Great Communication?…Talk is Cheap by Steve Adubato, Ph.D.

Most companies talk a good game when it comes to communication. They use all the right buzz words about marketing, advertising, public relations and customer service. But what does it really take to put together a solid internal and external communication plan that will pay big dividends?

Q—How would you rate the communication effectiveness of most businesses?

A—It varies greatly. Most businesses view “communications” in very simplistic terms. But a comprehensive, strategic and smart communication plan takes real time and effort to execute. Not enough companies identify who their audience is, both internally and externally. They don’t ask themselves what those audiences REALLY want in order to be satisfied and motivated. The smart companies identify these stakeholders and work every day to connect with them on both a personal and professional level. They follow-up, they listen and they touch base on a regular basis.

Q—Why is a good communication plan so important to any organization?

A—Internally, great communication minimizes confusion and frustration. It gets people on the same page instead of working at cross purposes. It helps people understand where the company is going and why it is going there. Great communication also helps team players understand what their role is in accomplishing these broader goals. As for quality EXTERNAL communication, the payoff involves satisfied customers who are motivated to tell others about you. It creates a buzz. It allows external stakeholders to feel confident and comfortable coming to you when something has gone wrong, thereby paving the way to resolution. Great communication also helps you negotiate more effectively and adds to the bottom line when it comes to selling.

Q—Why should marketing people be concerned about good communication?

A—Like everyone else, marketers need to connect with their customers and prospects on a regular basis. Too many marketers are convinced that if they inundate you with information and data, that you will be so impressed and want to sign on the dotted line. But great marketing doesn’t work that way. It requires the human touch and the personal hand holding that makes prospects and customers feel good about you as well as your products and services. Great marketers understand that you must connect with people emotionally and viscerally, not just intellectually.

Q—What’s the main cause of poor customer service in an organization?

A—The biggest reason is not caring--Not understanding that customers are our lifeblood. They pay our bills, our salaries and they keep the lights on. Most organizations give great lip service about great customer service, but going the extra yard to make customers REALLY happy and satisfied requires hard work and dedication. Saying the customer is always right is easy. Living it every day is hard. Let’s face it. The companies that are truly great spend a lot of time and money training, retraining, as well as rewarding employees involved in customer service. Those who take the cheap way out pay a huge price.

Q—So, is advertising and public relations what business communications is all about?

A—Advertising and public relations are just terms. They don’t mean anything until companies live them. Advertising simply means what you pay to communicate to a desired audience. Public relations is how you communicate for free. Yet, advertising and public relations can only work well when they are tied together and are believable. Think about it. If your advertising campaign says; “At Company XYZ our customer is #1,” that may sound great, but what happens if in that same company’s employees are consistently rude and dismissive of customers? Advertising means nothing if it conflicts with the reality of how you are perceived by your stakeholders. Yet, together, advertising and public relations can be a creative and powerful communication tool.

Dr. Steve Adubato coaches and speaks on the subjects of communication and leadership and is the author of the book "Speak from the Heart." Write to him at The Star-Ledger, 1 Star-Ledger Plaza, Newark, NJ 07102, or click here to contact him through this web site.