How authentic are you?

To be nobody-but-yourself in a world which is doing its best, night and day, to make you everybody but yourself means to fight the hardest battle which any human being can fight. Stay real is one the most courageous things you’ll do’. E. Cummings.

CEOs often ask us which communication is the best and most effective one. Communication, in its simplest form, is achieved when a message you wish to pass on is understood in the way you wanted it to be by the recipient/s. It may appear easy but life informs us that communication is one of the greatest struggles of men. Interestingly, the majority of people will receive the message not on the words we utter but on the basis of its authenticity. So how effective and authentic are you?

An interesting example is the recent Mundial in Brazil. Many journalists have commented on the way the beautiful game was recuperated by heads of States to improve their image. From President Barack Obama who phoned the US boys from the White House to François Hollande who organized highly publicized TV viewings of live matches at L’Elysée or even the Irani President who tweeted avidly during matches, there is hardly any head of State who missed the PR value of the Mundial. The undeniable winner is Chancellor Merkel. Observers have noted Merkel’s real passion for football over the years [The 59-year-old football fan threw her arms aloft in celebration whilst dignitaries around her – which included former France star and current UEFA chief Michael Platini – were more controlled: - Reference : The Guardian]. Her body language spoke volumes of her real love for the sport but moreso for the Mannschaft. It was not just about a fad; it felt real because it was real.

So let’s take a look at the corporate world. Who are those who are the most credible CEOs or public figures? I have huge respect for those who walk the talk, who have the courage of their acts, especially those who stand by their values when taking tough decisions, those who keep their word. It is indeed in trying times that we see those who have the clout of great leaders. Bill Gates (Bill and Melinda’s pledge to give out the bulk of their vast fortune to research and cha-rity testifies of their genuine wish to change the world into a better place), Sheryl Sandberg of Facebook (her strong stance on women’s right to have it all has been decried as much as lauded and she stood firm amidst criticism), George Clooney (his classy act recently when deriding the Daily Mail is an example of great PR and more importantly you see the man behind the actor) are some who have shown that they could stand up to their convictions and values.

Here is some advice for those wishing to be authentic in their communication:

Be clear about your communication objectives and be consistent over time

What do you stand for? What are the values that guide your company? Do you want to be politically correct whilst not compromising on ethics? Do you seek limelight and be the talk of the town or your relatives? Do you say you promote transparency and when crisis hits, you hide in a loud silence? Communication should hinge on your communication objectives as CEO and no matter what you decide, much of the effectiveness of your communication will depend on who you are…

Do you have the courage to do it?

I have seen CEOs doubt and fear in crises. This is totally normal and understan-dable; reputation is priceless and very often their personal reputation built over years of hard work can be ruined in a few minutes. However, leadership demands courage and the ability to steer the ship when it is in dire straits. Lying is not an option in communication as it will come back to haunt you as much as total truth is something of a luxury few can afford. Talk of a balancing act…

Use a simple, concise language that suits your audience and say it with the heart

Are you talking to the masses or are you communicating to the investor community? In any case, analyse your audience and choose the appropriate language and format. And make it simple and short. And as much as you shall prepare, don’t sound scripted; let your heart do the talking. Say what you mean and show that you mean what you say. Your body language will do the rest.

In this world where image is key, we too often have a tendency to play the part. Yet those who are authentic in their communication have a lot to gain. Authenticity in itself is not a strategy; it is a way of being; at home, with friends, with colleagues, at work, with clients, with your life partner, there is so much pretense which one can indulge in… Reality always catches up with you and that is why authenticity in communication is a definite winner.