Why communications is important for every business
Communications is complex. It’s filled with nuances like emotion and individual experiences. Most of us try our best to communicate by communicating with clarity and empathy whenever possible (although it’s sometimes hard to do).
Communications is how people share information with each other. And it’s the vehicle for how we get all work done and build relationships. Whether written or verbal (and also nonverbal), how we communicate and what we say has a big impact on those around us.
In business, communications is essential. In fact, I’d argue that clear and consistent communications is the lifeblood of any business regardless of size or industry.
After working with organizations spanning all sorts of industries from education to technology, I’ve learned several themes about communications in business:
Every person wants to be heard.
People want to have trust in the messenger.
Clear is kind, unclear is unkind (thank you Brené Brown for your wisdom).
And most importantly, the truth will set you free.
“Clear is kind. Unclear is unkind.”
We all have our own experiences, and when you’re communicating with employees or customers, it’s easy for anyone to overlook all the angles for how their communications can be perceived. Gone wrong, an unclear email or a bold Facebook post could send a business spiraling into a major crisis.
If you’re a marketing communications or PR professional reading this, you’re probably thinking, “yeah, I totally understand this.” And that’s right, for the most part, our industry understands the importance of communications at its core. Yet there are some who may not have had to communicate through a crisis or change management where every word counts, and that’s when the communications challenges emerge.
It’s my dream for every business to make communications their top priority (because again, if you are in a crisis, communications is going to help save your brand and keep your employees and customers). Here are my top three reasons why communications is important for business:
Communications builds trust.
The foundation of any relationship is trust. And you build trust through openness and clear communications.
Have you ever left a conversation where you didn’t feel heard? Or maybe later you realized you misunderstood a coworker or friend?
Miscommunication happens all of the time. But it’s how you recover that makes an impact.
Keeping your audience in mind while trying to be as clear and open as possible is the first step to building trust with employees, customers and coworkers (and of course, loved ones, family and friends).
Communications is part of every aspect of life, and when it breaks down, it can eventually erode trust and relationships.
Communications shows that you care about people.
I mentioned earlier one of my favorite Brené Brown quotes “Clear is kind. Unclear is unkind.”
Communications is all about people. I will say it over and over again until the end of time. It’s so important we are aware of how our words and the way we deliver them can have an impact on others.
When a brand, business or leader makes communications a priority, it shines through in every aspect of an organization. Employees feel heard and appreciated. Customers continue returning. Even community members and reporters will take notice of your brand’s commitment to communications through proactively sharing information and being open and honest during times of crisis.
People come first in business. Communicating with care, thoughtfulness and empathy shows you truly care about their needs and what’s on their mind.
Proactive and consistent communications boosts the bottom line.
Most businesses know by now that marketing and communications is important. Yet for many businesses, marketing seems to be the strategy most directly tied to the impact of the bottom line. And it makes sense: Marketing is easily measured through counting leads, website visits and meetings generated by a campaign.
Communications, on the other hand, is a little tricky to measure. Communications is the long game and it happens through implementing it consistently over time. It takes months or even years to see results.
When done well, communications results in long-term trusted relationships with customers and happy employees who feel engaged and like they belong. And when a crisis happens, these people are more likely to be by your side and advocating on your behalf as you navigate through it.
Communications is my passion and it’s why I do what I do in my career. I’m on a mission to help people and businesses communicate with clarity and empathy because I believe it really does make a positive impact. The way we communicate matters and the first step to communicating well is making it the number one priority for your business.
