Communication is increasingly a differentiator in a highly competitive environment where companies/institutions and their personnel vie for space, clients, and recognition. The greater the visibility of your company or institution, the greater the care that should be taken with the quality of internal and external communication.
No company or institution has a voice of its own. They speak through the voices of their employees who, generally, are not communication specialists, but professionals in their fields. This becomes even more important in crisis situations – when they fail, they are punished with a loss of reputation and even their position or employment. We are all susceptible to judgment in our companies and institutions, as well as in public opinion, so the question is not if a crisis will affect your company or institution, but when and how.
A crisis demands precise and concrete communication plans that cross behavioral sciences. It's important to speak today and not regret tomorrow. And as there are many who talk, but few good communicators, it is crucial that these leaders know how to select and structure the message and how to communicate it in public, managing the image and mastering communication tools. If before the 'devil' was in the details, now it is in the details of communication.
Confidence and self-esteem, initiative, and communication skills are examples of behaviors adopted in childhood play that begin to reveal potential leaders. These personality traits demonstrated throughout life are not enough, which is why it is essential to invest in training to enhance leadership skills.
Article by Luís Castro, codirector of the Postgraduate Programme in Business Communication.
