Article

Brad Chuck
Brad Chuck 27 May 2020

The True Value of Internal Communication

“What we’ve got here is failure to communicate.” Those with a perchance for classic Paul Newman films will know this is a famous line from the movie ‘Cool Hand Luke’, In which our antihero is faced with seeing his spirit being questioned while isolating in prison. Such is the feeling of many during troubling and disconcerting times; the concept of communication becomes more apparent when our means to talk have been disrupted.  But the real concern is the fact that businesses for years, no, decades, have failed to understand the actual value of internal communication that leads to business success.

Indeed, failure to communicate, especially during lockdown and isolation, will have a long-lasting negative effect that can never be recovered from.

The Problem

Communication in the workplace is the process of exchanging information and ideas, both verbal and non-verbal between one person/group and another person/group within that organisation.  The simplicity of its meaning would suggest it would be a front running strategy for any business to master.  The realism is, however, that internal communications between divisions and staff hierarchy have become a lower priority than it should be.

Any time one party misunderstands or misconstrues the words or actions of another, it has the potential to create conflict. Poor communication in the workplace is leading to poor performance, lack of teamwork, low morale and reduced profits based on misguided information.  

The real problem is that most businesses seem to be blind to such nonspecial issues that warrant extraordinarily little thinking from their already busy minds.

The Reasons

When poor communication occurs, it is not enough to simply point out issues and challenges. To indeed be able to counter the effects of poor communication, it is essential to investigate its causes.  Many are for the following reasons:

  • Objectives not being Clear
  • Poor and misguided Leadership
  • Cultural Diversity
  • Demoralised Employees
  • Personal issues affecting performance
  • Lack of understanding the issue
  • Competition for power
  • Language barriers
  • Technology not utilised correctly
  • No faith and trust in the merits of staff

The list, of course, could go on.  But with stats suggesting that 60% of worldwide companies have no internal comms strategy in place, it harbours the question of not understanding the importance and relevancy of investing time and patience into talking to each other at work.

The 7 C’s of Communication

Like most strategies, there are always vital steps to follow.  The most common and widely accepted steps to follow in the world of communications are the Seven C’s:

  • Completeness
  • Conciseness
  • Consideration
  • Clarity
  • Concreteness
  • Courtesy
  • And Correctness

It would be aloof and foolish of me to breakdown each of the seven C’s when all should be clear – each outlines a compelling case that should serve to educate and innovate the misguided.

The Solution

With a problem, must always come a solution.  This one, however, will be debated far and wide as many will never admit to their being a problem in the first place.  But a solution we must find.

Looking back over a long career, it is clear that one solution prevailed more than any to create a cohesive and productive internal comms plan.  Create a club.

Not a club that limits many, a club that involves all.  This would be an internal intranet or company website that is for the eyes of employees only.  It would also be more than just a landing page with generic company information; it would be a central hub for all things good and great about the business, the staff, the vision and most importantly, what it is that EVERYONE does in the company….

By creating such a hub, you are helping to deliver a positive company culture that can emphasis collaboration, collection employee feedback and motivate those who need the support.  A central hub that acts as an exclusive club for all staff gives everyone a voice.

But do not let it rot.  Management of such a club needs leaders.  It needs those that have a passion for what they do to speak to everyone and get the best out of what information they can share.  Remember, your staff are your most valuable asset.  Treat them as you would treat your clients so offer world-class customer care in-house.

Walking the walk is a crucial skill of any business leader. Sharing that skill, knowledge and understanding can only help grow your business from within.  Do nothing and fear the mass loss of staff to your competition.  No one wants to support your rivals in business, after all.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
‘Complainer marketing’ – should we harness rage to promote brands?

‘Complainer marketing’ – should we harness rage to promote brands?

As marketers, we're always looking to get the best results for our clients. But should we highjack the emotions of their customers to do so? No, as I explain in this post, you're better than that.

Tom Chapman
Tom Chapman 18 July 2018
Read more
8 Digital Marketing Trends to Watch in 2023

8 Digital Marketing Trends to Watch in 2023

The internet has conditioned customers to demand instant gratification, and that’s only set to continue. In 2023, customers will expect a response time of just hours. No more sending an email and waiting days for a...

Azeem Adam
Azeem Adam 3 May 2022
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
Deep Link vs. Universal Link: Which One is Better?

Deep Link vs. Universal Link: Which One is Better?

Are universal link and deep link the same thing? There are some big differences, let's understand them.

Stefano Pisoni
Stefano Pisoni 17 March 2020
Read more