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Effective communication builds credibility
A consultant was conducting a study at a Fortune 500 company that had just been bought in a hostile takeover. Conversing with workers at the company, he found that the workers were talking about coffee at length. The company had provided free coffee to workers all along, and then after the takeover, it suddenly started costing them some 50 cents. Although the company was doing quite well, the management had neglected to share information with the employees, an
d in the absence of any other information, the workers began to view the coffee as a symbol of the company’s volatility. Rumours began to circulate that the company was on the docks, and a big lay off was on the cards. A number of people quit to join other companies and those who stayed behind viewed the new management with mistrust and resentment.
This is just an example of how poor communication can turn a difficult situation into a crisis A purely practical administrative measure was perceived as an ominous hint of things to come simply because the management had failed to assuage understandable fears and doubts of the workers when it mattered the most. The organisation could have avoided a lot of confusion, anxiety and uncertainty if more attention was paid to the message they were sending to the workers at a time of turbulence and change.
When leaders fail to communicate clearly and openly, the void is filled by information from other sources. But the question is, do you want your people to be listening to the leadership or do you want them reacting to hearsay and conjecture?
As successful leaders know, nothing moves in the right direction without effective communication. Here are suggestions on how communication can be leveraged as a tool to assist organisational change.
Get Proactive
During times of change, employees naturally expect sensible planning, confident and efficient decision-making, and most of all regular, complete and timely communication. Rather than clamping the lid on the flow of information, managers need to open up and harness the power of communication to win the trust of employees. They also need to increase their involvement and pave the way for a smooth transition.
It can be in the form of a 10-minute staff meeting, an email addressed to the employees, or an update on the company website and bulletin boards. It could also be a spontaneous discussion, debate or a one to one interaction.
As long as the leadership is clear in its communication and proactive about discussing issues with employees; it has a good chance of keeping rumours and misinformation at bay.
When the management practises a policy of open communication consistently, people will, over a period of time, learn to brush aside water cooler gossip and place their trust in the leadership.Use repetition and multiple channels to get your message across
People sometimes need to hear the same message at least 4-5 times before they start taking it seriously. A range of written and oral formats including e-mails, memos, individual meetings and group meetings can be effectively used to deliver news to your employees. Repetition helps the information get across.
The use of a variety of communication channels ensures that people with different learning styles assimilate the message.
Make it a two way process
When a change is announced through a memo or at a staff meeting, this mono-directional communication gives little opportunity for the receivers. In this case, it is your staff that can assimilate the information and get involved. Effective communication is a two way process, so always ensure that employees have the means to get back with ideas, doubts, clarifications or feedback.
Be honest
All of us need a measure of honesty in our relationships, irrespective of whether they are about kindergarten friendships or international politics. Leaders must adhere to higher standards of integrity to win the trust of their employees.
A leader must speak accurately and truthfully, and not consciously lie or mislead by remaining silent. It is important to give an honest answer to questions, even if it means saying ‘I don’t know, but I will try to find out.’
Go low-tech.
While email provides instant connectivity, it is also distance creating. It can hinder communication because it lacks direct interaction. And when it is used for communicating important, life-altering decisions, it sends the message that the organisation does not care enough for its employees. It is better to gravitate towards the more personal means of communication, such as face-to-face meetings for communicating sensitive information during tough times.
Efficient communication is indispensable for any organisation that faces uncertainty and change. Yet, few organisations have the communication strategies needed to counter the demands of change.
Using the right tools to communicate the right message at the right time can salvage a crisis and motivate people to work towards success. Truly said, communication works best for those who work at it.
BINDU SRIDHAR
faqs@cnkonline.com
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