Executive communication has evolved more in the last decade than in the last half-century—and most of that progress has come in the last two or three years.
Exec comms teams are growing fast in size and sophistication. Indeed, the only thing that’s growing faster are their responsibilities, and the pressure they face, to help more leaders in more ways—leaders who are under a lot of pressure themselves.
It’s time for everyone in executive communications to come together to take stock, compare notes, refocus and recharge:
- Learn exactly where you and your team stand against your peers, as we share and discuss exclusive results of a landmark study, the Executive Communication Standard.
- Build essential new competencies, in planning, executive communication management and measurement.
- Catch up on the latest best practices in executive communication messaging, platform development and reporting structure.
- Sharpen your strategic focus, add muscle to your messages—and increase the impact of your whole executive communications operation.
Attend solo, or register your whole team for a convenient, affordable and lasting group experience.
MONDAY—Pre-conference Workshop
(All times Eastern)
11:00-2:00
How to Build an Exec Comms Messaging Strategy That’s Strategic, Efficient and Powerful
In this course, the master strategic communications planner Brian Forest will teach you how to identify the stakeholders you need to reach and develop messages targeted directly to them. You’ll explore various types of messaging structures and understand how an effective messaging/narrative platform will sharpen your arguments, organize your data, unify your communications, simplify your workflow and reduce wasted team effort.
You will learn:
- Where to begin: What questions to ask yourself and your leaders, before you put pen to paper.
- What are the options? Learn a variety of effective messaging structures and narrative platforms—and decide which one is right for your organization.
- How to write the plan? What does a messaging strategy document look like? How is it structured and formatted? How can you make it persuasive?
- How to sell your plan to everyone in the organization who needs to buy into it. A step-by-step guide to making a messaging plan land.
You’ll leave this session knowing how to build a messaging strategy that could transform leadership communication in your organization.
AGENDA
(All times Eastern)
TUESDAY, JUNE 21: The State of the Art of Executive Communication
11:00-11:45 • The Executive Communication Standard: A Briefing on the Study, and a Conversation on the Future of This Business
Executive Communication Council executive director David Murray and member advisor Sharon McIntosh share results of the first comprehensive study of the executive communication business: standard practices and best practices, norms in budget, staffing, structure, scope. And strategic purpose: Where exec comms stands, where it’s going, and what it all means. Bring your practical questions and your professional problems, and we’ll talk this out.
11:50-12:15 • Conduct a Thought Leadership Workshop for Every Executive You Serve
That’s what Rosemary Cassie and the exec comms team she leads at VMWare have developed, to get every one of the more than a dozen leaders they serve perfectly clear on the messages they’re delivering and the audiences they’re planning to reach—and why. Learn everything about this workshop—and how the VMWare folks convince their leaders to participate in it, becoming true strategic thought partners in the process.
12:20-12:40 • Social Issues: One Firm’s (Almost Foolproof) Guide for When to Engage, and When to Take a Pass
Rode hard and put away wet—that’s pretty much how executives, and the exec comms pros who serve them—feel after the last few years of engaging far more frequently and less effectively than they’d like, on issues they feel ill-equipped to address. The innovative executive communication team at Splunk created a kind of template to that helps them quickly score an issue to determine whether it merits comment—and what kind of engagement is appropriate. Senior director of corporate and executive communications Kari Matalone will walk you through it.
12:45-1:05 • How to Write an Industry-Rocking Moonshot Speech (and Make Sure It Doesn’t Backfire)
Oil and gas has been at the sharp end of societal critique for longer than your organization has. Perennial Cicero Award-winning speechwriter Lech Mintowt-Czyz wrote a Web Summit keynote four years ago for Shell CEO Ben van Beurden that was and still is an industry watershed. He’ll explain what went into that speech—and give you a sense of the upsides and the downsides of doing the “big speech.”
