Daniel Passley
- Nov 22, 2022
- 2 min read

Executive Communication Coaching: A Core Business Investment

For any communication strategy to be effective, communicators must have buy-in from their

top management. If heads of companies rely on their employees to spearhead the

enhancement of corporate storytelling and relationship-building process without much

collaboration from the executive team, this will result in the potential failure of the

communication strategy.

Here are four key reasons why seeking executive communication coaching is a business investment.

COACHING PROVIDES LEADERS WITH INSIGHT

One of the greatest misconceptions is that communication is easy and that anyone can do it

with their eyes closed. Because of this type of flawed approach to thinking, there are missed

opportunities for the development of a robust executive communication strategy.

As Andrew Copley states from the International Association of Business Communicators Practical Guide to Business Communication, use data as your leverage to convince your manager why communication is essential.

“We want to provide leaders with the data and measurement that tells them how effective their communication is, and that is in the measures”.

If an executive can look at data for example on research findings on the perception of a hybrid- workforce, these insights will provide a good template to understand how to craft company policy to meet the needs of the stakeholder.

COACHING ALLOWS TRAINING

Once a coach has given executives insight into why communication is an important business

function, you should then focus on providing the training necessary to succeed.

Sure, it is fine to have sessions on effective writing and presentation skills. However, with

executives, it is vital to be more deliberate in creating a coaching curriculum.

As Andrew Copley states about the four simple concepts of communication, highlight four

stages of communication.

1. Message

2. Market

3. Media

4. Measure

This means you allow them to understand the relevance of targeted messaging, audience

segmentation, appropriate media selection for a specific message, and measuring the reach

and impact of the message conveyed.

COACHING INTRODUCES TOOLS TO BE EFFICIENT

After insights and training are given, it is time to give the tools necessary to succeed. These

tools are templates and cheat sheets. In other words, give your leaders access to written tips

or guidelines, articles, manuals, research findings, and online resources. These tools will

allow leaders to make smarter business decisions, refine their executive presence, connect

more deeply with employees, form business strategy for executives, create a culture that

inspires and appeals to listening preferences.

COACHING HELPS TO PROVIDE MEASUREMENT AND EVALUATION

Finding tools for the implementation of a good communication strategy is a great prelude to

measuring how well the executive is utilizing their tools. Feedback is critical to ensure that

the leaders are empowered to continue to use the tools provided.

However, coaches would need to provide relevant data to validate the relevance of the executive's input in the communication process. Measurement allows executives to be accountable and incorporate communication in key performance indicators, objectives, and results.

As the saying goes

“What gets measured gets done”.

Executive communication coaching is a valuable business investment as it provides

leadership with insights, allows the opportunity for training, introduces tools that create

potential avenues for success, and helps to measure and evaluate the executive