Speaking Out: The New Rules of Business Leadership Communication

A new lens for understanding how to navigate political and social issues in business leadership communications

Corporate leaders are increasingly expected to issue statements on a range of complex and controversial political and social issues as they arise. As a result, chief executives run the risk of falling into the "talking trap," and thus needing to comment on every issue du jour. However, those whose only strategy is to avoid risk by saying nothing do so at their own peril.

Speaking Out offers a new framework for understanding how to manage corporate communications challenges with a shared emphasis on actions and words. Case studies of leaders who have spoken out and backed their words with action are contrasted with those of others who have had mixed records on accountability, failed to show progress in public commitments or faced consequences for taking a stance. These real-world examples demonstrate the difference between public relations efforts that can be easily dismissed as spin and authentic communication that enhances credibility and trust.

Speaking Out demonstrates that managing risk today involves knowing not just when to speak and what to say but also what to do. Providing much-needed guidance, this book will be an invaluable compass for effective corporate communications for established and aspiring C-suite leaders alike. Professionals working in corporate and executive communications, marketing and branding, government relations, corporate social responsibility, and public relations will also benefit from the wisdom within Speaking Out.

Matthew Kohut is the coauthor of The Smart Mission: NASA's Lessons for Managing Knowledge, People, and Projects (2022) and Compelling People: The Hidden Qualities That Make Us Influential (2013), one of Amazon's Best Business Books of 2013. As the managing partner of KNP Communications, he has prepared CEOs, elected officials, and public figures for events from live television appearances to TED talks.