When a director speaks publicly

Board members often stand at a crossroads when it comes to voicing their opinions in public. There are moments when directors want to weigh in on broader societal issues that matter and provide leadership by drawing from their governance experience. At times, this can be exactly what is needed. However, there is always the risk that ambiguity can creep in for the audience, no matter the social setting: Is the director speaking as an individual or on behalf of the board?

Traversing these scenarios can become notably intricate for individuals who serve on multiple boards, wearing different hats and potentially expressing conflicting views. It is recommended any director or chair who may find themselves speaking to the media should undergo media training with experienced professionals.  Confidence in public speaking is not enough – spokespeople need to under how the media operates and what can help to achieve optimum media outcomes.

The challenge for directors is finding that sweet spot between sharing personal perspectives and representing the interests of the organisations they serve. In a world where every word carries weight, directors are advised to tread carefully, avoiding misunderstandings and ensuring crystal-clear public communications.

The Institute of Directors (IoD) Code of Practice for Directors underscores the need for member directors to ensure their boards adopt policies governing relationships with key stakeholders. These policies should align with the organisation's nature, mission, and shareholder interests. Crafting such policies offers a chance for board discussion on vocal issues, clarifying which communications are board-sanctioned and which are personal.

Implementing solid processes, such as how a board should be alerted before something is shared in the media and who has permission to speak, is key to ensuring directors respect their board peers and steer clear of misrepresentations. It shields the board from being inadvertently pulled into controversial situations that demand defending a view expressed by an individual director.

Directors need to be on point about the hat they wear when communicating and sharing this with their audience. Prior authorisation is vital when representing the board to avoid surprises. Tackling relevant topics on the board agenda for discussion fosters a collective decision on whether a particular view aligns with the board's stance or is better expressed independently.

The question of when it's appropriate for directors to speak out on broader social matters remains subjective. However, some guiding considerations include discussing the purpose of boards, any applicable codes of practice that the board has signed up to and the wider operating environment, including the expectations of stakeholders. Boards should prioritise serving the organisation's best interests and assess the relevance of their comments to the organisation they represent. Questions like, "Why are you engaging in this topic?" and "Is the comment relevant to the organisation’s purpose, and if so, why?" help directors gauge the alignment of their views with the organisation's values.

Getting public statements just right takes a thoughtful approach. Adhering to the IoD Code of Practice, embracing clear policies, and fostering open communication within the board can help directors handle expressing their own views while still looking out for the organisations they serve. Finding this balance means directors can speak up in public discussions without risking board reputation and unity.

In summary, to avoid complications, directors are advised to:

• Be clear: Clearly say if you’re speaking for yourself or the board
• Find balance: Think about how to juggle your personal views and what’s best for the organisations you serve – use good processes to avoid confusion, including seeking prior board approval
• Anticipate and set policy: Protect the board’s reputation and unity by thinking ahead and having clear rules
• Undergo media training no matter how confident you may be at public speaking