Tackling some communication myths

Is it just the communication team that should be responsible for everything that is said by a business? When and how do we allow others in? Can we relinquish some control and management of the communication that takes place? Will communication specialists still be valued if everyone thinks they can do it?

There are many myths that we create around communication and they have the potential to limit our ability, our impact and the effectiveness of what we do. And for me looking at when a crisis happens we make our situations more challenging and complex when we hold to these believes. There are a few myths that I feel it is time to bust.

I have been watching a lot of communication activity recently and the impact of communication structure and governance comes through. The times when businesses are far too slow in responding to a problem, which may be due to the layers of bureaucracy to get a statement agreed. The times when the information that is released fails to say anything meaningful about the issue which may be due to many people editing those words. The times when information uses cliche, acronym and technical language which may be due to forgetting who the communication is for.

Communication is something that everyone in a business should have a responsibility for and has a part to play in delivering. From customer service right the way through the organisation what they say and do represents the business. But budget and time pressures have seen communication training (not just media training) and support squeezed at a moment when it is needed the most. The chaotic world of polycrises require a clarity of communication and reconnection with the purpose and values of the business.

So, let’s look at a few myths.

1. No-one is interested in communication and they are too busy to help. Wrong: lots of people within a business are interested in communication. It may not be of interest to every single employee but lots see the value of it. If we work with those who are interested there is an opportunity to expand the work of the communication team.
2. If we let others do it we will lose consistency and professionalism. Wrong: with some simple guidance and a strong understanding of purpose and vision those involved will do their best to work within the framework. People who value the work they do will not willingly sabotage the business.
3. We will be redundant if communication is not controlled. Wrong: supporting others to develop communication will give the team a boost. Bringing people in should be focused on adding value and demonstrating how communication is a core function to every business. Communication should be about innovation not control.
4. The brand will be damaged if we let anyone speak. Wrong: with the guidelines and support, and a willingness to take a few risks, any situation that may occur can be managed. Work with people who are keen to get involved and will respect the guidelines.
5. They don’t understand the rules of communication. Wrong: they don’t understand the rules of professional communication but they will be communicating all day every day. Use what they do well to support what you do.
6. It will become a free for all that we can’t manage. Wrong: the guidelines and structure you have about supporting and working with others to deliver communication will help. All organisations have policies and professional guidelines that most employees respect and this should be no different.
7. They don’t know how to speak. Wrong: people speak to each other all the time. They know how to speak to friends and colleagues. They may not understand the conventions of communication channels but that is easy to explain.
8. We are communication professionals so we have the comms ideas. Wrong: we don’t have a monopoly on good ideas about communication. Everyone can, and does, have good ideas. We need to be open to listening to the ideas so we can find good ones that we can develop using our professional skills.

In a world that is extremely pressured it may feel hard and risky to try to do things differently. We may feel that we don’t have the time to put the required guidelines, structure and support in place. But perhaps it is time for us to take a leap, to try something new and to harness the positive aspects of the businesses we work in or support.

I am interested to hear more of your communication myths, and am thinking I will look at a crisis communication myths blog soon.