How PR Shapes Better Leaders and Improves Company Culture

7 months ago

Sarah Woodhouse, co-owner and director at AMBITIOUS PR, talks about how important a good PR strategy is for leading an agency to success

Strong Communication helps leaders deliver

Without effective communication, there is no leadership. 

86% of employees and leaders believe that poor communication is the root cause of workplace failures. If leaders are to get it right, this translates to increased credibility and reputation of their organisation. This is because the CEO has a considerable amount of visibility and influence in a company.  

Leaders who demonstrate effective leadership communication skills can help create a more cohesive workplace. They can also help their business reach goals and create a positive workforce that will improve brand identity. In fact, good communication skills are integral to employee retention, as 87% of engaged employees are less likely to quit. 

Conversely, poor leadership communication skills can cause low productivity and unbalanced business workplace dynamics. It can also lead to a lack of shared vision and poor trust between customers and the business.  

The role of PR in effective leadership communication 

The fact is that many C-suite executives are still unconvinced by the value of PR, though they may appreciate public relations during times of crisis. PR is not usually considered a strategic asset for shaping a company at a higher level, but it should be.  

In fact, PR can play a critical part in building success from the top down. This is because PR is built on communication skills that translate well to leadership. 

PR pros can use the huge influence that the C-suite has to boost credibility for the business as a whole. They can also break down the communication barrier that often exists between employees and bosses.  

Sarah Woodhouse

Professional storytelling that connects  

Storytelling can create purpose, impact emotions and drive action. It demands attention, which is why it’s an incredibly powerful tool in business. It can help leaders, team members and customers feel connected on a deeper level.  

However, it’s not always easy to know which story to tell, or how to tell it.

For example, for an organisation that specialises in building on-site gyms in office spaces, helping people to stay in shape while they’re working is a very positive story, but is there something deeper? 

Perhaps the founder struggled to stay fit and healthy while they worked at a busy office. Maybe they got in shape, and are now helping other businesses create a healthy workplace? 

The story is instantly stronger. Not only does this help create a connection between the founder and the business, but it also demonstrates it’s values too. Effective communicators know how to find the best story to tell, but they also know how to tell the story.  

A strong communication strategy can help leaders deliver these sorts of messages to the public. 

Building awareness as a thought leader 

Some of the most effective leaders use their communication skills to interact and engage with their audience; think Satya Nadella, Mark Zuckerberg, Bill Gates and Richard Branson. They demonstrate the clear vision of their companies through open dialogue, they encourage input and they express ideas well. 

Not only can a thought leadership strategy build effective leaders, but it can also benefit the rest of the company. In a B2B thought leadership study, Edelman and LinkedIn found that 88% of 1,164 executives believe that thought leadership can enhance the credibility of the business. It’s also a great way to reach more of your target audience. 

PR agencies can deliver on this strategy by creating content that can establish C-level executives as thought leaders in their industry. They can also help to use effective leadership communication to generate ideas and keep a pulse on the latest trends. 

A strong communication strategy can help leaders deliver messages to the public

Sarah Woodhouse

The value of an outsourced PR agency 

It’s very easy for C-suite executives to develop tunnel vision when it comes to leadership communication. Naturally, they are closest to the business. The benefit of working with a PR agency is that they can challenge in a way that in-house teams can’t.  

PR professionals also know the most valuable stories to share with the press, and what not to share. They also know the best way to tell a story for better exposure. They can offer an objective view of the company and create strategies to maximise impact across a variety of communication channels. 

While many organisations have their own marketing teams, they’re often restricted in terms of manpower. A PR and communications team can act as an extension of the internal team. They can free up resources so that they can refocus elsewhere. They can immerse themselves in the business and offer a collaborative approach, bringing continuous added value to the organisation. 

Joining forces in this way can bring value that’s very distinct from the internal communications unit. They can add visibility and credibility while creating consistent messaging for the brand. Partnering up with a professional PR team can also amplify an organisation’s ability to engage with its target audience. 

In a nutshell, an effective PR strategy can help build more successful leaders and change company culture for the better. For more information on creating an effective leadership communication strategy, click here.

Do you have a story to tell? Email [email protected]

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