Training for the storm: IMPACT offers leaders the real-world skills they need to communicate under pressure
The Hoffman Agency’s new executive training arm launches at a time when leadership is more about clarity than charisma.
SINGAPORE and HONG KONG, 23 July 2025 – Many executives know how to run a business. Fewer know how to talk about it when it matters most. With this in mind, the Hoffman Agency has launched IMPACT, an executive training and development division designed to help leaders communicate with clarity and authority — not just when the sun is shining, but when the weather is at its most inclement.
Most leaders would agree that the expectations placed upon them are changing. Indeed, the coming few years are likely to test them in ways that even the pandemic did not. Today’s executives must steer companies through geopolitical instability, technological upheaval, and shifting employee expectations — while being expected to explain it all in a way that resonates and inspires confidence. In this environment, communication is not a soft skill. It’s a survival skill.
That’s the premise behind IMPACT, a new executive training and development arm launched by The Hoffman Agency. At a time when AI can generate words but not trust, and when every stakeholder interaction feels high-stakes, IMPACT aims to help leaders speak with clarity, presence, and conviction at all times.
While media training is common fare in PR, launching a full-scale executive training practice is not. IMPACT marks a strategic shift for the agency: from shaping stories to preparing the people who must deliver them under pressure.
“Executives today are expected to pivot between investor briefings, town halls, media interviews and boardrooms — all while staying calm, credible and connected,” said Isabelle Demaude, Head of Executive Training & Development. “Most training programs don’t reflect that pressure. IMPACT does.”
Not just another box tick
Traditional executive training has long elicited yawns. Often treated as a formality, it rarely reflects the complexity or velocity of today’s leadership demands. Meanwhile, the risks of getting it wrong — saying too much, too little, or the wrong thing altogether — have never been greater. The tougher the macroeconomy, the more visible leaders become. And visibility without preparation is a liability.
IMPACT’s approach is scenario-based and highly tailored. No one-size-fits-all modules. Instead, sessions simulate the challenges leaders actually face — from navigating organisational change to restoring trust after public setbacks, or communicating complex AI strategies across global markets.
IMPACT training spans five solution areas:
- Brand Impact – Developing a credible leadership narrative that aligns with business goals
- Speaker Impact – Building confidence and control under pressure
- Trust Impact – Handling difficult conversations with nuance and authority
- Talent Impact – Using internal storytelling to engage and retain top teams
- Culture Impact – Communicating effectively across diverse markets and mindsets
The program is designed not only for CEOs, but for heads of function — especially in comms and marketing, where job security often hinges on visibility and perceived value. For leaders in these roles, improving communication isn’t just about performance. It can be the difference between staying in the room or being cut from it.
A different kind of training — from a different kind of agency
The IMPACT team includes senior Hoffman consultants who have worked through IPOs, M&As, product recalls, layoffs, and internal restructures. The emphasis is on practical experience, not abstract models.
“Executives don’t need more theory,” said Caroline Hsu, Chief Global Officer. “They need sparring partners who’ve been in the room — who understand the pressure, the nuance, and the politics of modern leadership. That’s what IMPACT offers.”
For a PR agency to build this kind of offer is unusual — and intentional. As client demands have evolved, so has Hoffman’s remit. From launching Techplomacy to expanding integrated marketing and content capabilities, the agency’s growth has always focused on high-stakes, high-impact moments. IMPACT is the next step: training the people who must lead through them.
A timely shift
There’s a sense that the hardest conversations are still to come. AI continues to reshape business models, jobs are shifting or disappearing, and geopolitical tensions show no signs of easing. The burden on leaders to not just manage these changes but explain them is immense.
And when comms or marketing leaders are made redundant, profile becomes protection. Those who can communicate their value well stand a better chance of keeping their roles — or landing new ones that value their voice and strategic ability.
IMPACT is now available across Asia-Pacific, with bespoke programmes tailored to in-market or regional needs. To learn more, visit https://www.hoffman.com/solving-business-problems/impact-executive-training/ or contact [email protected].
###
ABOUT THE HOFFMAN AGENCY
The Hoffman Agency (www.hoffman.com) is an independent, integrated communications agency that helps companies in markets of technical complexity communicate compelling messages and drive meaningful outcomes across the world. Thanks to a unique global infrastructure and culture, The Hoffman Agency takes a collaborative approach to implementing multi-country programs. The Hoffman Agency comprises offices across the globe, including San Jose, Portland, Boston, Vancouver, London, Paris and in Beijing, Shanghai, Shenzhen, Hong Kong, Taipei, Seoul, Tokyo, Singapore and Jakarta.
For media enquiries, please contact: [email protected]
