How to Meet the Challenge of CEO Communications with Pervasive Change!
Guiding Principles of Leadership Communication
By Barbara C. Carey and Mike McCall, RN
CEO communication is challenging and critical during organizational change. Since healthcare is so dynamic, the challenge is ongoing. TCI understands. We have worked behind the scenes on this issue for twenty years.
What have we learned about successful CEO communications?
1.Take time to create the narrative with the right facts that will resonate with your multiple audiences: the board, physicians, hospital leaders, clinicians, administrative and facility staff and the public. There may be a sense of urgency but giving your message thoughtful consideration will reap better results.
2. Tell the truth, even if its hard. This is especially difficult if reorganization is in the message. Discuss the reasons for change with clarity and how individuals and the organization will benefit from the actions being taken.
3. Select your language carefully because words are powerful.
“You” is one of the most powerful words in our language. Talk directly to your audience.
Use inclusive language, such as, “together we have experienced the effects of Covid….”
Use questions at key points in your narrative - they draw the listener in…“ What would happen if…” or “What does this mean to you?”
Introduce empathy, “I can imagine that this change will be difficult at first, but working together we can achieve it.”
Use examples that are relatable to your audience. Ask for anecdotes when you meet with your staff and keep those in a “story bank” for when you need them.
As you walk around the hospital, be a good listener and people will relate anecdotes of care or problem solving.
4. Answer the question, "What’s in it for me?" Anytime the CEO speaks, the audience is asking themselves this question so answer that question in your remarks. This takes finesse and a well-defined story line.
5. You must overcommunicate - say it in person or at least in a live digital format. Then say it in an email, then publish a Q & A sheet with likely questions. If you have the resources also put the message on a video
and make it accessible to your internal audience. We highly suggest that you start with - the board, then leadership team, if the change is significant then move to the rest of the organization.
6. Remember the “Rule of Three”. Retention of your remarks is increased if you have only three main points. There is something about three that is magical to the human brain. At the end of your remarks, summarize your key points and have a call to action - “How can you help?”
7. Develop your own system of creating great communications. Follow that system and you will be highly proficient and employees will listen when you speak. We will discuss how in another article.
This approach takes time, but the reward is worth it. You avoid rumors and misinformation. But more importantly, this strategy develops TRUST. Excellent communicators are trusted by the organization that they lead. Think of Steve Jobs of Apple. He was one of the most persuasive and trusted CEOs in recent history. Watch his speeches on You Tube.
Try it and see if it helps!
TCI will be at the Beckers Conference in Chicago on April 3 to April 6. Come talk to us about your communication challenges. We would love to meet you in person and hear about this topic from you personally.
This is a large conference, but look for us at booth #204.
We Help Our Clients Understand Their Environment and to Find Solutions.
Call Us 1-888-922-2824 or Email barbara@tciconsults.com
