Part 2: Leading with Change, Emotions, and Servant Leadership in Corporate Communications
In the fast-paced world of Corporate Communications, success requires more than delivering messages—it demands leadership, empathy, and adaptability. Leaders must navigate change, connect emotionally, and empower teams to achieve meaningful impact. This article explores three pivotal theories that guide communication professionals toward excellence.
6. Change Management Theory (Kotter’s 8-Step Process)
John Kotter’s 8-Step Process for Leading Change provides a structured framework for managing organisational transformations. It emphasises the importance of creating urgency, building a guiding coalition, and sustaining momentum to achieve long-term success. For Corporate Communications leaders, this theory underscores the role of transparent and strategic messaging in driving change.
Effective change communication starts with clarity. Why is the change necessary, what does it entail, and how does it benefits stakeholders? For example, when implementing a new policy or technology, communicators must anticipate resistance and address concerns proactively. By sharing success stories, highlighting quick wins, and continuously reinforcing the vision, leaders can foster alignment and reduce friction.
The role of a communicator as a change agent extends beyond disseminating information; it involves instilling confidence and maintaining morale, even during challenging transitions. A well-executed change management strategy ensures smoother transitions and stronger stakeholder engagement.
7. Emotional Intelligence Theory
Daniel Goleman’s Emotional Intelligence (EI) Theory places empathy, self-awareness, and social skills at the forefront of effective leadership. For Corporate Communications leaders, understanding and managing emotions, both their own and those of their audiences, is vital.
When navigating sensitive topics, emotional intelligence enables leaders to respond with compassion and authenticity. Listening to concerns, validating emotions, and tailoring messages to different audience segments builds trust and strengthens relationships. Internally, EI fosters a harmonious team environment, helping to resolve conflicts and boost collaboration.
Externally, emotionally intelligent leaders can craft campaigns that resonate on a human level, moving beyond data to tell stories that inspire and connect. Whether handling a PR crisis or launching a new initiative, emotional intelligence ensures messages land with impact.
8. Servant Leadership Theory
Servant Leadership, popularised by Robert K. Greenleaf focuses on putting the needs of others first. For Corporate Communications leaders, this approach means serving as an enabler rather than a directive force.
This theory promotes fostering team development, encouraging collaboration, and prioritising well-being. By empowering their teams, communicators create an environment where creativity thrives and goals are achieved collectively.
However, while servant leadership offers many benefits, it is not without its challenges. One notable flaw arises when the maturity or capability of a team is low. In such scenarios, an overly hands-off approach can lead to confusion, lack of direction, and inefficiencies. Teams that lack the experience or confidence to operate independently may struggle to deliver results without clear guidance.
In these cases, leaders need to adapt their style, stepping in with a more directive or coaching approach to provide structure and support. For example, a communications leader working with a junior team might need to outline a detailed campaign roadmap before gradually delegating responsibilities as their confidence grows.
Externally, servant leadership involves listening to stakeholder feedback and incorporating it into strategies. While this demonstrates humility and a commitment to mutual success, it also requires leaders to differentiate between actionable insights and less constructive feedback to avoid derailing strategic goals.
Ultimately, servant leadership shines when balanced with situational awareness (read Part 1 for Situational Leadership). A strong leader knows when to step back to empower others and when to step in to provide clarity and focus.
By embracing Change Management, Emotional Intelligence, and Servant Leadership, communication leaders can inspire teams, build trust, and navigate complex transitions. These principles provide a roadmap for leading with empathy, adaptability, and strategic clarity. Watch out for Part 3!
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Be the first to comment on "Theories Every Corporate Communications Leader Should Know – II"