Communicator-in-Chief

What Neil McKee Taught Me About Communication and Leadership 

It’s not often that content on LinkedIn makes me stop scrolling. But a while back, I started to notice posts from Neil McKee that did just that. They stood out, not because they were flashy or overly polished, but because they were real. 

Neil writes about his work as Managing Director of Emtek, a Lisburn based business that offer construction materials that build stronger infrastructure and safety barriers that create safer workplaces. But he also shares about his life, like when he talks about his boys and the joy (and chaos) of supporting their busy sports schedules. He shares how his Christian faith shapes his working week and not just his weekends. He’s open about the importance of fitness and the friendships he’s built with other men at the gym. He’s even shown his sons working alongside him, and the deep pride that brings. 

It’s personal and it’s integrated and it’s the kind of leadership we need more of; that is, human, real and willing to communicate with clarity and feeling. 

At Parley Communications, we often say that every leader should be a Communicator-in-Chief. We’ve worked with enough organisations to see the difference it makes when communication is led from the top. It builds trust and creates real connection both inside and outside the organisation. 

From what I see, Neil McKee lives that out. He’s a brilliant example of a leader who doesn’t just talk about communication; he does it every day. You’ll find Neil on LinkedIn showcasing his work and cheering on his team. You’ll also see him front and centre in Emtek informational videos. Most recently, he launched the first podcast series of “Inside Emtek”- in these 6 episodes, Neil shares his very hands on, customer focused approach to business and tells great stories of learning the ropes and handling his nerves.  

When I reached out to Neil about featuring him in this article, he graciously agreed and shared some reflections on the importance of communication in leadership. Here’s what he told me: 

“I enjoy leading and sharing Emtek’s story, communicating our message to the market. In recent years I’ve found value in leading from the front, being in company videos, writing industry guides and sharing in podcasts.” 

And from that experience, Neil distilled three key lessons that I think every leader would benefit from: 

1. Simple Words 

“It is important to carefully and clearly refine and articulate the message. Simple words; easily remembered and quick to recall are normally the best.” 

There’s real wisdom in this. At Parley, we often see leaders fall into the trap of overexplaining or relying on jargon. But clarity always wins. Whether you’re launching a new strategy or supporting your team through change, the message will only land if people can understand and repeat it. 

2. Less is More 

“We are bombarded by content every day. Cutting through the noise and scroll generation is often more effective when we say less. I believe leaders need to deliver short, focused communications; regularly.” 

This one hits home. Communication isn’t about saying more, it’s about saying what matters, and saying it well. Neil models this beautifully, showing up across different media with concise, clear messaging that hits home with the listener. 

3. Thank You 

“From my experience, saying thank you to your staff, customers and stakeholders is the most meaningful communication piece. It might be a short email or quiet word after a meeting, but I’ve found it unlocks kindness, shows the value you place on the people around you and communicates that they are seen and known. There is power in a thank you.” 

This may be the most powerful point of all. As leaders, the words we choose carry weight. I am guilty of rushing to the next thing or trying to sound professional, when what people around me really need to hear is a simple thank you. 

Being a Communicator-in-Chief Isn’t About Perfection 

One of the reasons Neil’s communication stands out is because it doesn’t try to be perfect. It’s thoughtful but not rehearsed. It’s professional but never impersonal. It reflects a leader who values communication as part of his role, not an extra task, but an essential skill. 

This is something we tell every organisation we work with: communication shouldn’t be an afterthought or left solely to the marketing team. It needs to be embedded in the culture and that starts at the top. 

You don’t need to be a polished speaker or a social media expert to be a great communicator. What matters is turning up, speaking honestly and being willing to lead by example. 

That might look like: 

• Explaining the reasons behind a tough decision 

• Listening before speaking 

• Showing up regularly - whether in person, by email, or in a video update 

• Involving your comms team early, not just at the end 

• Saying thank you 

The Bottom Line: People Buy from People 

In the case of Emtek, it’s clear that people aren’t just buying a service, they’re buying from Neil. His leadership shapes the way the company shows up, and his voice builds trust with both clients and his team. 

Leadership isn’t just about setting the strategy or managing operations. It’s about setting the tone - and communication is a huge part of that. 

If you’re a CEO or senior leader, you have the opportunity to shape your culture by how you communicate. Be present. Be consistent. Be human. 

And if you’re not sure where to begin, ask for help. Like any skill, communication can be learned and strengthened with support. 

At Parley, we help leaders find their voice and share it with clarity and purpose, because we believe communication isn’t extra, it’s essential.