Every January we make resolutions, tempted by the potential of a fresh new year. Last January I said I would do the Two Castles Run. Not being a natural runner I quickly doubted the sense of my decision but having made it publicly I couldn’t turn back.
If you’re in the mood for resolutions there is one I urge every business leader to make and stand by throughout 2015; commit to effective communication.
Attracting potential new customers with appealing marketing boosts sales while an engaged and motivated workforce will drive up productivity. So getting internal and external communication right makes good commercial sense.
But too often each is considered in isolation, the coherence and consistency of the messages never being part of the planning process. This might seem okay but it doesn’t maximize the potential and there is a real risk of undermining your own efforts.
But an employee contradicting an external message to a customer, however lightly, will damage that customer’s trust and if employees see you tell half-truths to customers they can’t be confident you’re being straightforward with them. And re-building trust is a great deal harder than making sure you don’t lose it in the first place.
This doesn’t mean you have to gush the truth, the whole truth and nothing but the truth all the time! But it does mean you need to be consistent, coherent and straightforward in your communication.
A simple audit of your internal and external messages and processes will make sure that what you are saying resonates internally and externally and so is driving forward your top and bottom lines.
If you would like a communication audit, contact Cathy Connan of Communication Strategy on 07976 669089 or email email@example.com.