Audiences tend to personify companies, organizations, and even products with the same traits they expect of their leaders. Like leaders, organizations must exemplify and support the values of those they hope to influence. This begins by articulating the values that bind the group together. Once defined, organizations must embrace those shared values in their operations and in their policies and programs. Shared values can be a lynch pin for effective communications.
Leaders are honest.
Without it, a leader remains out of the game. Honesty is closely related to integrity and being trustworthy. Leaders provide vision. Sometimes vision is shown by being innovative or creative in finding new ways of doing things. In all cases a leader must articulate his or her goals in visionary terms, providing a clear and unique path forward.