The Best Communicators (Part 6)

What do the best communicators do better than good ones?

5.  They align messages.

One time my organization had several large, concurrent changes going on that affected about 2000 employees. I was getting a little concerned about how I was going to lead so many different communication efforts.  My boss simplified things:

This is about providing concierge service to our customers.  So we frame these changes around that message: What would a concierge do?

That was a context that everyone in the area understood (because it was a repeated story!). You can’t turn a bellhop into a concierge without changing job expectations and behaviors along the way. Tactics evolve to meet the strategy. Our employees understood this, and they modified their methods to meet this well-defined expectation.

Want to make work changes seem less daunting to your listener or reader?

Point them back to a strategy, past key messages, meaningful buzz words, or other items that are part of your business history to show them that the “new” message is an extension of previous messages.

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c.style.visibility = “visible”;
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document.styleSheets.dynCom.addRule(“.msocomtxt”,”left: -1000″);
document.styleSheets.dynCom.addRule(“.msocomtxt”,”width: 33%”);
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document.styleSheets.dynCom.addRule(“.msocomtxt”,”border-right: 2pt solid threedshadow”);
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// ]]> Our employees understood this, and adapted their method to meet this well-defined expectation.[J1]


[J1]Or something along these lines.

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