Most CEO messages fail in the first ten seconds. They start with a greeting, a thank-you to everyone and a reminder of what the company does, and the viewer who wanted to know what changes has already left.
The examples below are structures, not scripts to copy. Each one gives the occasion, an opening line that gets to the point and the mistake that most often spoils that kind of message.
None of them needs a big production. They need one idea, said plainly by the person whose message it is.
Seven occasions
For each one: when it comes up, an opening line that works, and what to avoid.
Quarterly results
- The occasion
- After results, when people want the story behind the numbers.
- An opening line that works
- “Here is how the quarter went, what it means for you, and what comes next.”
- Avoid
- Reading the figures out. Pick the one number people will remember and explain it.
A reorganisation
- The occasion
- When roles or reporting lines change.
- An opening line that works
- “Some things change from Monday. Here is what changes, what does not, and where to ask.”
- Avoid
- Euphemism. Say plainly what changes, then what stays the same.
A first message from a new leader
- The occasion
- The first week, when everyone is deciding what kind of leader this is.
- An opening line that works
- “I am starting by listening. This is what I have seen so far, and what I would like to learn from you.”
- Avoid
- Announcing plans before you have listened.
A thank-you
- The occasion
- After a launch, a peak season or a hard period.
- An opening line that works
- “I want to thank one team by name, and say exactly what they did.”
- Avoid
- Generic thanks to everyone. Specific thanks is the one people believe.
Bad news or an incident
- The occasion
- When something went wrong and people are waiting to hear.
- An opening line that works
- “Something happened. This is what we know, what we do not, and when you will hear from me again.”
- Avoid
- Waiting for every fact. Say when the next update will come.
A year-end or new-year message
- The occasion
- The last week of the year, when people are listening for a theme.
- An opening line that works
- “Three things I am proud of this year, and one thing we will do differently.”
- Avoid
- A recap of every project. Choose three.
An acquisition or partnership
- The occasion
- When the news is public and people ask what it means for their job.
- An opening line that works
- “Here is who they are, why we chose this, and what it means for your work.”
- Avoid
- Silence on jobs. If you do not know yet, say so and say when you will.
Before you record
These apply to every occasion above.
- Write it to be heard. Short sentences, no lists, the key word last. Read it aloud before recording.
- Let the idea set the length. One idea, said once. If there are two, make two messages.
- Make it work without sound. Captions on every recorded piece, in line with WCAG 2.2 success criterion 1.2.2.
- Choose a human setting. A quiet room or the place the message is about, not a stage. The leader’s own voice.
- Check every claim. Every number and every date confirmed by the person who owns it.
When a message is not enough
A video can announce a change. It cannot replace the conversation that follows. Plan how managers will answer questions once the message has gone out, and where people can send theirs.
If your teams work in several languages, decide early which messages need a full voice version and which only need captions. A leader’s message loses weight when it arrives as an afterthought.
