What Can Mark Zuckerberg & Leaders
Learn from the Royal Wedding?

Mark, Mark, what were you trying to project during those congressional hearings? It looked like more of the same posturing with your apology to the European Union for not taking more responsibility to protect Facebook’s users information, although it’s been reported you’ve taken a more conciliatory tone lately. You were probably too busy preparing for your EU apology to catch the Royal Wedding, right? But you could not miss those Mark Zuckerberg masks welcoming you with the glaring “Fix Fakebook” message. Ouch!

As the founder of the Jernudd Company, I am providing you with 5 of our Principles for presentation and media from a coaching perspective, along with Reverend Michael Curry’s powerful Royal Wedding sermon example, to warm up your presentation style. People continue talking about the reverend’s dynamic delivery long after Prince Harry and Meghan Markle said, “I do.”

The Hot Seat 

Let’s start at the beginning. No doubt the accountability questions with dozens of cameras and mics aimed directly at you would be a daunting experience. It is not unusual that most companies need to make apologies and corrections. Even before Congress with the world watching. One of our clients makes this point, “It is not a matter of if we will find ourselves in crisis or scandal, it is only a question of when?” So now here you are thrust onto the world stage, donning a suit and tie to face up. First impressions: well-prepared and uncomfortable.

What Happens When a Crisis or Scandal Makes News?

Companies need to “’fess up fast,” when problems are lurking. You cannot ignore them or hit delete with fingers crossed thinking they will disappear. They won’t. Facebook did not take a proactive approach to privacy protection issues, from the fake news accusations to the Cambridge Analytica scandal, to the Russian interference in the US presidential election allegations and Facebook user complaints. These headlines were making news before you testified in front of Congress. Stories take on a life of their own when companies drag their feet in addressing mounting problems. Now you are in the position of jumping on the accountable apology tour rather than Facebook taking a proactive approach. In the media coaching business we call it, “Getting in front of the story.”

Principle: Reactive or proactive? Companies need to move fast with problem solving actions combined with assuring messages to the public. There will be less need for damage control. In other words, there won’t be as much mess to clean up.

To Be Coached or Not To Be Coached?

You survived the congressional hearings mostly unscathed. In fact, Facebook’s stock went up, but you are still in an apology position. Before you testified, Peggy Noonan asserted in the Wall Street Journal that you invited Congress to regulate you because they would be not smart enough to do it effectively. That’s debateable, but as it turned out Congress did not pressure you for specific changes or time-frames. Nor did you offer any concrete proactive measures Facebook was making to fix the problems. You said you were sorry and you take responsibility. Have you noticed, “I take responsibility” comes up with almost every CEO, politician or high-profile personality who is forced into a public apology? That’s a start. Now what?

Principle: Customers, clients, vendors, employees, media and the public need to know what action is being taken to correct issues or problems. They want to feel assured that whatever mistakes occurred, the fix, or a prevention plan is in place to make sure they will not happen again.

What is the Coaching Advantage?

Clients and friends who asked what we thought about your testimony agreed your assumed coaching worked to a degree. Now, this is where Reverend Michael Curry and I come in. At the Jernudd Company, we know from experience with over two decades in the media and presentation coaching business, that coaching can produce powerful and effective results. The challenge with your televised prepared testimony? Well, you seemed overly-coached. With a probable combination of media coaching and your legal team’s advice, your answers came across as too pat or programmed. And that is part of the problem. There was no evidence that you were connected to your prepared statements or answers. Take a look at the message your body talk sends.

You might want to check out the reverend’s dynamic delivery at the Royal nuptials. He was under pressure all right. Though not financial or legal, the Queen’s eyes were on him along with an estimated 2 billion Royal watchers. When asked if he was concerned, after all he was the first black preacher to participate in a Royal Wedding, the reverend said, “Well they invited me and that is who I am. I showed up.”

Principle: Show up with your whole self. Aloofness or shyness can translate as, “I’m only going through the motions because I’m forced into this position.”

Who is Behind the Words?

Mark, that’s another problem. We don’t get a sense of who you are or that we know you on any level. It would help if you looked approachable. The public needs to feel a hint of emotional connection to believe your apologies. Oh, yeah, that’s right, there was a touch of humor during the congressional hearings. For a moment, you drew us in with your genuine smile.

Principle: To all the C-Suite, flash those pearly whites when the opportunity presents itself to project humanity and approachability. Practice until you feel natural.

What is a Stiff Demeanor Translating?
“I would rather be anywhere else”

What’s with the robotic stance? Let’s get back to Reverend Curry. He has found his leadership style. Now is the time to develop your style to avoid looking and sounding stiff. Putting real emotion behind your apology will help you gain trust and believeability. Show a glimpse of emotion the next time you present, apologize or try to defend Facebook’s reputation or actions. You will feel more connected to your messages. The public will feel it too. Right now? Er, not so much.

Principle: Fluid movement, animation, genuine compassion, concern and passion are essential to engagement, sincerity and connecting.

We do not recommend Mark Zuckerberg or any leader imitate Reverend Curry’s syle. We suggest, though, you can learn by example until you develop your leadership style. And yes, coaching will expedite your presentation success, delivery, style and confidence.

Take a look at our Startegic Performance Platforms to excel:

• Influence
• Media Coaching
• Presentation Skills
• Leadership Style Development
• Communication

https://www.startegic.com/presentation-and-media/

Stay tuned!