Raising the Bar: Communication Is Hard
by W. Blair Meeks
Communication Strategist
Jackson Spalding
Communication is getting harder. That may sound contrary during this time of texting, email, Skype, and Twitter, but hear me out. It’s not the physical act of communicating that’s more difficult. Technology has pushed humankind to an all-time high in ease of communicating. But because communicating has become so easy, so accessible, so pervasive, it has also become more challenging due to its reach and the need for strategy to navigate difficult issues.
We don’t have to look too deeply into the rearview mirror to see how damaging communication missteps can be.
Governor Mitt Romney can attest to the difficulties that arise when words tailored to one audience are broadcast to another that sees those words in a very different light. Some political pundits have pointed to his “47 percent” comments as key to his loss of the presidential election. Of course, most of us are not under the microscope of scrutiny a presidential race provides, but our words can easily go further, have more impact and be read or heard by more audiences than has ever been possible before. Technology continues to change the world and our need for carefully considered communication.
So what does this mean in practicing law? Strategy is more important than ever in communication surrounding disputes. The stakes are higher, the impact of errors greater and the benefits of success more far reaching. Timely emails among entangled parties can prevent lawsuits or ensure them.
At Jackson Spalding we focus on four important areas when faced with communication challenges. When a crisis hits, you need to:
- Identify your audiences – It’s important to think about all possible constituencies that could be impacted or would want to be informed about the situation in question.
- Identify your communication tools – What are the normal channels of communication among the groups involved? Email? Newsletters? Is the information sensitive enough that an in-person visit is required? Sometimes a face-to-face conversation is critical to relay the depth of feeling in a response. Sometimes it’s the worst thing you can do.
- Determine timing – How urgent is the communication? How many people know about what’s happened and how likely is that to change? Are there regular meetings that can be used for an update? Is there a business cycle or are there legal deadlines that may be impacted? Where does it fit in the news cycle? All of these things should be considered when planning communication.
- Consider tone – This area is tough. Your communications are much more likely to fail if they are not genuine. Sorrow, sincerely expressed, can bring change. Of course, so can anger and frustration. Be aware of how communication will be perceived.
Communication today is hard. Consider these four things and it will be easier, and you’ll have better results.