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Last time we discussed the reasons it’s probably a good idea to talk your CEO out of starting their own blog. A lack of resources, a tendency to be pretty pointless and the proven habit of running out of ideas fairly quickly are all good reasons to keep them away from blogging.
But let’s not forget the tiny ray of hope a CEO blog, however doomed, represents. We all know plenty of CEOs and other senior executives who would rather chew tinfoil than proactively communicate anything.
So what do we do with the eager leader who needs to talk to her employees but should not blog (which is most of them)?. Here are some shiny objects you can try instead.
I know, they’re having a moment, and with good reason. Podcasts, particularly the audio kind, are much more portable and accessible than boring old written stuff. For the CEO who’s got plenty to say and not a lot of time to write stuff down, a podcast may be just the ticket. I recommend you do the interview kind. Find someone (not another executive) who can be the moderator, tee up three or four questions and hit the record the button.
- They require less effort and preparation on the part of the CEO than a blog
- They are likely to be perceived as more authentic
- They can be consumed out of the office — who doesn’t want to walk the dog while learning about strategic pillars?
- They’re a great way to tease a bit of humanity out of your CEO
- You can probably pull in other leaders to be guests or stand-ins if the CEO gets busy
- If you have a clear phone line and a conference service that lets you record, you can put a decent, basic podcase together yourself
- You can lock up your CEO and record two or three podcasts in a single sitting
- If you want good production values, editing, music and stuff, you will need to get some resources
- Low prep doesn’t mean no prep — you need to make sure your CEO has talking points and can get through it all in under 15 minutes
- If your CEO hasn’t got enough content for a blog, they will run out of gas just as fast on a podcast, so plot out a full year’s worth and make sure you have something new to say each time
- Monthly updates
- Communicating special projects
- Including other executives
Videos share many of the benefits of podcasts, but add the advantage of being visual (Millennials like it when the pictures move).
- They’re great if you want to show your CEO being all executive and decisive, or if you want to include visuals of locations or fun charts and graphs
- If your CEO can live with mediocre production values, you can probably shoot them yourself with a phone and a mike