"What if you're not trying to get
anything done?"

Although startled at the question, the communication manager handled the question with skill. He helped his client discover her own answer. The following exchange took place: 

"Let me understand," the communication manager said. "Your group has a training schedule and all you want is to get a copy to each employee?" 

"That's right. We're just distributing a training schedule. We're not trying to get anything done," repeated the associate general counsel.

"Let's suppose," the communication manager said. "that I'm an employee who has just received your training schedule. Is it okay if I just trash it with my other junk mail?"

"No, we want you to read it," the associate general counsel said.

"Okay. After I've read it, can I trash it?" 

"No," she said. "We want you to read the schedule, look at the courses offered and figure out which ones might help your personal career development, and... Never mind. I get it," she said.

Case Comments
Do you know what her "I get it." indicated? What would you have said if she had posed the question to you during a presentation? 

Targeting communications to support whatever we're trying to get done, forces us to better understand exactly what we are trying to get done. It's critical for communicators to guide operating managers in the right direction about internal communication management. 

Operating managers need communicators. Communicators need operating managers to let them help. Communicators can help target internal communications--even when operating managers don't think communication is needed. More operating managers than one might think, view operating goals as 'tasks to be done.' They don't translate tasks into specific goals to be achieved through influencing employee behaviors. 

Look for more real-world communication challenges and outcomes at this site in the months to come. Contact us, if you'd like to send us a challenge and outcome for this space.You also may wish to investigate our advanced-level seminar on internal communication consulting.

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