Written by Howard Dickens, October 16, 2007

Frazier Seital, author of The Practice of Public Relations once said that, “Enhancing credibility, being candid, and winning trust must be the primary employee communication objectives in the new century.” In another instance, he stressed, “If the intended message sent is not received, then communication hasn’t taken place” (The Practice of Public Relations 380). Credibility, trust, and intended messages are thought-provoking words lifted from two commanding quotes that reveal an issue often faced by leaders in our country. The words also raise a formidable question for all of us, “Am I sending the right message?” I believe leaders in every sector need to consistently ask this question if they want to model the right type of leadership, be on the cutting edge in the 21st century, and produce great results through people.

What does this mean? It is becoming evident that larger percentages of people in organizations are not able to recite the mission of the company or repeat the goals the company, institution, or group is striving to achieve. Often, business plans, administrative procedures, and policy notes are drilled down to individual contributors in an attempt to spell out the mission and encourage the effort to accomplish goals. Yet, what is seen and heard are messages that are mixed, fuzzy intent-type statements made, and unclear directives sent. Informative brochures, motivational emails, detailed reports, posters and Plasm screens are powerful. However, Seital stresses that, “if the intended message sent is not received then communication hasn’t taken place.” Sending the right message is about making sure people in your business, faith, or academic community hear and understand the right message. We contend you must narrow down what you want to say as much as possible to each audience in your community. This means you take time to give clear direction to various divisions, departments, groups, or teams. The community needs leaders at their door, in their cubicle, or on the floor from time-to-time ensuring the message is clear and concise. Why is this important? So every employee, parishioner, teacher or student feels they are a part of the “Big Picture.” It is imperative people see how they fit into the big picture. Feedback must be given immediate and often, expectations must be heard and seen accurately and clearly, and the VISION must be “in-their-face” as much as possible. Every group has their own special needs, requiring different types of communication.

An awesome friend and manager once led a facilitated-style session to help a company move forward and better define team contributions after a tough year. During the introductory exercise, he introduced a picture of a group of people in an organization and posed the question, “When you see a picture of a group you are a part of, what’s your first impulse?” with some hesitation and a little embarrassment, participants in the class begin to reply with a question, “Where am I?” Whether your audience is made up of supervisors or saints, managers or mothers, technicians or tennis stars, clerks or clergy, admin assistants or academic instructors each group sees and understands the message differently. They want to know, “Where am I?” If we learn how to get the intended message to these communities of people and if our message is received, then communication will take place positioning us to be on the cutting edge in the 21st century, and produce great results through people.