During a discovery interview last week, a senior executive noted that if the communications team was left to manage this particular communications initiative, the outcome of the project was going to be far too narrow. His point was that internal communications is a company-wide issue rather than the prerogative of a single department. And as Jocabim Mugatu so wisely allowed in Zoolander, “he’s exactly right!”
Effective communications inside a company is the responsibility of every executive, every manager and every employee – everyone has a role. It’s leadership’s responsibility to prioritize the importance of consistent and appropriately transparent communications as well as ensuring that information is properly cascaded throughout the company. It’s the responsibility of managers to interpret the communications and relay it to front line and non-desk employees. It’s everyone’s responsibility to act on the communications and provide feedback whenever necessary.
To get this done, though, the communications team is critically important. Their role is to support business communications that enable the company to be as productive as possible. To provide the most effective channels for communications. And to ensure that barriers to open communications are minimized.
It starts with a keen understanding of the vision and values of the company’s leadership. What is the company trying to achieve? How will they go about it? How will individual employees and teams achieve the company’s goals? What do employees need to know on a daily basis to in order achieve the goals?
When an initiative or a significant change is happening, the communications team should understand how the initiative affects various demographics throughout the company – from business leaders to front line sales to production floor employees. It’s rarely a one-size-fits-all conversation. While everyone doesn’t need to know everything, there should be a broad understanding of what the company is doing, and how the initiative helps achieve company goals. There should be an understanding of how employees’ individual roles contribute to the success of the initiative.
Communications channels are a key consideration and will likely be different based on the target audience and the type of message. There are a number of questions that should be answered. Do employees use computers for their work? Do they have access to the company intranet? Do they have a dedicated email address? Do they have mobile access? What are the realities of the work environment? How involved or complicated is the message? Knowledge of the effectiveness of various channels for different types of employees (and for different kinds of communications) will minimize communications roadblocks.
The tone and positioning of the message must be appropriate given the subject matter and audience. Is this a serious communication? Clearly, it’s not appropriate to be too terribly funny when messages might have a negative impact on employees’ livelihoods. However, there are many times when a novel channel approach or a witty headline might help the message get through to employees. Keep in mind that these communications have a lot of competition for mindshare – even in the work place.
Finally, we should ensure that the communication worked as intended. Many times this will be obvious based on the actions of employees. Other times, internal research is required to measure improvement to understand if the message or changes are taking place as intended.
So yes, the entire company is responsible for effective internal communications. Most often though, having a skilled communications professional on board will ensure that the communications work as planned. Tribe can help.