Newsletters make the world go round

In my meanderings through organisations of all shapes and sizes that are going through change, I hear many an Executive and consultant quote the stats about the importance of communication during change and how it’s one of the main factors that creates successful transformation. I’m encouraged by what seems to be an enthusiasm to focus on getting the communication right and then so often something happens and the focus shifts on to something else and there is a sense that communication is done. This often happens when the newsletter is up and running. It is this point when I want to cry, pull my hair out or hit my head against a brick wall.

Surely there is more to effective communication than the newsletter? Yet it often becomes the thing that takes a huge amount of time and energy and is used as the gauge for whether or not communication is happening. Think of the number of change projects that have a regular deliverable to tick off the list when the newsletter is done.

It seems to me that so often something significant is being missed. Whilst I totally endorse the use of newsletters/ emails/ intranet updates etc as a way to get information out about the change, this is only one layer of the communication required when an organisation is going through complex change.

I want to see more emphasis on:
– Interpersonal communication – give the manager the skills to communicate
– Using mechanisms to engage staff in the present and the future
– Stakeholder relationships

I know that there will be nods across the world to my statements here, from Executives, Project Managers and Communication professionals. We know what will really work so how come I’m left pulling my hair out when budgets are cut, the focus shifts and the effort required for fantastic dialogue dissipates?

Any thoughts on answers to this question, disagreements with my thinking or sharing of similar frustrations are welcome.

Advertisements

0 Responses to “Newsletters make the world go round”



  1. Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s




Advertisements

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 20 other followers


%d bloggers like this: