Hard truths to keep in mind when you enter the public eye, take on a leadership role, or step into politics. The game changes when you move from being an outspoken individual to representing an institution.
Authenticity in communication is overrated. Strategy is essential. You should strategically select which parts of your authentic self you'll share publicly.
If you want to survive in any high-stakes public role or in politics, here are 9 hard truths about communication you should take to heart:
1. Be intentional. Have a plan for how you want to be perceived and shape your communication accordingly. Every word, post, and interaction contributes to your public image, whether you control it or not. You will not be able to completely define your public image, but you can heavily influence how people perceive you. If you don't work on it, someone else will do it for you, and you might not like the result.
3. Social media is a double-edged sword. Posting is too easy; everyone does it (except 98% of LinkedIn users, apparently, but that's another story). Know that your digital footprint will outlive you. So, when you're in politics, you should think twice before you post. Learn when to pull the trigger on that loaded gun and when to put the safety on. Or ask a professional - that's what we're here for.
4. In politics, you're no longer “you.” You represent a party and maybe a government and these, like all institutions, have different rules. It's not your personal blog. And if you have a personal blog, have you thought about what you've posted there?
5. Edgy today, unelectable tomorrow. Something that makes you go viral now can be the reason you go home later. Public memory is selectively long and always unforgiving. People try to find reasons to be angry, to disagree, to yell. And when your public becomes a mob, the truth does not matter. In fact, "truth" can be constructed and served subtly to the mob. Look at what the Russian bots are doing all over Europe and beyond. So, remember: crisis management starts years before the crisis.
6. Silence is often the best statement. Not every thought needs to be shared. If you’ve just been appointed, take a deep breath before you post - or better yet, don’t post. I've observed how some non-politicians who were very vocal before they were in office almost shut down their socials for the first period after their appointment, and sometimes during their whole time in office. That's a wise choice. There will be opportunities to post later.
7. Know your new audience. The people who cheered for you before might not be your target group anymore. In fact, your audience now will be larger, less homogeneous, and less friendly. If you already have a past, you already have enemies, and politics creates more enemies. That's not necessarily a bad thing. Αfter all, in the words of Winston Churchill, "You have enemies? Good. That means you've stood up for something, sometime in your life." But you'll have to adapt your messaging accordingly. And grow a thicker skin.
8. Personal conviction is great; discipline is better. Believe what you want, but express it with the awareness that words have consequences, especially in public office. It's not easy to support actions and words you don't necessarily fully agree with or have to withhold your tongue, but it will happen, as it does in any group of more than one. And it's necessary. You may even have to publicly show support for actions you disagree with. You can always resign if you think that is the best option.
9. Strategic communication is not manipulation. It’s knowing when to speak, what to say, and when to let silence do the work for you. Some may call this approach calculated. I think it's just cautious. But in high-stakes public life, self-preservation is not a weakness, it’s a survival skill that will help you survive and thrive.
In the end, communication in public life is not just about what you say, it’s about what others hear, remember, and sadly, can potentially weaponize. And also, as always, communication is about how you make people feel. When you master strategic, intentional communication, you'll not just avoid scandals (this in itself is a good thing); you'll also influence the narrative, build credibility, and stay in the game. You have to choose your words wisely, know when to stay quiet, and never forget that in the court of public opinion, perception is reality.
Food for thought.
4. In politics, you're no longer “you.” You represent a party and maybe a government and these, like all institutions, have different rules. It's not your personal blog. And if you have a personal blog, have you thought about what you've posted there?
5. Edgy today, unelectable tomorrow. Something that makes you go viral now can be the reason you go home later. Public memory is selectively long and always unforgiving. People try to find reasons to be angry, to disagree, to yell. And when your public becomes a mob, the truth does not matter. In fact, "truth" can be constructed and served subtly to the mob. Look at what the Russian bots are doing all over Europe and beyond. So, remember: crisis management starts years before the crisis.
6. Silence is often the best statement. Not every thought needs to be shared. If you’ve just been appointed, take a deep breath before you post - or better yet, don’t post. I've observed how some non-politicians who were very vocal before they were in office almost shut down their socials for the first period after their appointment, and sometimes during their whole time in office. That's a wise choice. There will be opportunities to post later.
7. Know your new audience. The people who cheered for you before might not be your target group anymore. In fact, your audience now will be larger, less homogeneous, and less friendly. If you already have a past, you already have enemies, and politics creates more enemies. That's not necessarily a bad thing. Αfter all, in the words of Winston Churchill, "You have enemies? Good. That means you've stood up for something, sometime in your life." But you'll have to adapt your messaging accordingly. And grow a thicker skin.
8. Personal conviction is great; discipline is better. Believe what you want, but express it with the awareness that words have consequences, especially in public office. It's not easy to support actions and words you don't necessarily fully agree with or have to withhold your tongue, but it will happen, as it does in any group of more than one. And it's necessary. You may even have to publicly show support for actions you disagree with. You can always resign if you think that is the best option.
9. Strategic communication is not manipulation. It’s knowing when to speak, what to say, and when to let silence do the work for you. Some may call this approach calculated. I think it's just cautious. But in high-stakes public life, self-preservation is not a weakness, it’s a survival skill that will help you survive and thrive.
In the end, communication in public life is not just about what you say, it’s about what others hear, remember, and sadly, can potentially weaponize. And also, as always, communication is about how you make people feel. When you master strategic, intentional communication, you'll not just avoid scandals (this in itself is a good thing); you'll also influence the narrative, build credibility, and stay in the game. You have to choose your words wisely, know when to stay quiet, and never forget that in the court of public opinion, perception is reality.
Food for thought.
LinkedIn, 19/3/2025
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