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We all recoiled when Donald Trump made this remark after berating President Zelenskyy in front of the cameras. But is the PR industry guilty of reinforcing this kind of perception among leaders? It may sound like a stretch but hear me out.
For years, leadership has been judged primarily through the lens of communication. A single misstep in a press conference can spell disaster, while a polished delivery earns instant praise. In today’s 24/7 media cycle, every word, tone, and gesture is scrutinised in real time, feeding a relentless demand for analysis. Communication critique has become a staple of news coverage—and many of us, myself included, are more than willing contributors on television, in print, and on LinkedIn.
This isn’t new. How leaders communicate has always shaped public perception. We know what works and what doesn’t. And, of course, communication is a crucial leadership tool. But in recent years, it has felt like the only tool in focus for many leaders. That’s a mistake. Leadership is more than performance.
Trump is an extreme but timely case study. His strategy is to dominate the news cycle with a relentless barrage of messaging—overloading the system with daily shock-and-awe tactics. He thrives in the glow of the camera, setting the terms of debate worldwide and energising his base. In their eyes, he’s winning.
But this approach is unsustainable. It’s not a smart strategic play; it’s a short-term tactic designed to maintain the illusion of victory rather than achieve long-term success. The moment he steps back from the spotlight, doubts will creep in. If visibility is the metric for success, what happens when the lights dim?
Trump is not a model of best practice—he’s an outlier. Yet, some leaders risk following his playbook, mistaking constant visibility for effectiveness. Our role as advisors isn’t just to refine their messaging but to remind them that communication alone isn’t leadership.
Yes, communication matters. No leader survives poor communication. They face a relentless cycle of internal messaging, press briefings, and social media soundbites. They need us. But our job isn’t just to help them communicate better—it’s to ensure communication serves a greater purpose.
True leadership isn’t about creating “great television.” It’s about making decisions, taking action, and delivering results. Communication should enable leaders to lead—not replace the substance of leadership itself.
We see this mistake increasingly in business, where optics often outweigh outcomes. The assumption that talking is leading is a dangerous one. If there’s no substance behind the words, credibility erodes. Leadership is not a performance.
Yes, great communicators inspire, instill confidence, and provide direction. But words alone are not enough. In the end, leadership is measured by action.
And that’s why “great television” should never be mistaken for great leadership. It isn’t. It simply enables it.