Weeks ago I mentioned here that I was writing another book about how those involved in advancing institutions will need to help prepare their constituents for dramatic change. As I was developing my ideas about changing government roles, the influence of technology, and internationalization, I found myself also taking a fresh look at the role leadership plays in effective strategic communication.
I urged that professionals in this field should be fine tuning their own leadership talents because they will need to use them to find support for what they can do, as well as to take advantage of the new opportunities that change can bring. But I also came to see even more clearly that the behavior of chief executives can make all the difference in the results:
1. CEO behaviors become a symbol of an institution’s brand identity. CEO words and actions both model and protect it. But they can weaken it as well.
2. Listening to constituents is an important overall CEO characteristic… but a firm and timely response is even more important when addressing urgent issues and crises.
3. The visual presence of the CEO in urgent situations is simply expected.
CEO’s certainly are entitled to their recreational activities, vacations, and to attend unrelated events. This applies to presidents of institutions… and countries. In fact, photo opportunities at the right time can humanize the person and the office.
But timing in a threatening situation is everything. People demand to see that their leader is present and in charge. And how the CEO behaves becomes a symbol of either a strong institution, or of one that is uncertain and vulnerable.
Larry D. Lauer 
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