Organizational communications can be a powerful
instrument to help leaders reach their strategic objectives.
However, to be effective in this role, communications
cannot be merely a one-way conveyor of information.
Instead, it must set broader goals to reach and affect
the "whole person." This is not only an
individual's level of understanding but his/her opinions,
feelings and behaviors as well. Organizational communications
must focus on building healthier, more collaborative,
more productive relationships between people at all
levels in the organization.
and collaborative Deep
DialogSM within and between groups and with
organizational leaders should be conscientiously planned
and implemented on an ongoing basis by communications
professionals in the organization.
Communications need to go beyond
packaging and presenting information in a one-way
"packaged media" channel. To affect people's
feelings, stir their emotions and energize them on
a personal level, it is necessary to create two-way,
manager/leadership-led communication events. These
events should be created at all levels: large group,
small group and one-on-one. Managers must be given
responsibility for effectively communicating with,
teaching, coaching and motivating the people with
whom they work - and be held accountable.
These are significantly deeper
levels than traditional one-way organizational communications
address, yet they are the levels that must be reached
to actually affect people's feelings, behavior and
All information is laden with
emotional meaning. This simple truth is often ignored
or consciously avoided in organizational communications,
yet it is the emotional content, context and implications,
which can provide organizational communications with
the power to move people to achieve strategic objectives
and win in the marketplace.
Collaborative dialog is a more
powerful internal communications strategy than published
media for effecting, motivating and moving people
to higher levels of strategic performance. A synergistic
combination of packaged media and collaborative dialog
is the optimum solution for communications targeted
to move the bottom line.