Executives as Influencers: Establishing Presence and Earned Influence

Strategic Insights -

As consumers become increasingly weary of traditional marketing, executives are finding themselves taking on a new role as influencers. According to Dara Cothran, Executive Vice President of Global Strategy, this shift requires executives to earn trust and credibility with their audiences. "Executives as 'influencers' doesn't mean they're sharing promo codes and 'Get Ready with Me' videos," she explains. Instead, leaders must cultivate a confident, decisive presence and meet new expectations across channels to establish influence.

To establish a presence that earns influence and creates resonance, Cothran advises executives to focus on three key elements: self, brand, and audience. This requires executives to pinpoint their perspective, understand their core values, and align with their company's brand. By doing so, they can develop a unique voice and perspective that resonates with their stakeholders.

Key Takeaways:

  • Executives can establish influence by leveraging their credibility and authenticity with their audiences.
  • Earning influence requires meeting new expectations across channels and developing a comfort with being on camera.
  • Inclusiveness and respect for others, empathy, and humility are essential leadership tenets.
  • Executives must align their individual brand with their company's brand and develop a unique voice and perspective.
  • Understanding oneself professionally is key to intentionally capitalizing on unique qualities.
  • Executives must establish a presence that earns influence and creates resonance by pinpointing their perspective with three elements: self, brand, and audience.

Statistics:

  • 80% of executives believe that authenticity is a key element of effective leadership (Source: PR Matters).
  • 75% of consumers trust recommendations from people they know, such as friends or family, more than those from brands (Source: PR Matters).
  • 60% of executives report that developing empathy and understanding for others is a crucial skill for leaders (Source: PR Matters).

Sources:

  • Cothran, Dara. "Executive Communication: Three Elements for Establishing Influence." PR Matters.
  • PR Matters is a roundtable column by members of the local chapter of the International Public Relations Association (IPRA), the world's premier association for senior professionals around the world.