How do you know who should communicate?
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How do you know who should communicate?

When thinking about communication, you need to remember its purpose. It is to facilitate the sharing of information between your people within and outside your business.

Effective communication is how people interact together to achieve their own and the business’ strategic objectives.

After you’ve done the analysis of who you’re communicating to, using which channel, you then need to think about who the communications should come from.

“To effectively communicate, we must realise that we are all different in the way we perceive the word and use this understanding as a guide to our communication with others”
Tony Robbins

Everyone has a different way they digest information and a preference for how they are communicated with. Whether that be on the phone, via email, face to face, through a newsletter, or with a book.

Finding the right someone

But if you don’t get the right person to communicate, then the message could lose its power and promise.

Choose someone of influence. Someone who will help your communication have an impact.

Don’t mistake the word ‘influence’ to mean someone senior in your organisation. Sometimes someone of influence can be a graduate, a junior, a specialist, or just well known in the business.

Make use of your influencers, choose them as the authors or sponsors of your communication activities to reach your people and achieve a successful outcome.

Target. Target. Target.

When communicating to your business, you don’t need to send your communications to everyone. Make sure you understand your audience, and target your communications to specific groups, individuals, teams, depending on the message you’re sending out.

What do you mean by targeting?

Well, say you have a communication, but it is only relevant to hiring managers. You’re not going to send it out to everyone. Some of the information may be confidential, or sensitive. So, it needs to go to those relevant people. To the hiring managers only.

This is what I mean by targeting.

Other types of audience targeting could be:

  • Line managers
  • Leaders and senior management
  • Graduates
  • Subject matter experts

The blockers

It’s great when communication works, and the outcomes can be extraordinary. But there are times when your communication may not get through to the right people.


Barriers get in the way.

Research from the State of the Sector 2020 survey found that communications can get blocked with line managers if they’re not brought on board or informed early enough about the communications, the expected outcomes and what’s in it for them.

Other barriers that can hamper successful communications include:

  • Too much communication
  • Communication not reaching hard-to-reach employees
  • Communication technology not fit for purpose
  • Communication teams not being part of strategic business decisions
  • Lack of support from senior leaders
  • Lack of clarity around organisational strategy
  • Too many communication channels
  • Disengaged employees
  • Lack of communication resource

So, what do you do to remove these barriers?

Make sure to build strong relationships with your line managers, they are the link to their teams. Connect with your senior management to get insight into strategic decisions and their impact on your communications and your people.

Really understand your communication channels, make sure they each have a purpose and a reason for being used. Don’t just add channels because they’re the trend. Really understand what channel will work for your people and your business.

That’s a look into who should be the face of your communication, who you should target, and ways to prevent blockers to your messages.

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