The “Ostrich Executive” in the workplace

In the business world, where communication is pivotal to an organization’s success and reputation, there exists a leadership archetype that resists this fundamental principle: the "ostrich executive." This type of leader is defined by a deep-seated fear of engaging with the media, opting to sidestep any public interaction they cannot control as effortlessly as they do within their own company.
 
The "ostrich executive" is characterized by: 
 
Fear of Journalists: Every suggestion from their Communications Director for interviews or press conferences is met with excuses or reluctance. They only participate when left with no choice, and even then, they do so grudgingly. 
 
Ignorance of Image Value: They fail to see how a polished presence and well-crafted words in the media can bolster the company’s image. Their focus remains on internal control, not external perception. 
 
Lack of Training: They refuse to engage in spokesperson training programs that could equip them with the skills to handle tough questions and high-pressure media situations. 
 
Control vs. Reality: Accustomed to an environment where their word is law, they struggle to grasp that journalists aren’t under their command. Their desire to dictate the narrative, as they do with employees, clashes with the media’s independence and scrutiny.
 
This behavior carries consequences: 
 
Corporate Image: The executive’s absence from public events and interviews can be perceived as a lack of transparency or leadership, damaging the company’s reputation. 
 
Missed Opportunities: Failing to seize key moments to communicate achievements, strategies, or crisis responses means losing the chance to shape the public narrative in the company’s favor. 
 
Media Relationships: Avoiding journalists can strain ties with the press, making future communication efforts more challenging and less effective. 
 
Disconnect with Stakeholders: Leaders who shun public communication lose touch with stakeholders—from customers to investors—who value accessibility and transparency in leadership.
 
To address this behavior, several approaches could be considered: 
 
Education and Training: Offer targeted training in communication and crisis management. Confidence comes from preparation and practice. 
 
Culture of Transparency: Foster an organizational culture that values external communication as much as internal efforts, acknowledging its role in reputation and business success. 
 
Communication Strategy: Develop a plan where the executive has a clear role in the public narrative, with concise messages and specific goals for each media appearance. 
 
Advisory Support: Equip the leader with a Communications team that not only prepares them for public engagements but also highlights the benefits of proactive media interaction.
 
The "ostrich executive" reflects a disconnect between leadership and one of the most critical aspects of modern management: strategic communication. These leaders must realize that, just as in their companies, they cannot "bury their heads" when faced with media challenges. Public image and corporate reputation are valuable assets that demand direct engagement and proper preparation. Only by transforming fear into opportunity can they turn media communication into a cornerstone of their leadership strategy.
 

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