A mentor of mine recently asked me a question that put the breaks on everything:

“As you look at your company’s website, what would you change if you put more of YOU into it?”

In all of my 20+ years as a communications executive I had never approach content this way, not for my clients or for my own firm.

I know from experience that when I’m willing to be more real, more authentic, I feel more connected to a purpose. I feel more successful. One of my favorite Emerson quotes, “The institution is the lengthened shadow of one man,” tells me this must also be true for organizations.

Could this way of communicating be revolutionary to an organization’s success? No one can be more of you or a better you than you can. How can companies be even more real? How can an organization demonstrate who it is more fully to customers, employees, members, shareholders, and community groups?

This inquiry puts a spotlight on an interesting and important set of questions for organizations:


  • Who are we?
  • What do we bring to the world that is uniquely us?
  • What’s one thing we can do this quarter/year to be more us than ever before?
  • Who do we want to be as we grow and evolve?

Estimates are that 94 percent of an executive’s day involves communications related activities. What is your message and what are you saying with all of that communicating? What core qualities are you demonstrating through your actions? How can you be even more authentically you this year?

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