Communications Services

Communications should be easy. You have a message; you tell everyone what it is; everyone walks away happy. Unfortunately, it has become very difficult, at times, to get important messages across to all stakeholders. Everyone receives and processes information differently, they have different points of view and they carry their own agendas. Train of Thoughts works with many organizations to get their message out. Whether it’s preparing case studies for a web site; developing programs for employees; or writing media releases, Train of Thoughts puts together integrated communications programmes for its clients.

Train of Thoughts can run facilitated workshops with senior management, employees or clients with the objectives of understanding communications issues and crafting solutions. External facilitation is of benefit because an impartial observer ensures everyone gets equal airtime, that all views are considered, that everyone participates and that conflicting points of view are tabled and resolved.

There are many ways to get a message across to an audience, each with its own strengths. Communicating is a continual process and there are few “easy wins”. Even within what may appear to be homogeneous teams, there are individuals who respond in different ways to the same message.

The core principles of organizational communications are:

• Informative and relevant. Each message should be crafted to its audience. Time should not be wasted sending out inconsequential communications as this will mean the important ones get overlooked. The information needs to be relevant to the receiver.

• Two-way. Communication is not a process of one-way mails. It has to be open and two-way so that both parties have a chance to voice their concerns and questions. Parties must be able to ensure that their message has been received and understood.

• Honesty. This will sometimes lead to difficult questions, but it is important that concerns are aired and answered. The reaction to a communication needs to be anticipated before it is issued.

• Facilitating. Communication needs to facilitate a response or a change in behaviour.

• Repetition. Do not assume that people read, or understand, the first, second, or even third mail. Traditional marketing communications activities are effective because they are repeated, each time in a subtly different fashion.

• Timeliness. Do not waste time telling people something they do not need to know for 12 months. Tell them something that will help them do their job better today.

• Controlled. Communications should be part of a plan that is understood and communicated across the organization. This is not to be confused with approving every mail.

• Positive. Sometimes, change can be perceived as a negative issue. While it is not always good for all players, the overall impact should be very positive for the organization. That level of positive news needs to come through most of the communication pieces.

• Creative. Communications can be a lot more than just simple emails or letters. Logos, designs, colour, writing style all add to a creative piece while different mediums can make the message stand out from a mass of news.

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