Messaging is often taken for granted in corporate culture, and that leads to preventable missteps. Often messaging is seen solely as the responsibility of the Communications Department; in truth, however, in impacts the entire corporate operation. This is why consistency in both internal and external messaging is essential across all channels. For example, this includes online communications (including website, newsletters, and social media), Company-wide emails, one-to-one office calls, and discussions, as well as c-suite strategy messaging.
When these areas are not aligned, at some point that is felt and with the message being out of sync it is noticed by others. This type of messaging can be damaging to a brand, like a falling domino effect that spirals out of control, especially in an industry like Finance. Think of the countless instances when someone — be it a frontline staff member, a manager, or even a director — says the wrong thing at the wrong time, and it goes viral online becoming a tarnish to the entire company in the eyes of millions. When a clear and consistent message is agreed upon and worked into the company culture with buy-in at every level, the accuracy of delivering that message is paramount when attempting to avoid miscommunication.
This becomes especially significant during pivotal, make-or-break moments in a business, such as the run-up to and aftermath of an acquisition, merger, IPO, or any other event with large-scale financial ramifications. Having clearly defined approved messaging and clear channels to coordinate with will go a long way to avoiding any preventable situations that can backfire for the entire organization.
A less dramatic but more practical and frequently used form of messaging for most businesses is product and service messaging. Staff members should be clear and informed on the common questions and advantages of their products and services, especially regarding how they compare to others on the market. Another layer worth considering when developing clear communication criteria. This will assist in the delivering training regarding how your product or service adheres to any relevant regulations. In addition tougher technical questions that go beyond the basics but may still come up in communication settings.
In all, it’s clear that regardless of the application, it is always an excellent investment to establish a transparent and disciplined communication system and standards within your business — and regularly enforce it, especially when any changes are made.
