A Helpful Communication "Model" by Steve Adubato, Ph.D.

Many individuals and organizations talk about improving their “communication”, but what does that really mean? Some say it is that you need to communicate MORE; others say to communicate more effectively. But the problem with these vague goals is that they don’t help us prioritize and focus our communication efforts.

With this in mind, consider a model that helps professionals create a more practical and functional model of communicating and connecting with key audiences and “customers.”

Q—What does this communication model look like?

A—Last week I mentioned the “hub and spokes” model for preparing a presentation. The hub represents your main message and the spokes are key thoughts or themes that support that message. Now visualize the hub and spokes again, but this time with you as the hub and the spokes representing your key audiences or customers. Simply put, who do you communicate with? Who do you need to connect with? Who are the people that can help you? Who can get in your way? See yourself at the center of this communication hub and your key audiences/customers as rotating orbits in this environment. You don’t always pick these people, but they are in your communication world and like it or not, you must connect with them on a regular basis.

Q—How do you take this communication model and make it work for you at work?

A—My first suggestion is that you graphically lay out what the model looks like. Don’t just SAY who your key audiences are, but visualize them. Draw it on a sheet of paper and hang it somewhere near your desk. Then, put it in your mind that every day that you are going to work to connect more effectively with these people. Now, under each key audience or customer, identify what your “communication goals” are. For instance, if you are a sales manager, your key audiences may include sales reps, clients, prospects, the person you report directly to as well as vendors and others who help you deliver your product or service more effectively and efficiently.

Q—Can you give an example of how these communication “goals” work?

A—As a sales manager, under the key audience that says “sales reps”, your communication goals could be to identify two sales people in the next two months that you will make a concerted effort to coach and mentor on a specific topic or area. Conversely, a communication goal under “prospects” could be that you have a “face to face meeting” with one prospect per week over the next four months to expand your potential client base.

Q—Don’t most professionals do this naturally?

A—Some do and some don’t. But, what is often missing is a realistic organizing tool to focus your efforts in a more strategic and effective manner. With this communication model you will identify potential opportunities or problems sooner and then be more likely to address them because you didn’t get blindsided. You will know that there is a communication obstacle with one of your “customers” because it is part of your every day communication. The key is to be proactive as opposed to simply reacting when things blow up or a crisis occurs.

Q—But don’t key audiences and customers change?

A—Absolutely, which is why this communication model is not set in stone. It is a living, breathing way of thinking and organizing your communication. If an audience member or customer appears on the horizon, just work them into your model. If someone is no longer relevant to your world, eliminate them. It is not how many people you are communicating with; it is whether you are communicating with the right people at the right time in the most effective fashion. By doing this, you will truly improve your communication in a way that is measurable and meaningful.

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.