Clear and effective communication is absolutely vital for the modern chemical distributor.
Certainly, the fact media training was added to the Responsible Distribution specifications during the 6th Cycle emphasizes just how important it is to react and respond appropriately.
Yet, it is not only in times of crisis that tough questions will be faced or when a confident and concise answer is required.
In collaboration with Duke University, the Communication for Leaders Program now gives NACD members the opportunity to hone their presentation skills, refine their executive presence, and learn how best to deal with those tough discussions in the workplace.
The course combines class discussions and interactive exercises, with branding expert and course leader, Dorie Clark, drawing on her past experiences as a reporter, strategy consultant, and presidential campaign advisor. Over the three days, she coaches leaders to speak in ways that build trust and credibility.
“Some people think that to be a good communicator you have to be really polished and to act and look a certain way – but that’s not the most important thing. If you can come across as someone who is likable and trustworthy, people are going to be rooting for you,” says Meredith Conder, Executive Director, Duke Executive Education at Duke University's Fuqua School of Business.
“As a manager, you need to understand how to build bridges to your employees when you communicate with them. If you’re a technical expert, you may be very good at talking to other technical experts, but you may need help speaking to customers or other non-technical people in a language they will understand easily.”
“Dorie teaches you to speak in ways that stay on point and build trustworthiness, likability, and credibility – even with people who might disagree with your message,” adds Conder. “Listening is key. You also need to acknowledge and articulate perspectives that may be different from yours, so that people feel heard.”
The course appeals to a broad range of people, ages, and roles. Whether a director, president, CEO, or sales executive, this program helps you communicate with confidence.
Attendees begin with an informal three-minute presentation on any topic they choose, with Clark and the rest of the class offering constructive feedback. The feedback helps participants understand what they do naturally to connect to their audience and how they may unconsciously disconnect with them. The entire class learns together as they understand the difference a few strategic changes can make.
The program covers four main topic areas:
The crisis communication segment should be particularly pertinent for a chemical distributor, notes Conder. When a disruption in delivery schedules is impacted by weather-related issues, or there is a problem within your supply chain, today’s leaders need to know how to communicate sensitively and authoritatively to customers and other stakeholders.
In addition, Clark pulls examples from her background as a former journalist to demonstrate how best to handle the media and manage the headlines when under pressure.
“Everyone is susceptible to the media, whether it’s a negative tweet or a controversial issue reported about your company in the news. Leaders need to know how to manage press coverage. Companies need to think about reputational vulnerabilities, what can happen as a result of bad press, and how to be prepared. We show you how to put yourself in control.”
Clark teaches strategic ways to build both your own and your company’s reputation by leveraging social media, adds Conder. Some 82 percent of employees say they trust a company more when the CEO and leadership team communicate on social media. Named one of the “100 Must Follow People on Twitter”, Clark coaches participants in the program, regardless of their social media experience.
“This course is a really important resource for chemical distributors, particularly with the world today growing more interested in the environment and safety,” adds Conder. “People want to be able to trust companies that handle potentially-harmful chemicals and know that they are being responsible, and that they are following the latest regulations. If they have any concerns, they want to feel like chemical companies are accessible and approachable.”
“Young people also want to work for companies whose values align with theirs. A chemical company that makes their beliefs clear could help them hire and retain those employees.”
Whoever the audience - whether customers, stakeholders, the public or the media – Duke’s Communication for Leaders Program provides valuable insight into how best to relay those messages clearly, concisely and effectively. This program runs from December 15-18, 2019 and again from March 10-13, 2020. The deadline to register for the December program is October 24.
To find out more about the programs NACD supports through Duke Executive Education, visit https://www.acd-chem.com/education-meetings/education/leadership/.
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