Communicate: Just Communicate – 8 Communication Musts for the Modern Organization


There is nothing quite as frustrating as not knowing. Especially when the not knowing is not knowing what should have been communicated.

In every organization, there are moments when a person hears or reads a piece of information and they say, “how come I did not already know about this?”. Every such moment is a signal that there has been a failure to communicate.

So, communicate; just communicate!

Here are 8 Communication Musts for the modern organization.

#1 — Communicate more often
Once is not enough. Not with communication. Once you decide to communicate, “I need to get the word out about this,” (and, you should decide to do that very often! – on far more items than you think you need to), communicate this message often enough that the people cannot escape the oft-repeated message.

Verne Harnish, in Mastering the Rockefeller Habits, put it this way: “until your people are mocking you, you’ve not repeated your message enough.”

#2 — Communicate more clearly
If they do not understand you, it is probably your fault. You probably are not clear. This is a universal problem.

Frank Luntz, speaking specifically of political communication in his book Words that Work, put it this way:

I am a committed advocate to political rhetoric that is direct and clear. It should speak to the common sense of common people…

Read your e-mails out loud before you send them. Practice and rehearse your presentations; record your practice. Ask, with brutal honesty, “am I being clear? Am I making sense?” If not, you’ve got some clearing up work to do.

#3 — Communicate more kindly
It is such a temptation to think, and to say (maybe not in words this blunt), “You dummy, how can you not get this?”. Resist that temptation. After all, you have failed to grasp a few messages in your life, haven’t you?

Always be kind. It is the better way – people respond better to kindness than they do to rudeness, or to any hint of unkindness.

#4 — Communicate more respectfully
This is a close cousin to the “communicate more kindly” must. If you do not respect your audience (your listeners, your readers) then they will simply tune you out. And, by the way, showing disrespect to anyone translates into “you are a person who does not respect others, so I suspect that deep down, you do not respect me” thoughts from everyone. Never show anyone disrespect as you communicate your messages.

#5 — Communicate more selflessly
You are not “communicating” in order to enhance your own reputation as a communicator – though, good communication skills will enhance that reputation. You are communicating for the sake of the recipient of the message. You are trying to make their job, their life, a little less difficult. You are trying to give them the information they need to do their job well. You are trying to be helpful; useful. So, communicate more selflessly.

#6 — Communicate more forcefully
Not only should you be clear in your communication, you should be “forceful.” You know, get the point across strongly – pound it home. If it is worth communicating, it is worth communicating “hey, this is important. Listen up. Pay heed. Pay attention. This is something you really should know.” Remember the old Navy first line for shipboard announcements: “Now hear this.”

#7 — Communicate more responsively
All communication is part of an ongoing two-way conversation. People are asking you questions, whether they are asking them directly or not. You have to “answer” their questions, asked, and unasked, clearly perceived and discerned. Thus, you are simply responding to their request, their cry for the information they need.

#8 – Communicate more persuasively
You communicate information that you want your reader/listener to use. You want them to put it to the best possible use. So, remember the elements of persuasion. Be logical (logos), be ethical/credible (ethos), be emotionally engaged (pathos), and weave it all into the ongoing story of the excellence of your organization (mythos). In ways large or small, every communication has elements of persuasion, so be persuasive.

So, here are the eight communication musts:

#1 — Communicate more often
#2 — Communicate more clearly
#3 — Communicate more kindly
#4 — Communicate more respectfully
#5 — Communicate more selflessly
#6 — Communicate more forcefully
#7 — Communicate more responsively
#8 — Communicate more persuasively

Now, communicate; just communicate!

One thought on “Communicate: Just Communicate – 8 Communication Musts for the Modern Organization

  1. […] Just Communicate-8 Communication Musts For The Modern Organization  “There is nothing quite as frustrating as not knowing. Especially when the not knowing is not knowing what should have been communicated. In every organization, there are moments when a person hears or reads a piece of information and they say, ‘how come I did not already know about this?’. Every such moment is a signal that there has been a failure to communicate.” There are some great principles here for any leader or organization. […]

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