How to Prep your Principal for Davos
If you work in executive communications you’re probably in the thick of Davos prep: There are just five days to go until the great and the good descend on the snow-capped mountains of Switzerland for the media circus known as the World Economic Forum.
I imagine you’re juggling a constantly moving program, jostling to get pole position on a panel, and trying to locate a quiet room for an all-important side-bar conversation for your CEO.
I get it. I’ve been prepping senior leaders for Davos for more than a decade. In fact, long before I was a speechwriter I would prepare briefing books for two high-profile individuals, which we would print out in hard copy. This was before executives had iPads, so instead of a slim tablet, they would lug around a briefing book the size of a bread maker and bring it back covered in hand-written notes.
A few tips I’ve learned over the years:
It’s never too early to start prepping for Davos…
But in reality the jostling for meetings, media interviews, and high-profile panel discussions can happen down to the last minute. This means staying flexible during the process. Plan for what’s locked in early, so you have space to deal with the crises when they happen. Message development and thought leadership content can be planned in advance and then repackaged when you have more details about the events your principal is attending.
Make sure your principal is armed with the content they need
Your principal will need some combination of their own messaging, a briefing document on hot topics, and a media Q&A. These are in addition to all the briefings for each meeting, interview, and speaking opportunity. Don’t try and do this alone. If you work in a corporation large enough to have a meaningful attendance at WEF, bring in teams from around the business to help you.
Know who your stakeholders are
When it comes to Davos prep you need to stay close to your media team, your regulatory and/or policy team, the chief of staff, relevant business leaders, and your contact at WEF (depending on your company’s level of membership.) If you’re the main coordinator for your principal’s Davos attendance, think about whether you need regular check-ins with key stakeholders. But avoid giant meetings with fifty people that get into the nitty gritty of logistics: These will make busy people dislike you very fast.
Look out for the right thought leadership
The theme of this year’s WEF meeting is “Rebuilding Trust” so look out for this year’s Edelman Trust Barometer. Also scour the NYT, FT and any other major news outlooks for op-eds that could shape the conversation and make sure your principal has copies in their briefing pack.
Have a de-brief on the calendar
Full disclosure: I’ve never actually been to Davos. But that means I’m even more fanatical about sitting down with my principal and getting their feedback on what worked and what didn’t when they get back. That meeting needs to happen soon after they return to the office, while it’s all still fresh. You will learn so much about what worked and what needs fine tuning. And if you can share any relevant information with stakeholders from around the business you will build better relationships that will serve you well for Davos 2025.
If you’ve just prepped for your first Davos and you found this helpful, join us in February to refine your executive communications skills.
