The Voice Of Leadership

Former WBZ-TV news anchor Suzanne Bates, who is now advising business enterprises and law firms on improving communications, has written a book that provides some basic practical advice on communicating like a leader.

For lawyers who act as group leaders or trusted advisers to business leaders in the spotlight, this primer serves as a simple guide to the essential communications skills that leaders need to succeed.

“Experience and technical skill are assumed in those who rise to the top,” Bates observes. But she adds that leaders who can communicate well in a variety of settings are most successful “because they can also articulate vision, share wisdom and motivate others to action.”

Her book is peppered with quotes from great leaders, anecdotes from successful CEOs, as well as data from surveys regarding leadership communication by the Bates Communications group to illustrate her points.

Bates outlines the basics for improving leadership communication, including:

• several specific traits of leaders who are effective communicators;

• the most frequent mistakes that people make in front of crowds or the media;

• tips for leading meetings effectively;

• how to deliver better speeches and presentations;

• how to handle question-and-answer sessions;

• basic advice on doing your best in media interviews; and

• coming up with a personal development plan for improved communication.

Dissecting Leadership Communication

This book demonstrates that successful communication is not rocket-science, but it does require some attention to detail and some regular exercise of practical skills and lessons.

It also reveals that prioritizing organizational communication is critical in the eyes of successful business leaders, such as Michael Eskew, the chief executive at UPS.

An examination of his typical daily itinerary reveals that he is completely focused on “talking and listening … from morning to night” because “that’s the job” of being CEO.

Surprisingly however, Bates Communications surveys show that many leaders do not effectively prioritize and attend to communication issues.

Most respondents in one survey said their bosses did not communicate well even when it was a stated priority, while other surveys showed that less than half of respondents gave their bosses good marks for leading productive meetings, sharing critical information or knowing how to inspire others.

Bates also reveals the fundamental components of effective and authentic communication as seen by survey participants, including the relative importance of those components.

The local author spells out how integrity, vision, the ability to listen and even humility are scrutinized and rated by those being led.

Tips And Cautions

In addition to offering tips to leaders on how to find their own inner “authentic voice” that is essential for establishing trust with an audience, Bates gives a concise overview of the basic “do’s and don’ts” of effective communication.

“Every speech, presentation or communication needs one big idea,” she advises first and foremost, noting that one big idea is the most people can digest at one time.

The author provides specific examples of historical figures and management leaders who successfully focused people on an idea, explaining how they kept it simple but captivating for their audiences.

She also lays out the most repetitive mistakes that people make when speaking to groups or reacting to the media.

Bates warns leaders about the perils of “winging it,” evading tough questions, blowing easy questions for lack of preparation, forgetting who their audience is, or leaving everything to speechwriters or consultants.

She also offers ideas for building a step-by-step development plan for better personal effectiveness in communication in a variety of settings.

The former news anchor advises how the use of mirrors, video cameras, coaches, test audiences and other tools can turn an average speaker into a great one.

For those who regularly face demanding question-and-answer sessions with employees, media members or others, Bates has some basic advice: be honest, be calm, be available and be open.

Quoting a health care executive who used to head he Massachusetts Water Resources Authority, the author tells readers that “you have to understand that [sometimes] the reason you are there is to be yelled at.”

Those who wish to improve their leadership communication are also advised about the author’s “98 percent solution” for preparing to handle the toughest questions while not blowing the easy ones.

The particular ability to do media interviews, notes Bates, has become an essential skill in every leader’s box of tools.

“Your words ripple out like a wave, often creating a seismic force, whether the news is good or bad [and] your employees, customers, competitors, directors, analysts, and the public are listening,” she says.

She also advises leaders how to conduct effective meetings, not by avoiding conflict, but by promoting positive conflict that stimulates growth and creativity, while managing negative conflict so that it ends in a positive tone with a win-win result.

For those leaders who are really serious about honing their communication skills, Bates even advises them on developing their own support teams of coaches, trainers, speechwriters, public relations experts, voice coaches and other experts.

Noting the importance of preparation and good tools, Bates cites the words of former President Abraham Lincoln: “If I had eight hours to chop down a tree, I would spend six hours sharpening my axe.”

Questions or comments may be directed to the publisher at [email protected].