Be Yourself … Mostly

Political campaigns always provide great lessons for communicators, from crafting a message to managing negative press attention. Perhaps the most interesting aspect of the campaigning is watching candidates transform their style to cater to their constituencies and media demands.

This phenomenon has broader significance for business leaders in the eye of the media who strive to connect with their stakeholders. For some, public speaking and interviewing comes naturally. People like Mark Cuban of the Dallas Mavericks, or the late Steve Jobs of Apple, can be as comfortable on national television or in front of a crowd of thousands, as they are speaking with friends and family.

Other leaders have great business minds, but don’t have the inherent gift of communication. However, this is not the problem. The real trouble starts when these individuals try to become something they are not in the attempt to reach their audiences. In the worst case scenario, a somewhat awkward speaker becomes awkward and transparently disingenuous, which leads to a lack of credibility.

This isn’t to say that some business leaders don’t have to adjust their communication approach. Making a concerted effort to develop new communications skills and hone one’s speaking style is critical. But the adjustments need to be within the speaker’s comfort zone. That means focusing on a small number of tactical improvements—maybe having some personal anecdotes at the ready or getting comfortable with answering tough or even aggressive questions. This approach is a much more realistic goal than to “be more likable.”

In addition, the venues in which leaders speak must be appropriate to their style. For example, a quiet, thoughtful, analytical CEO shouldn’t necessarily be doing 3-minute segments on a sound bite-oriented TV program. A one-on-one interview with a print journalist that will showcase their perspective and allow them to fully explain complex ideas would be a better choice.

Training and ongoing coaching are the keys to improving communication, but that process must always be anchored in the personality and skills of the specific individual. When done properly, the result is a more relatable, more effective and credible speaker who connects with their audience—not a noticeable or jarring transformation.

Written by: Tom Faust