Leading Communication Strategy a Must for Authentic Leaders

The first step in all effective communication is the action of explaining. Explaining means extracting and unfolding; that is, developing the conceptual content of something and exposing it to the world. Explaining implies mental clarity, verbal skill and respect and interest for the listener, who will move from hearing to listening, in a natural exercise of understanding. Only what is explained is understood and therefore valued.

The sender is primarily responsible for communication, especially in business life. For something to be understood, an adequate and timely explanation is necessary. The big question should not be whether I have been understood, but whether I have explained myself correctly, or if I have made myself understood, because the worst way to demonstrate leadership is to claim that others do not understand us.

Every business leader must be accompanied by a leading communication structure. A communication that exercises leadership both inside and outside the company and that embraces all stakeholders, always bearing in mind that the first line of a partnership is made up of employees at all levels.

If everything communicates, everything builds communication leadership. To the extent that it communicates better, it more effectively builds a leadership that provides consolidation value and leads to business growth.

By explaining well, half the ground is already covered. If this explanation also reinforces the company's purpose, vision and values, the next credibility milestone can be reached. Once this breakthrough is achieved, leadership is consolidated. Maintaining this leadership will require intelligence and dedication, but with a solid foundation.

The concept of leading communication has several meanings. Leadership of the one who communicates in the first place, and secondly, communication that leads and transforms. Third is  communication that conquers all audiences. There is also leadership of the sender, leadership in the message and leadership in the receiver's appreciation. Social networks have demonstrated and reinforced the value of an ecosystem of communities and conversations. Communicating humanizes us and makes us better professionals. We need CEOs who are present, recognizable, who communicate, and who give their opinion and advice.

The common cliché that leadership is not about positions; it is built by each person, and is evidentially verified in communication. There are business leaders who are highly qualified in their sector and with great experience, but only with communication will they transcend from the technical to the business.

In the complexity of today's business life, it is difficult to think of a leadership that does not work as a team. Logically, teamwork can only be consolidated with clear, transparent and effective communication. A coherent and valuable communication background, accompanied by an appropriate and convincing form, communicates and therefore builds.

An example: Carlo Ancelotti, coach of Real Madrid, was as a player and as a coach, he is a leader who communicates. In his last press conference, when talking about two coaches, Xabi Alonso of Bayern Leverkusen and Thiago Mota of Bologna, he specified that both have the technical ability but also the authority and personality to lead a great soccer team. It is clear that to get a group of sports stars on board in the same project requires leadership based on communication that explains, instills confidence, motivates and guides. The more stars there are in a management team, the more leadership must be seen in communication.

For a company, it will always be a recognized objective to conquer first place in the industry and the market. Achieving this goal involves communication. Knowing what you want and how to achieve it can only be achieved through assertive communication. The strategy of leading communication encompasses all areas of a company. A CEO who only wants to communicate to internal audiences and neglects external audiences will not achieve leadership in his company. At the same time, those who are the light of the street and the darkness of the house can be clear about what will happen in the medium term: loss of legitimacy.

All the big brands that lead the market today are characterized by having a great communicator at the helm. Their communication is not always a model of exemplarity and correctness, but the messages are clear and crisp, as Descartes pointed out that ideas should be. We cannot imagine a CEO of the most powerful brands in the world silent, retired in his quarters or cornered in his vision and projects. The leading CEO is a leader in every aspect of today's business and is expected to be a leader.

Leading companies and leading CEOs correspond to leading communication. The relationship is directly proportional and there is no way not to link business leadership without communication leadership. 

Assertive communication is the key to any successful and functioning organization.