Every person in a position of senior management should be very adept at communication and public affairs. In fact, effective leadership starts and ends with effective communication.

It is critical that senior leaders understand how communication flows up and down through their organization – or doesn’t – and ways to improve effective communication. 

Additionally, senior leaders are often expected to serve as media liaisons, spokespeople, and lead stakeholder engagement. Public speaking is a critical part of the responsibilities of senior management and something that must be enhanced and practiced.

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The tools and resources developed by the TCW Academy will help every person in senior leadership – no matter what field – become more effective internal and external communicators.

This content is developed for:

  • CEOs
  • Presidents
  • Superintendents
  • Boards of Directors
  • Managers and Supervisors
  • Spokespeople

Training for Senior Managers

Communication Guides for Senior Management

Top Resources

communications team
Crisis Communications

Who Is On My Organization’s Crisis Communications Team?

Your organization’s crisis communications team is possibly the most important collection of people who will navigate every emergency and crisis your organization experiences. These folks are not only the conduit to your critical stakeholders, often they are the gatekeepers and evaluators of risk and decisions. They serve as the organization’s central core and coordinate the decisions and actions of other staff.

A very large organization likely has a sizable communications team to fulfill the responsibilities of a crisis communications team. However, your organization may have a communications team of one or just a handful of employees.

The question you must consider is how do you create an effective crisis communications team with people who are not professional communicators?

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interview
Crisis Communications

Don’t do THIS with Reporters – 4 Don’ts for Media Relations

Some days, media relations is exhilarating, and some days it is quite a chore. Any seasoned media relations professional or senior management staff in an organization dreads the phone call or email from a reporter asking for comment on a story you would prefer they not do.

But the fact of the matter is they are likely not going away. You’re going to have to talk to them.

Here, we will share the four don’ts.

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Complain
Crisis Communications

A Complaint Management System to Turn a Critic Into an Advocate

Every organization has their critics and must have a complaint management plan to prevent a critic from becoming a crisis.

Sometimes, criticism is warranted. But if we’re being honest, organizations don’t always receive complaints that are warranted, or even sane.

But whether or not we believe a complaint (or the complainer) to be reasonable and rational, we must come to an internal agreement in our organization on a complaint management system. Use these 10 keys to develop and implement an effective complaint management system to turn a critic into an advocate.

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annoyed office
General

Communication is NOT My Job

Many professionals believe that communication should be left to the communicators – those hired for that role or who naturally excel in communication. You may be reading this because you have come to a similar conclusion and the headline caught your attention.

Communication is most definitely your job. It does not matter if you are a CEO, customer service representative, bus driver, budget analyst, or public relations manager – you are a communicator.

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reporter
Crisis Communications

Reporters are Looking for a Sensational Story – Are You Providing One?

As outrage continues to accelerate in today’s society, media are constantly seeking the next sensational story to attract viewers and sell ads.

Though positive media stories serve to benefit your organization, sensational stories are about them – not you. They are about stirring controversy; latching on to social media trends; selling ads.

The best way to avoid being the centerpiece of a sensational story by the news media is to evaluate your organization and the ways your leadership and employees are engaging publicly.

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conversation
General Communications

10 Ways to Influence People

Dale Carnegie literally wrote the book on influence with, How to Win Friends and Influence People, originally published in 1936.

Rather than summarize the contents of his book, we will provide insights from lessons learned by decades of our own experiences. Of course, a quick cross-reference with Carnegie’s book finds several overlaps because much of his book aligns to our experiences.

Take the tips detailed here and find ways to integrate them into your work. Whether you are the CEO or an entry-level employee, the ability to influence people will serve you very well.

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