Why every executive needs a communications strategy that echoes

In today’s unpredictable business environment, what a CEO or senior leader chooses to say — or chooses not to say — can shape an organization’s culture, reputation and long-term success. Communication is no longer an optional skill for executives. It’s an essential part of leadership.

The most effective leaders don’t just issue the occasional statement or post once in a while on LinkedIn. They communicate with purpose. Their words echo — within their companies, into their communities and across their industries. That echo builds trust, strengthens culture and reinforces purpose. But it doesn’t happen by chance. It requires intention and design.

Too often, executives miss the moment. They stay quiet when people are looking for guidance, or they speak without a clear strategy — leading to confusion, backlash or missed opportunity. During times of social tension, global uncertainty, or rapid industry change, the question isn’t whether a CEO should speak, but how, when and why.

Several recent studies underscore the need for leaders to communicate effectively internally and externally. A 2025 Gallup survey noted employee engagement fell to a 10-year low with detachment rising. The global advisory firm, The Brunswick Group, released a report in 2022 indicating financial readers trust a CEO who uses social media up to nine times more and 80% of employees prefer working for a CEO who is active on social media. Emphasizing the need for strong two-way communication, the 2024 Edelman Trust at Work report points out a 39-point “optimism gap” between executives and frontline staff.

That’s where strategy comes in. Leaders today are expected to weigh in on issues ranging from climate and geopolitics to workplace dynamics and innovation. Reacting impulsively can do more harm than good, but silence can leave a leadership void. The right communications counsel helps leaders find the balance — so their voices resonate with authenticity and credibility.

A thoughtful communications road map does more than manage crises; it sets the stage for proactive reputation-building. It helps define a leader’s core messages, align them with organizational goals, and carry them through the right channels. Whether it’s a keynote speech, an op-ed, a boardroom conversation or a social media post, every interaction is an opportunity to lead with clarity and conviction.

The leaders who stand out aren’t chasing headlines; they’re shaping them. They’ve built credibility over time, so when they speak, people listen. Their personal brands complement their corporate missions. They know when to be bold, when to listen and how to ensure their message lands.

Strong executive communication isn’t just good for optics — it delivers real results. It engages employees. It attracts talent. It reassures investors and strengthens customer loyalty. It sets the tone for how an organization shows up in the world.

If you want your leadership to have a lasting influence, your message must echo.

So ask yourself: Does your communications strategy reflect the leader you are today — or the leader you aspire to be? If the answer isn’t a confident yes, now is the time to invest in your voice.

E.J. Powers is a partner in Montagne Powers, northern New England’s leading strategic communications firm.