When Communicating Is More Important than Ever

Ever since the fall of 2007 (no pun intended), I’d say that most business owners, managers and employees believe we are facing unprecedented challenges.  All of us are learning to navigate our personal and professional ships in heretofore-uncharted waters.   Everything costs more, clients are more demanding, bosses are asking for greater input and many of us feel like we are carrying a heavier load of responsibility than ever before in our working histories. 

The changes we are witnessing daily require better communication from everyone at every level.  Folks in the service industry:  You need to communicate and prove your value to clients more than ever.  Bosses:  You need to make sure your employees hear what they need to hear from you first and foremost before any miscommunication upsets your foundation.  Employees:  You need to make sure you are bringing your utmost positive energy into the mix of the office daily while airing concerns, grievances and (hopefully) suggestions in constructive ways.

Challenging times leave no time to lose.  It is essential to get in touch with all of your constituents, and more importantly, stay in touch.  When the going gets tough, the tough communicate.  It is the number one fact of survival through tough economic times.   

Unfortunately, too many companies fail to understand this simple fact of business.   Instead of being open and transparent about any changes that may be occurring, the tendency of many managers is to keep thoughts and developments “close to the vest.”   The thinking is that if we go into stealth mode, everyone will think that everything has remained the status quo.

The problem?  The status quo has changed.  Everyone knows it.  Pretending you are unaffected while the rest of the world is adapting will not make people—employees, customers, co-workers, clients, vendors—feel more secure.  In fact, they are more likely to doubt things and potentially set the stage for misinformation to flourish.  Remember:   If you aren’t controlling the message, someone else is.  

Stay in Touch
A strong, well-articulated corporate message—a “State of the Union,” so to speak—was, is and will always be essential to long-term business survival, and more importantly, success.  

Just because things are in flux, now is not the time to lose touch.  Trust me on this:  Anyone who works with, in or around your company is hungrier for information than ever before. 

If you cut your communications budget, there is no better time than the present to rethink this move.  Maintaining your visibility is crucial.  You don’t have to say everything is perfect; no one would likely believe you anyway!  Instead, focus the message on updates, thoughts, challenges and your ability to maneuver.  Keep everyone you work with informed.  Strive to cut vagaries and stick to candid rather than guarded messaging.  Be quick to be the one to clear up any rumors or misinformation that might be bottling up your communication channels.  Be the source of your information.  

During times of change it is basically impossible to be over-communicating.  And the wonderful thing about a great communications program:  Good news or bad news, it keeps you in the news.  People and companies in the news are in the game.  And to win, you must always be willing to play.  What can you do today to beef up your communication strategies?  Need help?  Call in a professional.  If they’re good, you’ll get plenty of value on your investment in the form of well-articulated and consistent corporate messaging and, if done right, an “advertising equivalency” return with well-placed articles that share all of your developments and news for pennies of each dollar invested.