As a child, I struggled with change. We once got a new refrigerator, and I cried at the thought of losing our old one. I share this because no matter how much change has tripped you up in the past, there is hope! While I no longer shed tears over replaced appliances, I sometimes struggle with the changes life throws my way.
Embracing change as an opportunity for growth is key. Communication plays a central role in the success of any change. Take the time to consider not just the intent of the changes but also their actual impact, and be prepared to evaluate your messaging to ensure intent and impact are aligned.
Seeing more companies and organizations intentionally invest in their internal and external communications has been rewarding. After all, most problems can be attributed to poor communication, and successful ventures always incorporate a good communication plan. Still, investing in communications is often seen as an excessive expense. Shouldn’t communication be something that just happens? It’s not rocket science – surely, we can handle this alone. This has been the dominant mindset, but like everything in life, the more you incorporate data, processes, and value alignment, the better the results.
A communications audit is a powerful tool that allows an organization to take a deep dive into the effectiveness of its internal and/or external communication. By using a combination of qualitative and quantitative data gained through focus groups, surveys, and analysis of current communication platforms, companies can see if messages are getting to the right audience and how well those messages are received. Yes, this takes time and effort, but like most things, slowing down can help you speed up in the long run with less miscommunication, errors, and reworking projects.
Every business and individual has the same number of hours in a day. Success is dependent on maximizing what can be done in those limited hours. If you spend significant time on platforms that used to serve you well but are no longer driving engagement, it’s time to evaluate your approach and see if the message or the delivery needs adjusting.
We can’t control the many currents that impact our work, but we can control how we respond to them. Taking the time for a thoughtful approach instead of a knee-jerk reaction can be the difference between deteriorating customer/donor and employee relationships and prosperous ones that help deliver on your mission.
A frequently repeated quote over decades of articles; “ The greatest problem in communication is the illusion that it has taken place.” A good audit will reveal that, I think.