We’re all busy and at times we sometimes don’t take the time to communicate effectively. In these times of economic turbulence employers should recognise the importance of communication at all levels. Communication can be top-down, bottom-up, formal, informal, individual and group-based. The most successful organisations in our experience combine these different approaches in a way that suits their values and culture.

 

DO convince top management of the importance of communication. Without their buy-in it will be an uphill struggle.

 

DON’T overlook the importance of building alliances across the organisation to support initiatives.

 

DO target the form(s) of communication to the audience; for example, it may well be appropriate to use different methods for shop floor employees and senior managers.

 

DON’T think or assume that one single method will be effective. A notice board may work at one site but a staff suggestion box may work at another.

 

DO use a mix of approaches and use all available channels where relevant (web-based, moving images, confidential, intranet etc).

 

DON’T portray an inconsistent approach - consistency is of paramount importance over time and between different audiences.

 

DO respect diversity and vary approaches accordingly. These are particularly important in a multi-national context, but bear in mind the UK’s cultural diversity as well in terms of age, gender, religion, ethnicity, sexual orientation and disability. For instance what works for young people may not prove to have the same impact for older people.

 

DON’T forget to train managers in communication skills and ensure that they understand the importance of communication.

 

DO ensure messages are clear and keep things as simple as possible. For example, in written communications use short, sharp sentences or phrases.

 

DON’T take the culture for granted. Ask yourself whether employees feel that the culture of the organisation is such that they can say what they think without discomfort; and if they can’t, think about how that culture can be changed.

 

DO seek wherever possible to develop and sustain two-way communication, dialogue and feedback. Where possible build communication into the planning stages of all activities.

 

DON’T skip the review and monitoring of communication initiatives to check what has worked, what hasn’t, and why.