How PR can help build more effective business leaders

How PR can help build more effective business leaders

Many C-suite executives are still unconvinced by the value of PR, though they may appreciate public relations during times of crisis. However, the majority of the business-advancing work that PR does seems to go unnoticed.

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. In fact, PR can help build more successful leaders and change company culture for the better.

Building more effective communication skills

Without effective communication, there is no leadership. Both employees and the general public rely on communication from the top for guidance, confidence and reassurance. This is because the CEO has a considerable amount of visibility and influence in a company. Their role is closely intertwined with the credibility and reputation of their organisation. This is why success for them means success for the business.

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. Public relations and communications professionals can offer effective leadership communication training that can help CEOs foster a culture of trust and transparency.

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.

Connecting brand with leaders through professional storytelling

Storytelling demands attention, which is why it’s an incredibly powerful tool in business. It can create purpose, impact emotions and drive action. 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. This is especially true for B2B business leaders.

Perhaps your organisation specialises in building on-site gyms in office spaces, for example. Helping people stay in shape while they’re working is a very positive story, but is there something deeper?

Perhaps you, as the founder, struggled to stay fit and healthy while you worked at a busy office. Maybe you got in shape, and now you’re using your organisation to help other businesses create a healthy workplace. The story is instantly stronger.

Not only does this help create a connection between yourself and your business, but it also demonstrates your values too. Good communicators know how to find the best story to tell, but they also know how to tell the story. More effective communication skills can help leaders deliver these sorts of messages to the public.

Building credibility through thought leadership

Take a look at some of the world’s most well-known and respected leaders. What do they have in common? Leaders including Satya Nadella, Mark Zuckerberg, Bill Gates and Richard Branson, are all considered thought leaders.

They use effective leadership and communication skills to interact and engage with their audience. They demonstrate the clear vision of their companies through open dialogue, they encourage input and they express ideas well.

Thought leadership can 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 a great way to boost your marketing strategy and reach more of your target audience.

PR professionals are experts at creating content that can establish you as a thought leader in your industry. They can also help you use effective leadership communication to generate ideas and keep a pulse on the latest trends.

An extension of internal communications with an outside perspective

C-suite is continuously close to the business. This is why some executives can develop tunnel vision when it comes to leadership communication. PR professionals 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 your 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 your brand. Partnering up with a professional PR team can amplify your ability to engage with your target audience.

For example, perhaps your marketing team is currently working on a campaign for the launch of a new product. However, one of the old products has been discovered to be faulty. You need to issue an urgent recall, issue a statement to the press and answer customer queries.

However, you don’t have the manpower to do so, without jeopardising the new product launch. This is when you call a PR team with experience in crisis communications to put together an effective strategy. Your internal team can concentrate on the new launch, and PR can focus on avoiding fallout.

86% of employees and leaders believe that poor communication is the root cause of workplace failures. Ensure that your company doesn’t experience the most common communication pitfalls with an effective PR strategy.


Contact AMBITIOUS today to discover how we can help you create a robust PR strategy that will make your business leadership more effective. Call us at 0117 905 1177 or get in touch.