These days, managers have a great deal of choice when it comes to methods of communicating their messages to staff:
- Face-to-face conversations
- Video conferences
- Phone calls
- Online discussions, such as forums and blogs
- Speeches
- E-messages including email, online videos of speeches, voice mail
- Formal memos and letters
Some modes of communication are more personal and interactive than others. These are known as rich communication channels[1. Daft, R. & Lengel, R. (1984), 'Information Richness: A New Approach to Managerial Behavior & Organization Design', in B. Staw & L. Cumings (eds) Research in Organizational Behavior, vol. 6.] . The communication modes that we have listed above are ordered from richest to poorest, as items at the top of the list are far more personal and interactive than those at the bottom. Research suggests that the most effective leaders are good at selecting the appropriate mode of communication for the situation at hand[2. Daft, R., Lebgel, R. & Trevino, L. (1987), Message Equivocality, Media Selection & Manager Performance, MIS Quarterly]. Effective leaders make this choice by considering whether the content of the message is unusual and sensitive, or routine. Messages with a high degree of sensitivity or ambiguity are best handled through richer communication modes, while more routine matters can be handled through less interactive and less personal modes. Given the unusual and ambiguous nature of change, you will need to ensure that your communications are as personal and interactive as possible.
Other studies[3. See for example the case of leading change at a large oil company in Larkin, S. & Larkin, T. (1994), Communicating About Change, McGraw-Hill; and Marton, B. (2005), Communicating Change At Ford, Harvard Business School Publishing.] have shown that staff are most receptive to messages about change in straight-talking, small-group (<10), face-to-face meetings with their direct supervisors. This allows managers to frame the message in ways that are personally relevant to the group. The essence of the message does not change from group to group, but the framing does. The message is then cascaded down throughout the organisation.
Another way that you can help staff attach the correct meaning to your message is through the use of metaphor. Imagine I wanted tell you about my proposal to secure remote access email using random z-net, rather than traditional levels of p-code encryption. Unless you are a computer whiz, this probably has little meaning for you. Furthermore, it is likely that you have neither the time nor the inclination to learn my jargon. However, if I held up a bankcard of some description and told you that the email information in the new system would be as secure as funds in the bank when you use an ATM, you instantly have an intuitive understanding of the level of security that I am talking about. Think about your vision of the future, your current reality and what it will take to get from one to the other. What is it like? What metaphors could you use? Consider the book Who Moved My Cheese? Its popularity does not result from the strategies it contains, but rather from its ability to help people understand what they are going through during times of change.
Understanding makes a great many things bearable.
The consideration when working on your delivery is the role of congruent, emotional expressiveness. You need to wholeheartedly believe the message that you are delivering, both the good and the bad. Only then can you ensure that your genuine feelings come through strongly in your words, tone and facial expression.
Remember that communication is an ongoing process. Repetition is critical. When you start to think that you have over-communicated, repeat what you have already done nine more times.
Well-crafted, personal and interactive communication is the key. Other strategies such as memos, emails, newsletters, professional blogs and the like can be used to reinforce what people have already been told. However, staff should never hear something unexpected or new through such channels.
