In large geographically dispersed workforce it is all too easy to be preoccupied with ensuring every one receives the message after all typical feedback from front line staff is that “no one tells us what’s going on” or “why do we have to learn about this from the local news paper”. As a senior manager who had responsibility not only for the information technology, the medium, but also communications I am painfully aware that the need to get something out there often meant that the message that was transmitted did not reassure staff or answer their questions. Tell everyone there is going to be a major cost saving restructuring and the first question they will ask is how will it affect me quickly followed by will I still have a job and when will I know? If this level of detail is not yet available staff will think this is yet another back of the envelope idea that has not been thought through and confirms senior management doesn’t know what its doing. Much to the irritation of some senior managers the communication staff I worked with responded to a request to get information out to staff by saying which staff and what info. The point being that the different audiences would require a tailored message. It was the same with the Director’s monthly blog how to write something that is relevant and of interest to staff when services range from social work to libraries and from care homes to museums!Getting instant feedback from your blog can be disappointing and disheartening. Disappointing in that so few staff take the opportunity, disheartening in that those who do are cynical or using the anonymity to have a pop at senior management. It is unrealistic to assume that just because you have created the vehicle staff will have the confidence and ability to express themselves appropriately. It may seem obvious but however smart your communication technologies, however accessible, however interactive you still have to have something to say. The communications staff can help put it in plain English, give it a catch title and make it short and punchy but they can’t come up with the message.In my experience senior managers are not always clear what the message is that they want everyone to receive. This was dramatically illustrated in a senior management team meeting following approval of the business plan.” Right we need to get a message out to all our staff”. Forty minutes later we still had not agreed what that message was!Blair McPherson author of People management in a harsh financial climate published by Russell House www.blairmcpherson.co.uk
