Why leadership is communication in action

By Laura Zahariou, IABC Victoria Brand Co-Chair

Seventeen years ago, I witnessed a quiet act of leadership that’s stayed with me ever since.

We were in the middle of a rebrand, and the team had been invited to submit ideas for a new name. A $500 voucher was on offer, a decent incentive at the time.

What we didn’t know was that the leader already had a name in mind. But he also knew one of the sales team was going through a tough time, personally and financially.

The leader quietly shared the name with him.  When the team member submitted it, the leader selected it, awarded him the prize, and said nothing more. It wasn’t about the name. It was about the person.

That small act left a big impression on me.

It reminded me that real leadership isn’t always loud. Sometimes, it’s found in the quiet decisions, the ones made with heart, not just logic.

In that moment, he chose kindness over control. Empathy over ego. He lifted someone up without drawing attention to it. 

That simple act shaped the kind of leader I would strive to be, someone who sees the whole person, not just the role. Someone who leads with awareness and heart.

And someone who understands that behind every great outcome… is a human story.

Leadership is how we show up

Leadership isn’t just a title; it’s a way of being. And the most powerful form of leadership, in my experience, starts with communication.

Some loud, some quiet. Some inspiring, some… well, let’s just say less so.

Throughout my career in marketing and communications, I’ve seen many leadership styles. Some were directive, others collaborative. But the ones that left a lasting impact were the leaders who communicated with care, those who listened deeply, created space, and spoke with clarity and intention.

We often forget this in high-pressure environments, where metrics, deadlines, and deliverables take over. But underneath all of that is something more important and that is connection.

Because at its core, leadership is communication in action and at its best, is grounded in empathy.

Mentorship Is a form of leadership

I’ve been fortunate to have mentors who helped shape my own leadership style. Some offered formal guidance, while others simply led by example with calm, integrity, and empathy.

These relationships showed me the value of presence. The kind that doesn’t try to fix or control, but instead listens, supports, and empowers. That’s the kind of mentorship I now strive to offer others.

A few years ago, I was leading a small team when one of the younger employees came to me and said, quietly: “Since starting here, my mental health has improved so much. Thank you.”

It stopped me in my tracks.

In that moment, I was reminded of the responsibility that comes with leadership, the influence we have on someone’s wellbeing, confidence, and sense of belonging.

When I resigned from that role, she said: “I can see you doing great things in other leadership roles.”

There is no KPI or award that compares to that feeling, knowing you’ve helped someone feel safe, seen, and supported. Maybe even inspired them to lead with the same care for others.

Empathy isn’t soft.  It’s strategic.

There’s still a myth that empathy weakens leadership. That it makes you too soft, too emotional, or too slow.

I’ve found the opposite to be true.

Empathy is one of the most strategic tools a leader can have. It builds trust quickly and creates a culture where people feel safe enough to contribute, speak up, and take risks. It helps you deliver tough feedback with compassion. And it allows for real, human connection, which is what keeps teams motivated and aligned through change.

Especially in the communications profession where so much of the work is about influence, nuance, and emotional intelligence, empathy isn’t optional. It’s essential.

Communication professionals are leaders too

You don’t need to lead a large team or sit on the executive bench to be a leader.

If you work in communications or marketing, you’re already leading, with every message you write, every briefing you deliver, and every conversation you facilitate. You’re helping people navigate uncertainty, understand change, and connect to purpose.

But to do that well, you need to lead yourself first. You need the grounding that comes from strong mentors, values, and a belief in the role empathy plays in our daily work.

Because ultimately, communication isn’t just about clarity, it’s about care.

We’re living in a time when teams are stretched, and change is constant. In these conditions, it’s tempting to focus on output and overlook presence. 

But the leaders who will thrive in the future are the ones who understand this: Leadership is communication. And communication, when done well, is always grounded in empathy.

If we want stronger teams, better work, and more resilient organisations, we need to lead with heart not someday, but today and every day.

Because the leaders we support and shape today, they’re the ones who will shape the world we work in tomorrow.

Author:
Laura Zahariou is a strategic marketing leader with over 20 years of experience across diverse industries including construction, financial services, not-for-profit, and professional services. She is the Founder of Growth Lane Marketing. and currently serves as Co-Chair of Branding on the IABC Victoria Board. Laura is passionate about purpose-driven communication, mentoring emerging talent, and building strong brand narratives that connect strategy with impact.