5-Steps to Becoming a Media Savvy Leader in 2009

There is little room for the status quo or traditional tactics as business and organizations strive for authentic leadership in 2009 and beyond. More than ever before, companies will turn to the media – mainstream and the fast-evolving online New Media of Web 2.0 – as they seek to build brand awareness, leadership positioning, new opportunities to engage in trust-building conversations with customers and stakeholders, and, ultimately, better financial performance and results.

In such a new world, there is more responsibility on CEOs, leaders and executives to take charge of communicating the vision of their organizations in a clear, compelling and transparent way. The days of delegating that important role are over. Here are my 5 steps to becoming a media savvy leader in 2009 and beyond:

1. Develop personal and trusted media contacts
2. Communicate through captivating storytelling and memorable messages
3. Become the credible voice and face of the organization
4. Learn new trends in media, especially online
5. Get involved in conversations with customers and stakeholders

Savvy leaders must take the time—as leaders in their respective fields—to forge and build their own personal and trusted media contacts, and to strive, by asking questions, to understand how the media works. When it comes to guiding an organization’s reputation and value, too much is at stake to have a leader who distains working with the media. As newsmakers, leaders must learn what to say, the timing of statements, and how to deliver their messages so that reporters will pay attention and will most often write positive stories.

Media savvy leaders will know that reporters are always looking for stories … legitimate stories … that can be brought alive through sound bites, expert perspective and quotable quotes. Such leaders will get to their point quickly when communicating their story and messages. They will concisely and clearly articulate the vision of their respective organizations in a way – free from jargon and hype – that excites people and creates positive results.

Although these leaders often have communications support staff and PR agencies, they will not delegate the voice of their organizations to others. They will take charge to not only inspire stakeholders with the distinctiveness of their vision but also put a face on their organizations, further enhancing trust and reputation. We, as a public and an audience, will immediately recognize these leaders, and trust what they say.

Captivating leaders know that in today’s highly competitive world, successful endeavors become even more successful when they reflect the personality and charisma of the person at the helm. They also know that the way the person behaves in the public spotlight is key.

Learning the importance of today’s ever-changing online communications environment of Web 2.0 is essential, and nothing can be dismissed as too trivial or time-consuming. Today’s leaders must recognize the powerful reach and influence of social networking channels, such as Facebook and Twitter.

Billionaire entrepreneur Mark Cuban makes it clear about the importance of knowing how to use the Internet to communicate, to engage in conversations with audiences, and to build brand awareness and value. Cuban, is owner of HDNet, the high definition cable television network, and the Dallas Mavericks, among other ventures.

The Internet has been an essential communication tool for Cuban’s business empire. As a high-profile executive, he’s actively online and involved in conversations through his personal blog, BlogMaverick.com. “In the Internet age,” Cuban told me, “executives have to learn how to shape information about themselves and their companies, or the Internet will do it for them, and it won’t be pretty.”

The once-effective support structure for executives and leaders—such as public relations, marketing, and advertising agencies—has been shockingly slow to learn the new and ever-changing trends of how to use the Internet. Conventional methods of getting an organization’s messages communicated through the media are either broken or less effective.

It is today up to a CEO, executive or leader, according to Cuban, to take the initiative and responsibility to get savvy about the Internet, and the new ways of communicating in today’s online world at a time when there is chaos within the mainstream media.