The Art of Influence: How to Lead Without Authority

Leading without authority is the number-one challenge every comms professional faces early in their career.

Is it your daily struggle? 

I hear you – it’s hard to lead without that shiny ‘manager’ title that typically makes people jump.

This is when real leadership comes into play; the kind that grows from within. 

I've been in your shoes, working really hard to get everyone around and above me on my side – selling them a brighter, less dispersed, more connected future – while implementing an employee experience app that would live or die based on whether they support and adopt it. (*insert sweating smiley here*)

Yes, it's all up to you and the stakes are high.

Yes, you've got a big project to lead, and you need their buy-in.

Yes, helping you roll this out is in no one's job description.

So, how do you make them all work with you on this – or better yet, work for you?

The answer is influence. According to a study by the Center for Creative Leadership, 38% of professionals say that influence is the most important skill for career advancement.

And I believe that you don't need a fancy title to inspire massive influence.

I've spoken to many experienced internal communications professionals. They’ve all been there, and they’ve all shared their best advice, helping you lead without authority. 

Ready to grow?

6 pro tips for mastering influence without authority

1. Own your expertise

Your expertise is unique and valuable. It’s what you’re best at, it’s that special sauce that got you to where you are. Refine it, polish your skills, experiment with new tools, stay updated, and constantly share your learnings and valuable insights to establish your authority, so that people will start seeing you as a source of knowledge.

You'll sound more convincing if you base your requests and offerings on data, proven and tested methods, and resources. Make sure everyone knows that you know your stuff. 

EXPERT TIP

“For me, the best way to build influence when you don’t have authority is through measurement,” says Helen Deverell, internal communication consultant. “Being able to back up your advice with evidence is essential. Link it to what matters to your stakeholders to show how internal communication has an impact on their priorities.”

Suzanne Hughes MA MCIPR, communications & engagement senior leader, adds: “I recommend relying on your expertise in your audience and your channels, making sure you have reasons and data to back you up,  making it clear that you are there to help the stakeholder achieve results and always, always offering an alternative solution rather than saying no.”

2. Master active listening

People are more likely to follow those who make them feel valued and understood. If you're in comms, I can guess you're good at talking and writing – but are you a good listener?

This is the hack that makes communication truly effective. Start practicing active listening. Shush your notifications, don't let your thoughts wander, focus on what people say and their verbal and non-verbal cues, and then (only when they finish talking) ask thoughtful questions that show you care. 

This builds trust, an important leadership element that can lead people to follow you wherever you go.

EXPERT TIP

“Influencing without authority is something you’ll face almost daily as an internal communicator, so it’s important to take every opportunity to build relationships with leaders or stakeholders,” says Rachelle Bryant, internal communications leader.  “You’ll get the best result by showing that you’re listening and you’re here to help them get the best outcome.”

3. Highlight what’s in it for them 

Self-interest is a powerful motivator. You need to understand and consider others' perspectives, motivations, and emotions to connect with them better. Show them how supporting YOUR initiative will help them achieve THEIR goals or make their lives easier. Always look for win-win solutions that benefit multiple stakeholders, not just yourself or your project.

EXPERT TIP

“Think about the priorities of your counterparties,” agrees  Samuel Bauer, VP, Global Comms and Marketing. “When you phrase and present your initiative with their priorities in mind, it significantly increases the likelihood of gaining their buy-in and support. 

“For instance, in one of my projects at Meta, I needed to secure the cooperation of an operational team that did not report to me. By taking the time to understand their goals, blockers, and challenges, I framed my proposal in a way that demonstrated how it aligned with their objectives. 

“This approach not only helped me gain their support but also fostered a collaborative environment that led to the successful implementation of the project. The results were impressive: we achieved notable increases in speed, efficiency and an improvement in our inter-team relations to boot!”

4. Network your way to success

Influencing often boils down to people, so it's crucial to invest time in building real connections across the org. 

Be kind, be wise, and be a supportive colleague. Build your network from the ground up, and don’t be afraid to connect with senior positions. These types of connections can open doors and smooth the way when you need to rally support. 

Getting C-suite buy-in can be a game-changer for you and your projects, taking your initiatives from the drawing board to org-wide implementation.

EXPERT TIP

“Early on in my career, it became clear through observation that genuine influence isn't wielded through authority alone, but through the power of relationships,” says Rachel Starkman, global lead, internal communications. “Building trust and connection became the cornerstone of my approach.

“When people feel heard and understood, they're more receptive to your ideas. Those who trust you become your allies, listening actively and seeking to grasp your perspective. This built trust translates into credibility, ensuring your voice carries weight and your message resonates."

“Get to know the senior leaders,” suggests Suzanne Hughes. “Meet them, understand their aims and objectives and their drivers. You can shape your priorities around their needs, whilst subtly influencing them too as you build trust and your own credibility.”

5. Let your stories do the heavy lifting

Nothing captures people's hearts and minds like a bloody good story. Want proof? Jerome Bruner, a cognitive psychologist, suggests people are 22 times more likely to remember a fact when it has been wrapped in a story. 

So if you want people to take action or follow your lead, start with a catchy narrative, in which they are the hero.

What about the tone of voice? Do you need to sound 100% corporate, always use jargon, fact-check with Google, and optimize with ChatGPT? Do you have to add long academic explanations to the intro and an exclamation mark at the end to get people to do what you need them to do? No, dear!!!

EXPERT TIP

“Authentic communication wins out over polished perfection,” says Kate Fitzmaurice, head of internal communications and employee engagement at Vodafone Ireland. “When leading communications, prioritize honesty and genuine interactions over authoritative tones. 

“Ditch the idea that every message must be flawless; instead, focus on being real and relatable. Help your audience understand who YOU are. Share your experiences and how they have shaped you.  Choose informal over formal interactions to build stronger connections. And lastly, keep it simple!”

6. Take your chance to lead

When opportunity knocks, don't be the one who says, “can somebody get that?”

To become the leader you'd want to follow, you need to get your hands dirty and gain some leadership experience.

If not people – manage projects. It’s true –  if you never try,  you’ll never know. You got this!

EXPERT TIP

“My story is that our marketing director led a multi-team project to launch Global Jam, IBM's crowd-sourced ideation platform that gathers employee-submitted views, but no one wanted to manage it,” recalls Frank Dias, internal communication leader. 

“I decided to step up and lead this project. This allowed me to take on extra work and a high-profile role to test, learn, develop and showcase my logic, decision-making, planning and organizing skills related to targets and goals. I got recognition from senior leaders and built up my reputation. It was an opportunity to learn project management dynamics, which is about effective comms and engagement.  

“My top tip is don't be afraid to ask for extra responsibilities, be on the lookout for work and projects that interest you, learn to speak to the right influencers and owners, and learn to step up when others don't. It's your opportunity to be seen by others and take responsible roles.”

The payoff: Free impact

So…  who said you need authority to be a powerful leader? Mastering the art of influence without authority takes effort, but the payoff is huge.

You'll be able to drive change, unite cross-functional teams, and deliver outstanding results – all without that fancy manager title.

It's also good for your employer. A study by McKinsey found that companies with strong informal leaders are 36% more likely to outperform their competitors.

By adopting these influencing skills, you can make a significant impact in your org, regardless of your official title.