|---|
Objective | Reassure parents about the implications of the specialist’s departure and explain how services will be maintained or transitioned. | Provide teachers with clarity on how the specialist's departure impacts their roles and students—and how they will be supported during the transition. | Equip administrators with a plan to manage the transition smoothly and ensure continuity of services. | Inform the board about the strategic response to the departure and long-term staffing plans. |
Core Message | "While we understand the departure of [Specialist] may be concerning, we are committed to ensuring that services continue seamlessly for your child." | "We are working to ensure minimal disruption for students and teachers, and we will provide you with the support and resources needed to adapt to this change." | "Your leadership is crucial as we transition responsibilities and ensure continuity of services. Here’s the plan for managing the departure of [Specialist]." | "We are managing the transition with a focus on maintaining the quality of services and are actively developing long-term staffing solutions." |
Desired Outcomes | Parents feel reassured about the continuity of services for their children and trust that they will be kept informed about the transition plan. | Teachers understand how the specialist’s departure impacts them and feel supported by additional resources or training. | Administrators have a clear plan to manage the transition and support staff and students during this time. | The board is confident that the school is managing the transition effectively and has a long-term strategy for staffing and service continuity. |
Key Supporting Points |
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|
|
Talk Track |
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P - Parents | T - Teachers | A - Admins | B - Board
P | T | A | B | |
|---|---|---|---|---|
Objective | Reassure parents about the implications of the specialist’s departure and explain how services will be maintained or transitioned. | Provide teachers with clarity on how the specialist's departure impacts their roles and students—and how they will be supported during the transition. | Equip administrators with a plan to manage the transition smoothly and ensure continuity of services. | Inform the board about the strategic response to the departure and long-term staffing plans. |
P | T | A | B | |
|---|---|---|---|---|
Core Message | "While we understand the departure of [Specialist] may be concerning, we are committed to ensuring that services continue seamlessly for your child." | "We are working to ensure minimal disruption for students and teachers, and we will provide you with the support and resources needed to adapt to this change." | "Your leadership is crucial as we transition responsibilities and ensure continuity of services. Here’s the plan for managing the departure of [Specialist]." | "We are managing the transition with a focus on maintaining the quality of services and are actively developing long-term staffing solutions." |
P | T | A | B | |
|---|---|---|---|---|
Desired Outcomes | Parents feel reassured about the continuity of services for their children and trust that they will be kept informed about the transition plan. | Teachers understand how the specialist’s departure impacts them and feel supported by additional resources or training. | Administrators have a clear plan to manage the transition and support staff and students during this time. | The board is confident that the school is managing the transition effectively and has a long-term strategy for staffing and service continuity. |
P | T | A | B | |
|---|---|---|---|---|
Key Supporting Points |
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P | T | A | B | |
|---|---|---|---|---|
Talk Track |
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So, the next time you need to communicate a message to diverse groups, take a step back and ask, “What does my audience need to hear, and how can I deliver that message in a way that resonates with them?”
Effective communication is not one-size-fits-all. Even in crisis situations, slowing down enough to craft a thoughtful, customized approach to communication is key to overcoming challenges and building a stronger, more resilient company.
In coaching, customizing communication is a frequent challenge leaders face, but it’s also an important skill that can enhance your executive presence. When you know how, it’s a powerful skill that can build trust, create engagement, move people forward, manage a crisis, and ultimately drive better outcomes.
We work with executives to help them learn how to communicate effectively across every audience. Reach out to us below or learn more about our executive coaching options here.
