A long time ago, when I was a junior consultant with Booz Allen and Hamilton, a partner gave me some advice, “Every time you open your mouth, you gain or lose market share”. At the time, I felt that was pretty tough – having to be so cautious about every word said or action made. However, in hindsight, it was very sage advice, and I keep it top of mind even today.

As leaders, what we say and do is immensely scrutinised. Our team hears and analyses every word and watches for any actions that either reinforce or undermine the message – which may impact your ultimate goal. Therefore, as leaders, we must be our own PR agents to ensure our words, actions and plans are as impactful as they can be.

Step one in managing your PR is being aware of and leveraging your sources of power. As the CEO or a C-level executive, you have positional power based on where you are on the organisation chart. However, there are other sources you can leverage:

• Expert and Reputational Power: You have this power as a consequence of your knowledge, experience and education, combined with a track record of success, demonstrating how your experience has led to consistently positive outcomes. Subtlety making people aware of your expertise and track record can enhance your credibility.
• Social and Coalition Power: This is obtained from your connections, relationships, and alliances that you forge over your career. Having the right connections and leveraging them can enhance your reputation.
• Soft Power: Potentially, this is the most powerful, as all the sources of power can be packaged through your persuasive ability. This comes from clear, appealing, and confident language, with authentic and reassuring mannerisms.

With the above said, let’s reflect on the initial quote of “every time you open your mouth you gain or lose market share”. You must be immensely careful not to undermine your power and reputation. Things to avoid include:

• Be careful playing down your skills or being self-deprecating, or using weak, apologetic, or vague language.
• Don’t jump to conclusions and respond too quickly. Demonstrate that you have taken the time to reflect on the information provided.
• Be aware of involuntary body leakages, such as looks of disdain, conflict, swaying body, closed mannerisms, self-soothing, etc.
• Challenge ideas with a balanced response: listen, sincerely focus on the merits, surface your concerns, avoid overusing “but” and “problem” and “challenge”.  Focus on using positive, not negative wording.
• Do not put-down your team. Ignore or sidestep a jab from one of the team, rather than biting back. Be above petty criticisms or sarcasm.

Some may think that this approach is too contrived and is contrary to being an authentic leader. I am of the belief that being a successful leader entails an ability to be hyper aware and to use ALL the “arrows that you have in your leadership quiver” – sometimes that will even involve some personal PR and theatre to maximise your impact as a leader.

Impactful Leadership can help you on your journey of becoming a better personal PR agent.

Photo by Markus Spiske on Unsplash