7 things leaders say to comms teams, but shouldn't

If you’re in comms, you’ve probably heard them all before. If you’re a leader, you may have said some of these without even thinking. 

Here’s a breakdown of the most common things leaders say to in-house comms teams, why they’re problematic, and some better approaches. 

“Do we even need to respond to the journalist?"

Why it’s a problem

Silence is still a statement, and there will always be others willing to fill the void for you. 

Better approach

While strategic non-response can be valid when it’s intentional, engaging with journalists helps an organisation own its message. 

“The lawyers have drafted a statement for you to use.”

Why it’s a problem

Legal language often lacks sincerity and when you avoid accountability (not to be confused with accepting liability) it drives distrust. 

Better approach

Legal review is essential, but comms must shape the message. 

3. “We need to reschedule the session; something has come up.” 

Why it’s a problem

Crisis planning is non-negotiable. Being unprepared is a leadership failure, and reactive scrambling will negatively impact a crisis response. Speed, accuracy, clarity, and authenticity in a crisis are vital. 

Better approach

Proactive planning and scenario testing is essential to respond swiftly, thoughtfully, and clearly in a crisis. Yes, that includes media training.

“Just share the media statement with them.” 

Why it’s a problem

Assuming all audiences are the same shows disrespect and negatively impacts engagement. 

Better approach

Different stakeholders may require a different tone, format, and potentially even timing. Understanding your audiences, and tailoring messaging to context is key for real engagement. 

“Our open rates are too low. Let’s send another email.” 

Why it’s a problem

Vanity messaging and quantity-over-quality tactics don't drive connection. They disengage, exhaust, and make audiences tune out.

Better approach

Focus on audience relevance, value and timing when building your channel plan. More isn't better, better is better. 

“We need a video for social.”

Why it’s a problem

Choosing media before defining objectives or audiences wastes effort and can impact engagement. 

Better approach

Start with the stakeholder and purpose before choosing the channel, format, and timing. 

“I'll need you to draft a holding statement for a decision we just made (without your input).”

Why it’s a problem

Words can’t fix a bad strategy. 

Better approach

Effective decision-making starts with comms in the room, not on standby. Early input and an external perspective can lead to improved outcomes.

If any of this sounds familiar, you’re not alone.

Are you a repeat offender, or do you need help handling one?

From strategic planning to executive training, get in touch for a detailed discussion about the support you need.