If Leaders Believe Communications is Important...

                                                                                                                                                  …Then Why Isn’t It Important?

It seems like almost every day we witness a new report or survey indicating that leaders rate Communications as key to organizational success. The studies, which cite such things as “critical to understanding purpose, strategy and efficacy” or a “core behavior to effective leadership,” elevate communications as the very DNA for exemplary leadership throughout the business.

Sounds good, right? But the truth defies the research. 

Many organizations continue to suffer from ineffective, underperforming, and misaligned Communications efforts shunting growth and eroding relevance. And if we are to believe the data, the reason rests at the doorstep of leadership, specifically the CEO.   Every organization, large or small, operates at the direction of its leader. In some cases, the personality of the CEO permeates the business (think Jack Welch or in sports Bill Belichick) or at the very least takes its operational and functional cues from the top.

Experiencing such a disconnect in my career both inside professional service firms and global corporations and digging deeper into this phenomenon, the symptoms are easy to identify, but the causes are much murkier. Having said that, below is an examination of key reasons for the disconnect between CEO and enterprise ready communications that positively impact bottom-line results and employee engagement:

1. Defining Communications and its Role (once and for all) for Leaders and Communications Executives -  Let’s start with the foundation: Communications is about the exchange of information in a manner that fosters understanding, comprehension and initiates dialogue, discussion, and debate. It’s not an e-mail, speech, brochure, website, fact sheet, advertisement, town hall meeting, signage, poster, social placement, etc. those may be mechanisms to convey content, but they don’t constitute effective communication unless both parties – sender and recipient – come to some agreement on situation – good or not so good.  In this regard, it’s not about what you say but what people hear. So, when a leader says “I sent an e-mail about some important topic” he or she did not communicate. Further, Corporate Communications is not a function to “communicate” for the company. Rather, it needs to be designed to help the company better communicate! When a CEO or an organization communicates internally or externally it must allow a simple rule – what do you want your stakeholder to “Know, Feel, and Do.” Communications is also strong indicator if the company has a “messaging problem” or a “policy problem” with the danger being the wrong conclusion.
2.  If Communications Is Important – Make it Important! -  It’s the CEO’s responsibility to declare and establish Communications as an important strategic asset throughout the enterprise. In doing so, Communications is developed, designed, nurtured, reinforced, invested in, and measured as any other function. The function reports directly to the C-Suite and is involved all critical business decisions. Communications professionals have access to any part of the business and the ability to engage in planning and programming measures.  In essence, Communications is reflective of an organization’s integrity and sincerity in sustaining an ethical, transparent, and credible business.

  How can a leader implement the above? 

  Challenge the Process: How are Communications currently being conducted? How effective are we in conveying our story? What is our attrition rate? What type of relationships do we have with investors, customers, consumers, employees? Is our strategy understood? Do we engage communications professionals throughout the business? Are the company’s communications strategic or tactical? Do employees understand our current situation? Are managers accelerating productivity through mentorship and supervision?

Great Leadership and Communications are inextricably linked yet still not yet connected. Just saying Communications is important isn’t enough especially in today’s tumultuous environment where attention spans and interests are measured in nanoseconds. Taking time and expending effort on Communications at the highest levels can only result in a more confident organization and a more successful CEO tenure.

Gary