Taking an audience-first approach to executive communications

The 2024 Edelman Trust Barometer highlights a gap between the amount of trust that executives have for their CEO (52%) and associates have for the same leader (19%), a discrepancy that underscores an opportunity for more senior leaders to be valued as a trusted source of information.

During Ragan’s Employee Experience Conference in Nashville last year, Brian Brockman, VP of Communications of the U.S. and Canada at Nissan, explained why this matters.

“Executive communications can be an extremely important driver for us, and it can be that for everyone,” Brockman began “It can set the tone. It can set the culture of the company. It can get everyone rallying behind the same vision, or without it, if you’re not doing it well.”

Beginning with an audience-first approach to message, delivery  and voice

Getting the message right means delivering it authentically, but this begs the question—authentic to whom? This is why taking an audience-first approach to exec comms is crucial.