Bridging the Gap Between Comms and Leadership

I was invited to be the guest speaker at the most recent CIPR Scotland Comms Conversation event this week and my session, "How to Speak Better CEO", sparked some brilliant conversations about the bridge between creative communication and executive leadership.

Too often, there is a perceived "language barrier" between the marketing department and the boardroom. However, building a relationship of trust with your CEO or senior leadership team is not about changing who you are. It is about aligning your expertise with the goals that keep them up at night.

If you are looking to elevate your influence within your organisation, here are three practical ways to start "speaking CEO" today.

1. Master the Metrics of Success

To advise a leader, you must first understand what they are trying to achieve. Senior leaders rarely think in terms of "likes" or "impressions." They think in terms of growth, risk, and resilience.

If you want to be taken seriously, do your homework:

• The organisation's business plan is your North Star. Every comms strategy should directly support a pillar in this document.

• Understand what the leadership team is worried about by reading the risk register. If you can show how communications mitigates a high-level risk, your value increases instantly.

• You don't need to be an accountant, but you should understand how the organisation makes (or saves) money. Read whatever financial reports you can access to build a solid understanding of this.

2. Earn Your Seat at the Table

We often hear that "comms deserves a seat at the table." While true, that seat isn't always offered immediately.

If you aren't in the room yet, look for a "standing spot" at the back.

This might mean asking to observe a leadership meeting to take minutes, or offering a five-minute briefing at the start of a session. Being a fly on the wall allows you to absorb the tone of the conversation and understand the pressures your leadership team faces.

Once you understand the dynamics of the room, it becomes much easier to contribute meaningfully.

3. Remove the "Small Distractions"

Communication is as much about what you remove as what you add. Every leader has specific "pet hates" or linguistic triggers that can derail a productive conversation.

If your CEO loathes a certain piece of industry jargon, erase it from your lexicon. If they prefer one-page summaries over long slide decks, adapt your style.

By removing these small friction points, you clear the path for what really matters: getting the feedback and decisions you need to move the business forward.

Take the Next Step in Your Career

Building a better relationship with your leadership team is one of the fastest ways to boost your confidence and increase your internal profile.

If you are a marketing or communications professional looking for tailored guidance, I offer mentoring for practitioners at all career stages. Whether you are navigating your first management role or aiming for the board, I can help you find your voice. Get in touch to find out more.