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Among the other notables are Dan Bartlett, WalMart’s executive vice president of corporate affairs (former top aide to President George W. Bush), Robert Gibbs, McDonald’s head of global communications (former press secretary to Barack Obama), and Jay Carney, senior vice president of corporate affairs for Amazon (also former press secretary to Barack Obama).
Why do so many leading corporations look to the national political world for their top spokespeople, and what implications does this have for corporate communications people who might aspire to the top corporate job themselves? What are the qualities companies are looking for when they tap former White House spokespeople?
• Broadest possible thinking. Top political communicators have to think about and deal with nearly every kind of audience (or constituent), from other politicians to business leaders to heads of state and other influencers. On the other hand, the vast majority of corporate communicators’ remit naturally has them spending most of their time thinking about investors, employees, customers, communities and the media. Corporate communications executives would be well advised to look for developmental and other professional and personal opportunities that get them exposure to dealing with the widest array of publics.
• Politically attuned. Is there any job more “political” than working in the White House? Certainly, these figures know how to read/influence “The Boss,” as well as who’s up/who’s down and how to self-preserve. Corporate communications executives need to develop these traits themselves, and, without trying to succeed at others’ expense, work to “read the tea leaves” in the organization so they can help shape the organization’s -- as well as their own -- futures.
• Willing to sacrifice. Working in a senior role in the White House is widely seen as an incredibly grueling job, including seven-day weeks and 12-14 hour days. Obviously, this leaves little-to-no time for a personal or family life. While that isn’t an expectation many companies have for their top communicators, in hiring ex-White House staffers, they know they are getting someone who is used to making incredible sacrifices for their employer. Corporate communications executives should think well beyond the standard work day and work week, and show both initiative and responsiveness outside of the hours of 9-5.
• Nimble and quick. With all of the issues that could arise at any time, a senior White House communications person must be decisive, quick on their feet, and able to multitask. Corporate communications executives should challenge themselves to be as flexible as possible, and look to add responsibilities when they can. This will demonstrate to the CEO and others that they are able to handle nearly anything the job and company might throw their way.
• Mobile. Many presidential communicators earned their stripes on the campaign trail, requiring them to pick up and move at the drop of a hat. Once in the White House, they are much more likely to spend the night in a hotel traveling with the President than in their own beds. For a corporate communications executive to be considered for some top roles, they need to accept those developmental opportunities, including overseas, and be willing to spend time on the road seeing the company’s impact on communities and others.
In the ever-changing world of corporate communications, up-and-coming executives can take prudent steps to demonstrate and reinforce their relevance as their employers adapt to a marketplace where more is expected of companies than ever before.
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Nick Kalm is Founder and President of Reputation Partners, LLC.
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