What makes a leader a good communicator – and what doesn’t?

I don’t usually write about politics, and the points I’m sharing here are my professional observations on communication style, not broader judgments about leadership or politics.

If you are a leader wanting to connect more with your audience, there may be some practical insights you can take away by observing what a good role model does, and some examples of what not to do.

What does good leadership communication look like?

Having helped leaders navigate this challenging aspect of leadership for many years, I wanted to share a few communication successes and leadership communication behaviours I have noticed Andy Burnham use in his first few months as leader and PM.

Symbolic gestures

Arriving by train from Manchester into London and successfully evading the waiting press pack, using environmentally conscious travel.

Presence

Speaking without notes or a lectern, removing any barrier between himself and the audience.

Emotional connection

Speaking about how he wants people to feel, aiming to bring hope back to the country.

Responsiveness

Acknowledging that things need to improve and actively listening to voters.

Clarity

Using clear, simple, and concise language without jargon, delivered at an accessible pace.

Reinforcement

Reiterating important messages to ensure effective communication.

Engagement

Launching a "Big Conversation" about social care and the need for change.

Visibility

Engaging directly with people affected by homelessness and hearing about the issues they face.

Collaboration

Aiming for cross-party communication and agreement on big issues.

How to apply good leadership communication

Qualities such as clarity, presence, listening and emotional connection can be valuable in leadership, but how do you apply these principles in your own life or work?

Clarity

A focus on strategy is vital. Does everyone know how they contribute to the strategy? Does the entire leadership team sign up for it and promote it? Can people articulate the vision, values and strategy? Are these key messages cascaded and communicated clearly on a regular basis and integrated into your business plans?

Listening

Regular two-way opportunities for listening to your people are essential. Do people have opportunities to voice their concerns? People often just want to be heard – do you have focus groups or breakfast meetings where they can talk openly? Do you have skip-level meetings where people can talk directly to leaders? Are town hall meetings one-way, or do they have opportunities for discussion and questions?

Emotional connection

Do leaders address people by name and engage on walkabouts? Are they accessible and open? Do they share personal aspects of their life and connect with the small stuff that bothers people? Do their actions show they care about their workforce?

It's hard to find good role models for leadership communication, and it's refreshing to find one in politics. Andy Burnham’s legacy will depend on translating promises into results, doing what he says he will do and bringing people with him on the journey. But to do so, he will need to avoid many pitfalls.

Getting it wrong

These practical leadership lessons come from my own professional insights and experience of working with leaders in many fields. Over the years, I’ve witnessed some striking examples of what can happen when leaders get it wrong.

The company that had all the car park spaces nearby reserved for directors rather than customers – what did that say about their customer focus?

The CEO whose shooting hobby was clearly displayed in the background of his Teams calls – what message might that have sent to employees going through a period of change?

The autocratic leader who had a junior staff member follow him around with a teapot so he could always have freshly drawn tea to hand – what did that communicate about his approach to leadership?

It’s easy to get it wrong, and easy to get it right. Being aware of how your behaviour, symbols and rituals affect what you are trying to communicate will make a big difference to a leader’s success as a communicator.

How can coaching help you as a leader?

Coaching can help you become more aware of how you communicate and how your words and actions may be perceived by others.

For example, do you know how well your speeches are written and received? Do you know how to engage people using the clever tricks speechwriters use? What are your non-verbal signals and body language saying about you? What unconscious signs might reveal your uncertainty to others?

Are you asking the right questions? And how good an active listener are you? How well are your messages understood by your listeners, and how consistent, credible and inspirational are they?

Coaching and mentoring can help you become more self-aware, craft your key messages more carefully, and improve your impact as a leader. Coaching can help you find the answers that really could make a significant difference to your communication effectiveness as a leader, and ultimately to the success of the organisation you lead.