1:10-1:30 • How We Built That: Why Delta Air Lines Created Its Own CEO Communication Platform (and Whether You Should, Too)
“Gaining Altitude” launched in early 2021 as a showcase for the natural communication ability of Delta Air Lines’ CEO Ed Bastian, and his desire to speak less and listen more, to some of the most prominent business leaders and cultural influencers of our time. The interview site evolved quickly, as Delta’s exec comms director Trebor Banstetter and his team have developed best practices worth sharing, while flying, along with their game and enterprising chief executive, by the seat of their pants!
1:30-2:00 • Talk Directly with Today’s Speakers
Whichever of today’s sessions interested you the most—join the speaker in a dedicated Zoom room, for a freewheeling Q&A where you can ask the speakers whatever you like as you consider how to apply these ideas to your own organization, and your own leaders.
WEDNESDAY, JUNE 22: Managing for Tomorrow
11:00-12:00 • A Powerful Argument for Powerful Argument, Strong Words on Strong Words
Executive communication has definitely evolved … but not entirely for the better. So argues Tim Pollard, CEO of the executive messaging consultancy Oratium. Exec comms professionals who should insist on more purposefulness and rigor in their leaders’ communications have ceded too much ground to speaking coaches who focus on shallow measures of “authenticity,” while tolerating page after page of bulleted slides, carelessly organized. Meanwhile, emphasis has steadily diminished on linguistic precision and the use of muscular (or to quote Hemingway, “vigorous”) language. Pollard will describe what leadership communication can still look and sound like—and challenge us to make it happen.
12:05-12:25 • Quarterly Planning, Quarterly Results: How to Track Exec Comms Impact
Intel uses comprehensive dashboards to measure the overall results of corporate communications. And senior director of CEO and executive communications Kari Aakre demonstrates how her team’s exec comms work contributes to that overall picture. She’ll show you how she does it—and offer tips for how you can track your success, too.
12:30-12:55 • A Matrix Structure for Exec Comms: Maybe You’re Thinking About It—But Should You Do It?
No one in the history of executive communications has tried more models for this work than Maureen Kasper, who has directed and consulted with exec comms groups for three decades. She’s currently in-house, implementing an ambitious matrix structure at Intuitive Surgical, and she’ll share pros, cons, tips and pitfalls—straight from the belly of the beast.
1:00-1:30 • Managing Your Team, Managing Yourself: The Hardest Work of All
Especially for folks who mostly started their careers as individual contributors, managing a growing executive communication group is often beyond overwhelming. Serving demanding leaders and still nurturing the talent on your team—while maintaining your own philosophical vision and emotional health—as the kids say, “It’s a lot.” A candid panel of veteran executive communication directors—Workday’s Ryan Lowry, CVS Health’s Sally Montgomery and Williams College CCO Jim Reische—will share what they’ve learned over the last two years—and maybe you’ll share what you’ve learned, too.
1:30-2:00 • Talk Directly with Today’s Speakers
Whichever of today’s sessions interested you the most—join the speaker in a dedicated Zoom room, for a freewheeling Q&A where you can ask the speakers whatever you like as you consider how to apply these ideas to your own organization, and your own leaders.
SPEAKERS
REGISTER
$395 to register for the pre-conference session, "How to Build an Exec Comms Messaging Strategy That’s Strategic, Efficient and Powerful," June 20, 2022. ($296 for members of the Professional Speechwriters Association. Discount is automatically applied to cart when current members are logged in.)
$795 to register for the Executive Communication Council's Executive Communication Summit, June 21-22, 2022. ($596 for members of the Professional Speechwriters Association. Discount is automatically applied to cart when current members are logged in.)
$1495 trio rate (you and two team members - please enter team member emails in the Order Notes so that they also receive credentials)
$2495 team rate (four or more team members - please enter team member emails in the Order Notes so that they also receive credentials)
Credentials to access the event will be sent the week of June 13.
Phone registrations please call 312-585-6383
Cancellations Policy
No refunds on cancellations will be issued once the event credentials have been provided.
$395.00 – $2,495.00