In my previous post on Middle-Earth Communication Methods, I wrote about the importance of varying the way we communicate. And, I gave some examples from Delta Airlines and Air New Zealand (official airlines of middle-earth) that illustrate how a little imagination and humor allowed them to communicate their crucial safety messages more effectively.
Michael Foster, writing on Melcrum.com, takes the importance of variety in communications even further. In his view, when communications are predictable, their intended audience simply tunes them out:
Safe equals predictable
Human beings process information every second of every day. What we do with this data varies, but in many cases we use it to make tiny, subconscious predictions about what will happen next. At its simplest, this can be illustrated by watching the flight of a thrown ball. Our brain automatically estimates the ball’s future trajectory based on its path up to that point, thus allowing us to catch it (or try to).
This process works in exactly the same way when we listen to someone speaking, with our brain constantly making and revising predictions on where the sentence, point or speech is leading. An engaging presentation tells us something we don’t know in a way in which the outcome becomes unpredictable. The result is that this forces us to pay attention. However when we hear a familiar presenter, speaking in a way we recognize about a message we have heard before, our brain quickly tells us we already know the outcome and maintaining focus becomes much harder. Most of the time this happens subconsciously, but it is a vital process for … communicators to be aware of. [emphasis added]
Predictable equals shortchanged KM
In her comment to my previous post, Vishal Agnihotri (CKO of Akerman LLP) reminded me that effective communications are a critical part of effective change management. Further, effective change management is a requirement of effective knowledge management. So if you stick to predictable messages, you will have a hard time engaging your audience sufficiently to convince them to embrace the changes embodied by your KM initiatives. At that point, it’s game over.
There is, however, an alternative path if you are willing to employ some middle-earth methods. Introduce a little humor and imagination into your communications. Feed the curiosity of your audience so that they stayed tuned to your messages.
When you find yourself stuck in a communications rut, befriend your colleagues in the marketing department of your firm. Ask them to provide some strategic and tactical advice on your own department’s communications. By this I mean more than simply asking them to design a pretty logo or slick internal newsletter. Rather, give them free rein over your text and images too. Ask them what they would recommend you do to incorporate into your communications those vital elements of surprise and delight that capture the attention of your audience. In fact, if you’re serious about sharpening up your department’s communications, see if you can bring a marketing/communications person onto each KM project team from the beginning. By involving them early, you can bake an effective communications strategy into your project plan. In this way, you give yourself a fighting chance of actually getting your message across.
And in those moments when the appeal of dull but safe corporate communications seems most enticing, gather up your courage and then summon your inner hobbit. As Gandalf the Grey observed:
“Hobbits really are amazing creatures. You can learn all that there is to know about their ways in a month and yet, after a hundred years, they can still surprise you.”
May you always find good ways to surprise your colleagues.
[Photo credit: Wikipedia]