How to Leverage Your Leadership for Stronger PR

How does a mission-driven organization, like a nonprofit or a foundation, effectively communicate its own vision and inspire action? This is the unique challenge in the world of social impact. While many organizations rely heavily on events, conferences, and announcements, they often overlook one of their most powerful communication assets—their leadership. At DEY. we’ve always believed that the head of your organization should be central to your PR strategy.

This is part one of our guide for executives, adapted from DEY.’s white paper, "Using Your Human: Why Leadership Should Be at the Heart of Your PR Strategy," which provides a roadmap for using your top executive as a compelling, human spokesperson for PR and storytelling.

Read on to learn how you can create deeper engagement, scale your solutions, and build long-lasting trust. 

The head of your organization can and should be central to your PR strategy.

In today’s complex media landscape, journalists and stakeholders crave authentic voices that break from the traditional PR script. Leaders should recognize that their visibility is not just about them — it's about amplifying and humanizing the issues and driving meaningful change.

Their voice and presence are powerful tools to elevate the mission, providing credibility and human connection to the cause. According to the Edelman Trust Barometer, 68% of people believe CEOs should step in when the government fails to address societal problems. Yet, many organizations remain hesitant to fully embrace this potential, often playing it safe and avoiding the authentic engagement that could significantly impact their mission.

But for those executives and leaders who do, the results are significant. For example, consider: 

A Case Study: Darren Walker, President of the Ford Foundation

• Walker frequently shares his personal journey from a small town in Texas to leading one of the world's largest philanthropic organizations. By openly discussing his background as a gay Black man who grew up in poverty, Walker connects the foundation's work to real-world experiences, making complex issues of inequality more relatable and urgent.

• Rather than relying solely on press releases or formal statements, Walker regularly contributes thought-provoking pieces to major publications. His approach to engaging in public discourse on controversial topics demonstrates how leaders can effectively communicate complex ideas to broader audiences.

• Walker introduced the concept of moving "from generosity to justice" in philanthropy, challenging the sector to address root causes of inequality rather than just symptoms. He articulates this vision across various platforms, from business news channels to social media, making complex philanthropic concepts accessible to broader audiences.

• Walker cultivates relationships with journalists across different sectors. He appears on programs ranging from CBS's 60 Minutes to financial news shows, allowing him to reach diverse audiences with the foundation's message.

• Walker doesn't shy away from difficult topics. He openly discusses the foundation's own. need to change, including its past investments and approach to grantmaking. This transparency builds trust and positions the Ford Foundation as a leader in addressing systemic issues.

• One of Walker's most effective PR strategies is his commitment to showing up in person at various events, parties, and gatherings. He understands the importance of face-to-face interactions and often attends functions simply to say hello and show his face. This personal touch helps to humanize the Ford Foundation and makes Walker more accessible to stakeholders, journalists, and the public.

• Walker's PR effectiveness is bolstered by innovative actions that align with his messaging. For example, the foundation's unprecedented $1 billion social bond to support nonprofits during COVID-19 demonstrated a concrete commitment to the ideas Walker espouses in his public communications.

Key Takeaways

At DEY., we encourage executives in mission-driven spaces to embrace visibility with their full, authentic selves, and Darren Walker embodies all of DEY.’s principles in his execution. Since taking the helm of the Ford Foundation in 2013, Walker has reimagined both philanthropy and foundation leadership through his authentic, accessible approach that goes far beyond talking points. We believe that leadership can be leveraged effectively in PR to humanize an organization and spread big, bold ideas, and here’s our quick cheat sheet to doing it: 

• Use your authentic voice and tell your personal story 

• Go beyond traditional channels

• Innovative communication of bold ideas

• Leverage media relationships

• Embrace uncomfortable conversations

• Use personal presence and engagement

• Innovative actions backing your words