When more communication doesn’t necessarily mean “better.”
A potential client recently came to me with a request: “We’ve done a significant amount of internal communications this year,” she said. “Leadership loved it, and asked us to deliver twenty percent more in 2019. Can you help us?”
This was the rest of our conversation:
Me: “More” as in “frequency”?
Client: Yes. They want a lot more… They said we didn’t have enough this year.
Me: And the twenty percent?
Client: Well, that number is probably arbitrary…
Me: Hmmm. (Pause) Do you have a lot of shoes?
Client: (Confused and hesitating) Shoes? I guess so?
Me: How many pairs?
Client: I don’t know… Maybe about twenty-five or so. Why?
Me: How many of them do you almost never, ever wear?
Client: Maybe about six pairs? Ten pairs?
Me: Because…?
Client: Because they’re uncomfortable. Or they don’t match what I have. Or they’re only for special occasions or not good in certain weather.
Me: And they sit in your closet, taking up space? Potentially headed for donation or the trash?
Client: I guess… I mean, I pull them out when I remember I have them…
Me: So more shoes isn’t the answer… Right? You only want the right shoes. Really great shoes that fit well, look fantastic, complement your wardrobe, do their job…
Client: (Laughing) Ahhhhhhh… I get it.
When it comes to successful internal communications, the answer isn’t always about frequency or volume. In fast-paced, time-pressed cultures, audiences pay attention to communications that are eye-catching and relevant. Folks only want information that’s meaningful, useful and important to them.
When I hear a mandate for “more” communications, I always stop to clarify the request. Many times, more communications isn’t the answer, and can do more harm than good by cluttering in-boxes, creating apathy or overwhelming people. Awareness doesn’t necessarily motivate employees to take action, and too much communication can actually turn folks off.
In this case, in addition to frequency, I recommend that the client consider a more strategic approach to her efforts. We discussed branding, targeting, sequencing and dialing-up the storytelling in the communications her leadership liked, versus simply adding more “noise” to the communications landscape.
“I’m all for shoes,” I explained. “But I only have so much space in my closet. I’ll certainly make space for Manolos or Jimmy Choos if it makes sense, but give me a handful of stylish, comfortable, functional pairs that I can always rely on, and I’d be more than grateful. Who needs ten pairs that don’t fit… and clutter up my closet?”
She agreed.
