Communications Breakdown Can Cost Credibility

“Nobody told me.” Ever heard that one?

If you're involved with management, human resources, marketing, or public relations, chances are pretty good you have. Whether the comment is made regarding a personnel policy, a new promotional campaign, a quality or service initiative or some other program, it's a stinging reminder of a valuable lesson: Never overlook your internal publics.

Think internal media

Companies routinely refer to their employees as “our biggest asset” or “our #1 resource.” Yet these same organizations often do themselves a big disservice when they fail to keep their employees plugged in. By leaving employees out of the communications loop even once, management may lose credibility. Although it may be an innocent oversight, that doesn't matter to the field rep who learns about a new pricing policy from a customer! Or the bookkeeper who just sent out 5,000 incorrect invoices!

A variety of no-cost and low-cost (relative to the consequences) communication vehicles can be useful depending on your organization's size and culture.

How can you prevent communication breakdown?

  • Talk, and better yet, listen to employees one-on-one, in small meetings, and in big groups on all matters of vital importance

  • Reinforce verbal communication with written memos

  • Establish an open door policy or “office hours”

  • Encourage and respond to suggestions

  • Manage by walking around (MBWA)

  • Post important information on bulletin boards

  • Send newsletters and interim bulletins or communiques

  • Use paycheck stuffers

  • Use video and/or audio tapes to communicate with satellite offices, sales force, etc.

  • Conduct employee rallies for new products & programs

  • Use signage (e.g., provide a framed copy of your quality policy or mission statement for every work area), banners, stickers, etc. as reminders around plant or offices

  • Distribute brochures, booklets, wallet cards, etc. for employees to reference details of a particular policy, promotion or program

  • Give employees a sneak preview of new ad campaigns before they hit the street

Do a gut check

Before communicating with the outside world, be it customers, suppliers, investors, or any other “external public,” ask yourself three questions:

  • Am I doing all I can to get the word out to my co-workers first?

  • Is that message clear and concise? (This will test your own understanding.)

  • Do all employees understand how the information affects their jobs?

The issue isn't whether everyone agrees with the information, but are they aware of it? Do they understand it enough to discuss it intelligently with each other, customers, vendors?

Just do it

In today's world, the use of internal media is not a luxury. Companies who expect their employees to shoot for 100% customer satisfaction need to aim as high when communicating with those employees. Remember, good communication is a two-way street.

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