Leadership communications: planning for the desired reaction

Abstract

Purpose

The author warns that when corporate leaders misunderstand and mishandle communication in a crisis, there can be existential consequences: customer loyalty can be jeopardized, market share lost to rivals, the ability to achieve key goals compromised, and perhaps a legal position undercut. The article aims to demonstrate how such pitfalls can be avoided.

Design/methodology/approach

The paper explains that effective communication requires mastering a discipline with two key skills – gaining a current and thorough knowledge of the expectations and needs of audience and understanding how to craft a message to achieve a desired reaction.

Findings

The author proposes and parses a working definition of communication is: “an act of will directed toward a living entity that reacts.”

Research limitations/implications

Case studies of communications failures are reported.

Practical implications

Organizations need defenses against their charismatic leaders.

Originality/value

The paper provides a guide to how effective leaders communicate with stakeholders by speaking and acting only after thoroughly studying their needs and interests.

Citation

Fred Garcia, H. (2012), "Leadership communications: planning for the desired reaction", Strategy & Leadership, Vol. 40 No. 6, pp. 42-45. https://doi.org/10.1108/10878571211278886