When we expect our leaders to speak publicly, and they don’t

Unless you are on a tech-free break, it is very hard to miss the big global political news of the week. For the first time since President Richard Nixon stood down 50 years ago amid the Watergate scandal, a sitting US President has decided the time is up on his leadership. President Joe Biden had a few events stacked against his ability to successfully lead the Democrats to a second term in office. These include:

1. An assassination attempt on his rival, former President Donald Trump, creating the guise of an “anointed by the Lord” storyline
2. An unfortunate Covid diagnosis a few days later forced self-isolation – hence no public events or campaigning – and perhaps some deeper reflection
3. There were many loud voices on all sides demanding that he was not mentally fit (‘too old’ has been the catch-all wording) to run, let alone win a standard second term as US President against Donald Trump in November 2024.

However, what stood out for me was his style of communication – a written memo on an American Sunday when folks would be running errands, coming home from church, or just doing anything other than watching the news was puzzling. President Biden is a man who knows Washington politics like no other elected official and understands deeply the value of strategic communications and media timing.

Most big announcements, like standing aside as leader of the free world, would be usually delivered by himself behind a lectern or a desk in the Oval Office, televised to the people. Was he hiding because he was not well enough given his Covid recovery, or was it best to craft (with all the careful checks and balances of a media team) a short, fairly innocuous written statement because he was forced to? We may never know the true reasons, but it reminds us all when our leaders need to be able to “front up” and deliver the big news with all the visual and spoken channels we have available – from mainstream TV to varied social media forums like X or YouTube.

Leaders should speak publicly whenever they have big news to be seen as effective. If they issue a statement, it may follow this event, and in several key situations, this remains vital to maintain transparency, provide guidance, and foster trust.

Here are some instances when it is appropriate for a leader to do so:

1. Crisis Situations: During emergencies, natural disasters, or any crisis that affects many people, a leader should provide timely and accurate information, reassurance, and guidance on the steps being taken to address the situation.
2. Major Organizational Changes: When significant changes occur within an organization, such as mergers, acquisitions, layoffs, or restructuring, a leader should communicate the reasons behind the changes, the impact on stakeholders, and the future direction.
3. Achievements and Milestones: Celebrating successes, achievements, and important milestones with a public statement helps to recognize the efforts of those involved and boost morale.
4. Policy Announcements: When new policies or regulations are being introduced, a leader should explain the rationale, benefits, and implications of these changes to ensure clarity and understanding.
5. Public Controversies or Scandals: If there is a controversy or scandal involving the organization or its members, a leader should address the issue transparently, take responsibility if necessary, and outline the steps to rectify the situation.
6. Significant Events or Commemorations: Leaders often issue statements on significant national or global events, commemorations, or observances to express solidarity, remembrance, or the organization’s stance on important issues.
7. Regular updates on the organization’s progress, challenges, and plans help keep stakeholders informed and engaged.
8. Health and Safety Information: During health crises, such as pandemics, leaders should provide regular updates on safety protocols, vaccination efforts, and other relevant information to ensure public safety.
9. Public Relations and Branding: To manage the organization’s image and reputation, leaders may issue statements to address public concerns, correct misinformation, or highlight positive contributions.
10. Moral and Ethical Stances: Leaders may speak out on moral or ethical issues, especially those that align with the organization’s values or mission, to demonstrate leadership and commitment to those principles.

The end game? Ensuring any President, PM, CEO, founder or industry leader’s communication should be clear, honest, and empathetic to effectively connect with the audience and address their concerns.

If we can help you tell your heroic or challenging story, contact us for details on what we do for leaders in crisis.