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Writer's pictureTina Marie Baugh

Communication is a process, not an action

Updated: Aug 14, 2023

I want you to think about this.

  • We receive about 121 business emails a day (Templafy)

  • We send about 40 business emails a day (Templafy)

  • On average, Americans check their smartphones 47 times a day and will open text messages within 3 min (TechJury)

  • 6 billions text messages are sent in the US each day (TechJury)

  • Verizon alone is handling 800 million wireless calls a week (NY Times)

More information is coming your way now than at any point in history. How can we possibly expect people to take in the message we want them to absorb unless we understand that communication is a process, not an action. Communication is not about sending an email or a quick text. It is about sharing an understanding of a message. For all our communications, we need to

  1. Be clear about the message,

  2. Understand the audience, and then

  3. Intentionally select one or more communication vehicles.


Be Clear about the Message

We start by getting clear about the message. Before starting the communication, think about what you want the receiver to do with the information. For small things like asking your son to empty the dishwasher, consider the outcome you want. Instead of demanding or pleading or guilting, what is an age-appropriate way to ask to get the outcome you want? This informs your wording, timing, tone, and other parts of the communication. Envision the outcome.

For larger experiences, such as delivering the news of a reorganization to a team, again, consider the outcome you want. What are you trying to achieve by the time the communications are complete around this topic? Will you have explained the situation, answered all questions, met with people and ensured they are comfortable at an individual level? What do you expect people to do with the information you are giving them? Again, envision the outcome, not just the information.



Understand the audience

Now that you are clear on what “done” looks like when you have successfully communicated the message, consider the audience. Let’s go back to your son, or our son, who we want to empty the dishwasher. How have they responded to past requests? Similar requests? Do communications like this have better outcomes in person, phone, can you just leave a note or text and it will be fine? Based on the audience, your emotional bank account with him, and past experience, it informs the content and tone of the message.

Considering the audience is even more important as the criticality of communication increases. Consider the message about the reorganization. The way each team member individually and as a group will respond to such a dramatic change needs to be considered. We need to anticipate concerns, fears, and comments based on our knowledge of the audience and address them in our communication proactively. We need to consider who is likely to speak up in a group, who is likely to hold things in, and who is likely to perhaps cause confusion at the coffee-pot. By seriously thinking about the audience, placing ourselves in their shoes, we can proactively address questions and concerns in our communications.



Select One or More Communication Vehicles

Now that we understand what “done” looks like and we have considered the person or people interacting with us in the communication process, we need to decide on one or more communication vehicles. As mentioned in the beginning, people are bombarded by technology communications. Given the outcome we are trying to achieve with the communication and the audience, we may choose multiple communication vehicles.

For our son, who is a young adult, a quick text or note by his keys gets the job done if we need help with a chore like the dishes. When he was younger, in-person, immediate action was needed because he would forget if we gave him the always requested “few minutes”.

For the team reorganization, multiple communication vehicles are most likely needed. In this situation in the past, I have selected a group meeting for the initial announcement, followed by smaller group meetings, individual meetings, an initial email with attachments, and regular follow up emails as the reorganization progresses. It depends on the team, their size, and their physical location.

Regardless if you select in-person, a call, video chat, text, email, letter or other vehicle, select it based on the message and the audience, not convenience.



Bonus Tips

As a bonus, I have three additional tips for communication for you:

  1. We have two ears and one mouth, use them proportionally. Listen and seek to understand. This will better support communication.

  2. Cut the jargon. Unless you are in a highly technical, clinical, legal, or other industry specific meeting, cut the jargon. People will be more impressed that you are a great communicator than with your industry specific knowledge.

  3. 5 email rule - Email is transactional. If you go beyond 5 emails, there needs to be a quick phone or video-conference to clarify things. 10 min of talk will save frustration and perhaps relationships.


My Challenge for You

So, we are bombarded by information and people attempting to communicate with us every second of every day. My challenge for you is to intentionally work on becoming a better communicator in both your critical and less critical communications. For the next week, for at least one communication a day, focus on your communication skills. Make sure you are:

  1. Being clear about the message,

  2. Understanding the audience, and then

  3. Intentionally selecting one or more communication vehicles.

I hope you will connect with me on LinkedIn and share your thoughts on how you develop your communication skills and this challenge. Happy communicating!


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