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Sacke & Associates Contributed Article
GUEST OPINION: BUILDING EFFECTIVE COMMUNICATION
From the June 5, 2000 issue of Wireless Week
Because the wireless industry today is moving at such a blinding pace, public relations and corporate communications should be foremost in the minds of industry executives to ensure effective employee and customer relations.
As an example, just last week I called one of the largest international wireless carriers and inquired if using my cellular phone could cause brain cancer. My question was coldly received by the customer service agent, who responded, “Aww well, sir, geez, that’s a good question. Perhaps you’d like to check with your M.D.” A well-trained agent armed with the company’s position on this important public topic would have presented a much more satisfactory answer to me as a customer.
Thanks to the Internet, information today is immediately accessible. But consumers still are vulnerable to being misinformed or even worse, uninformed. It’s also compounded by the fact that we’re all in the business of communication–many of us internationally–yet we so often overlook communicating critical information to the people that matter most, employees and customers.
So, what do we have to do to communicate effectively in the global economy?
First, help global audiences understand your message with their hearts as well as their heads. If successful, key audiences easily can be moved from merely comprehending a message to acting on that message in tangible and effective ways. Look at the messages we send in two important ways–culturally and linguistically. Every country has its idiosyncrasies. To be effective communicators today, we must consider and relate to these experiences in every single message, accurately and consistently. But in today’s global business environment, this is not easy.
Translation agencies help bridge these gaps, but organizations can’t just stop there. Work with business communicators and leaders in the countries where you are doing business. They can give a local flavor and gather support for your message. These experienced people can finely craft and, in many cases, simplify messages, giving them stronger meaning. This particularly is important when an organization uses industry jargon that could translate poorly.
Second, build strong relationships with people in other countries. Solidify relationships in person and outside the office whenever possible. Host a social function where you can get to know the people with whom you need to interact.
Never assume people will do something because it’s their job. Communicate with your staff in their language, honestly and regularly. This will inspire them. Regard your counterparts as your partners, not your workers. Work with them, not for or against them. As a senior, you may indeed be the brains behind a message, but your in-country contacts are your five very important senses.
Third, immerse yourself in the issues of the countries where you are doing business. Geography is no longer an issue; boundaries today are disappearing. Just because international travel is expensive doesn’t mean you have to limit your awareness of global issues. The Internet is a great source of information–The New York Times, Toronto Star, London Times and many other global publications have useful Web sites with complete coverage.
Finally, talk to people of diverse cultural backgrounds to enhance your global awareness. Your in-country contacts are invaluable in helping you discover what’s newsworthy overseas. Listen and learn.
Effective communication doesn’t just happen. Wireless industry executives must continue to reach out, tap valuable resources and fully understand the global environment so when it comes to building those all-important relationships, the road ahead will be smoother.
John Sacke is founder of Sacke & Associates in Toronto.
Sacke and Associates
John Sacke
416.218.1102
johns@sackepr.com
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