Why your comms people need to know the difference
If you’re a thought leader, you are going to need to be able to communicate a clear, consistent vision. Whether or not you have a communications staff to help, there are some fundamental rules about what powerful communication looks like. To get the best results, both comms staff AND thought leaders need to know what that looks and sounds like. Some reminders:
1) It’s about the forest, not the trees
Messages are about the BIG picture (the “forest”). They need to be succinct, memorable and authentic to you (genuine). These are the “takeaways”, the bottom line you want people to remember from any briefing, meeting, speech or presentation. Make sure you not only know what they are but that you are fully in support of each one.
2.) Navigate your forest using only your largest trees
Thought leaders have to be persuasive, no matter what their title or reputation. The best evidence you can find that prove your messages are the right ones are called “talking points”. Those are your “largest trees” in the forest you’re guiding listeners through: the strongest examples, data, and compelling stories you can use to convince others. If you’re a master guide and can even speak to the small trees, shrubs and underbrush, good for you but save those for the handouts and follow-ups delivered by others. (Comms people: Don’t over-whelm your thought leaders with “trees”. The job isn’t about handing over loads of data. It’s about knowing what rises to the top.)
3.) Even master guides aren’t expected to know every tree in the forest
If you’re a thought leader, you’re there because of your “vision,” the ability to see the bigger picture. You’re not there because you can do it all, know it all, or anticipate it all. Leave the detail to your subject matter experts and frame your communications accordingly. No one is expecting you to always have the answer. They’re expecting you to know how to find one.
4.) Get Out There
You can’t be recognized as a “thought leader” if you’re just a title. Don’t leave the communications, internally or externally to those you designate just for that task. The more we see and hear from leaders themselves, the more we’re eager to navigate that forest with you and give you credit for helping us explore it. Put communications at the front and center and help develop other ‘high potentials’ who can do the same.
For more tips and techniques: follow us at www.thepincusgroup.com
You
If you’re a thought leader, you are going to need to be able to communicate a clear, consistent vision. Whether or not you have a communications staff to help, there are some fundamental rules about what powerful communication looks like. To get the best results, both comms staff AND thought leaders need to know what that looks and sounds like. Some reminders:
1) It’s about the forest, not the trees
Messages are about the BIG picture (the “forest”). They need to be succinct, memorable and authentic to you (genuine). These are the “takeaways”, the bottom line you want people to remember from any briefing, meeting, speech or presentation. Make sure you not only know what they are but that you are fully in support of each one.
2.) Navigate your forest using only your largest trees
Thought leaders have to be persuasive, no matter what their title or reputation. The best evidence you can find that prove your messages are the right ones are called “talking points”. Those are your “largest trees” in the forest you’re guiding listeners through: the strongest examples, data, and compelling stories you can use to convince others. If you’re a master guide and can even speak to the small trees, shrubs and underbrush, good for you but save those for the handouts and follow-ups delivered by others. (Comms people: Don’t over-whelm your thought leaders with “trees”. The job isn’t about handing over loads of data. It’s about knowing what rises to the top.)
3.) Even master guides aren’t expected to know every tree in the forest
If you’re a thought leader, you’re there because of your “vision,” the ability to see the bigger picture. You’re not there because you can do it all, know it all, or anticipate it all. Leave the detail to your subject matter experts and frame your communications accordingly. No one is expecting you to always have the answer. They’re expecting you to know how to find one.
4.) Get Out There
You can’t be recognized as a “thought leader” if you’re just a title. Don’t leave the communications, internally or externally to those you designate just for that task. The more we see and hear from leaders themselves, the more we’re eager to navigate that forest with you and give you credit for helping us explore it. Put communications at the front and center and help develop other ‘high potentials’ who can do the same.
For more tips and techniques: follow us at www.thepincusgroup.com
You
