Communication . . . The Missing Link?

(Article originally published by WFC Resources, August 2005, as a Guest Column written by Kathy Kacher, president of Career/Life Alliance)

There is a never-ending array of seminars, trainings, workshops, courses, and degree programs relating to communication. Nearly everyone in and out of the business world agrees with the notion that communication is the key to a successful relationship. In addition, it is a widely held belief that improvement and skill refinement in communication is important to growth and development. But how much real effect do these beliefs have on the quality of communication in our personal and work lives? Studies show that even with all the resources available, communication is less effective than it was 20 years ago.

As organizations increase their efforts to support and integrate work-life effectiveness, the art of communication is more important than ever before. For decades, work life practitioners and corporate leaders have worked hard to implement programs that employees have been requesting. Surprisingly utilization of these services has had a tendency to fall short of expectations. As we expand the programmatic solutions that have been provided and move forward with total integration, we are all looking for the magic bullet or tool that will help us achieve this ultimate goal.

One important key to achieving work-life effectiveness is a powerful communication plan. The plan must go beyond the usual newsletter, email, and brochure genera. There are several steps to be taken in order to create an individual plan that will meet the needs of your organization. Before any action is taken, a history of your business communication plan should be studied to understand what has worked in the past and what has failed. Perhaps your organization values ISO2000 or Six Sigma. How was that process rolled out? How did it become integrated and embraced within your corporate culture?

Your communication plan should have these primary objectives:

Understand your target audience

• Who is your audience?
• What is the current level of understanding?
• How does top management view your initiative?
• What is the employee relations climate?

Define the objectives of your initiative

• Include measurable benefits
• Tie the objective to a business case

Create your communication strategy

• Consider global issues
• Create a consistent message that fits with the corporate philosophy

Identify all communication venues available to you

• HR intranet
• Health and Wellness
• Organizational Development
• Integrate you message into performance management systems
• Invite everyone to the table!

Launch your campaign

Evaluate, Evaluate, Evaluate

• One-on-one follow-up
• Focus groups
• Random culture scans
• Identify other audits that can incorporate evaluation
• Learn and change

This outline can be guide or template for your communication initiative. It is important to remember that no matter how remarkable an initiative may be, it holds no value until it is successfully delivered to an audience.

Some final thoughts regarding communication . . .

A world community can exist only with world communication, which means something more than extensive short-wave facilities scattered about the globe. It means common understanding, a common tradition, common ideas, and common ideals.
Robert M. Hutchins, 1899-1977 Former president of the University of Chicago

We dissect nature along lines laid down by our native language. Language is not simply a reporting device for experience but a defining framework for it.
Benjamin Whorf, 1897–1941, American linguist and anthropologist

To effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others.
Anthony Robbins, 1960, American motivational speaker and writer.

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Kathy Kacher founded Career/Life Alliance Services (CLAS), Inc. in 1987, an organization dedicated to the development and integration of work/life initiatives. During the past 18 years, she has helped Fortune 500 companies to deliver a breadth of work/life programs that range from dependent care to policy development and deployment. She has authored several popular work-life tools, including the nation’s first online dependent care system, flexible work arrangement guidance and tracking system, and the newest offering, a virtual benefits fair. Since 1998, Kathy has worked with the AWLP Innovative Excellence Awards as both a committee chairperson and member and is currently facilitating a Work-Life Think Tank in Minneapolis and St. Paul, which includes academic, government and private sector employers.