Information sharing, pathos and apologies

It is widely believed that leaders should share information with those they lead. The arguments to support this as ‘best practice’ draw widely on studies of staff engagement. These repeatedly show that, by explaining the connection between employees’ individual jobs and the organisation, leaders and managers can greatly increase employee satisfaction with their day-to-day work. The commitment to communication also rests on the belief that, whilst trust evolves, ebbs and flows it is essential to staff engagement and motivation. For leaders and managers, the evidence shows that employees who trust them are most likely to follow through on goals set. Trustworthy leaders and managers are also more likely to get a flow of honest feedback on the challenges their staff face: which is invaluable.

At the strategic level, as Alkhafaji stated (1997), “no matter how brilliant the strategy may be, unless the business team understands and accepts it, performance will suffer.”

The “terms” of understanding and acceptance depend on leaders being able to communicate relevant information credibly. Leaders typically base their own judgements on both hard data and softer information. Many will take the view that the data is easier to communicate than the softer information. Of course, what is easier for one leader to accomplish may be more challenging for another and track records certainly play a part in creating the foundations for each call to action. Agreeing, perhaps instinctively, with Aristotle, many leaders I have worked with know that credibility depends upon a rather subtle demonstration of competence, good intention and empathy.

Modern business communication has tended to elevate the attention paid to what Aristotle terms “logos”. This is often, and to a great extent rightly, associated with logic, the hard data and the apparent proofs of our case. Business leaders, perhaps because they are business leaders, will often avoid paying attention to “pathos” in their communication. However, as we will see, this failure to consider the emotional impact of communication can have catastrophic impact on how it is received and responded to. More generally,  and perhaps through a fear of being seen to be overly emotional, much business communication appears leaden, stilted and impassive: not the tinder that lights fires of commitment as Henry V did on the Feast of St Crispian. (As Richard Olivier explains so eloquently in his book “Inspirational Leadership”, 2007, ISBN: 978 1 905879 00 7).

The dangers of a failure to attend to engage emotionally with people are well illustrated by the response of the CEO of United Airlines to an airline-overbooking situation on April 9, 2017. This resulted in a fare-paying passenger being dragged bodily off an internal US flight. When the gruesome video footage went viral and the CEO, who had previously been named U.S. Communicator of the Year, failed to apologise he was widely criticised. In avoiding emotional response and failing to give a profound and heartfelt apology for the terrible manner in which the passenger had been treated on a United plane the CEO stoked fear. He did not appear to understand or to respond to the fact that relationships between United, its public, investors and actual and potential passengers were breaking down. His initial communication did not include an effective apology that would right these collapsing relationships. He did appreciate that passengers felt unsafe at the hands of United. Later attempts to correct the impression given were seen as too little and too late.

An example of a generally well-judged communication style that combined logic and emotional intelligence comes from Steve Jobs. Jobs appeared to completely understand the need to marry logos and pathos when sharing information with Apple’s market. His style was typically as calm, enthusiastic, and confident when launching high stake products as others might be in their living room. The author and Associate Professor of Management Garr Reynolds put it this way: “His style is conversational and his visuals are in perfect sync with his words. […] He is friendly, comfortable and confident (which makes others feel relaxed), and he exudes a level of passion and enthusiasm that is engaging without going over the top.” Sometimes this was no mean feat when the subject matter might have been a little dry!

In making the judgement call about the use of the hard data and the soft information, Blanes I Vidal and Moller (2007), call attention to the importance of the leader’s belief about the accuracy of the soft information available. When a leader strongly believes (and is self-confident about) her/his judgement about the available soft information she/he is more likely to share it and this, Vidal and Moller show, can increase the organisation’s surplus.

Conversely, Blanes I Vidal and Moller’s work suggests that information sharing can help to reduce the autocratic predisposition of self-confident leaders. Information sharing can help organisations to avoid overconfidence-driven courses of action. This happens because, when workers have access to information, for example about a possible merger, they are able to form opinions about its potential viability. Because this opinion affects their motivation, the leader can find themselves effectively constrained from pursuing courses of action that are unduly based on her/his ‘gut feeling’ or instincts.

This is not what is generally thought of when “the flow of honest feedback to the CEO” is being discussed but it can certainly be powerful.


Alkhafaji, A.F., 1997, Strategic Management: Formulation, Implementation and Control in a Dynamic Environment, New York: Haworth Press.

Blanes I Vidal, J., and M. Moller. 2007. “When Should Leaders Share Information with their Subordinates?” Journal of Economics and Management Strategy, 16, pp. 251-283.