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Donnelly Effect delivers 17 in '17: 17 actionable SPARKS to ignite your team for better leadership, customer and employee experience and a better bottom line. 

Throughout our last four blogs, we outlined the importance of supplying comprehensive, consistent, continual, and customized communication during organizational changes. By now it’s blatantly clear that anything less is a direct route to confusion and frustration rather than awareness and excitement.

Leaders often struggle to communicate with their staff in a way that feels, dare we say it, worthwhile. When it’s apparent employees aren’t understanding — or worse, resonating — with your message, it can seem pointless to spend such time and effort to communicate at all. But truly effective change management communication addresses both knowledge and feeling.

These days, we don’t have time for anything that’s inconvenient, at work or at home. Tasks big and small will be shoved to the back of the line and quickly forgotten if they can’t be completed with minimal effort. It bodes well for leaders to remember this sentiment when drafting a communication strategy surrounding your next initiative. The 5th and final C of effective organizational communication is “CONVENIENT” communication. 


Convenient communication

Consider this: when was the last time you hand wrote a letter? Or looked up a definition in an actual dictionary? It’s been a while, huh? You’ve adapted to more efficient methods of gathering information and communicating that likely include either a quick Google search or simple text message.

Instant gratification is real. Now and forever more, companies and organizations should revamp how they deliver information to others if they have any hope of generating awareness.

When conveying updates to your team, your messages should be easily accessible in multiple formats.

Whether it’s in the form of email blasts, digital displays, or graphics (where appropriate), your content should be relevant, aesthetically pleasing, and easily understood.

Be seen, be heard, be UNDERSTOOD

Convenient communication is more than just email. It’s dynamic, engaging, relevant information that’s delivered in an easy-to-read format. Our world has been diluted to 140-character tweets and quick, skim-able “listicles” because it’s regarded as the most effective format for instant comprehension and learning.

So yes, consistent messages spark awareness and targeted messages resonate with your employees. But it’s convenient messages that evoke action. Search for ways to design communication updates that are both intriguing and appealing. Ask yourself: would I take even 90 seconds out of my busy day to read this update? If not, what would make it more attractive…in every sense of the word?

Also, where is your staff most likely to read these updates? Maybe it’s during lunch in the break room or on the TV in the lobby. Either way, they must be located somewhere your employees won’t have to waste time searching for it.

Most experts will tell you that messages need to be seen seven times to be truly internalized.

If you believe that statistic, consider switching your communication strategy from “either, or” to “yes, and”. Share information in the break room, AND over e-mail AND on a paycheck stub, AND during pre-shift meetings, AND…

Taking the time to perfect this strategy will guarantee your team is prepared for change every step of the way. See how designing a COMPREHENSIVE, CONSISTENT, CONTINUAL, CUSTOMIZED, and CONVENIENT communication campaign will facilitate learning and directly correlate to your degree of success and your effectiveness as a leader. 
Want to BE MORE EFFECTIVE? Follow us to learn every 17 in '17:
Missed our previous SPARKS? Check them out below!

ABOUT MIKE DONNELLY: With over 20 years of Disney leadership experience, Mike Donnelly, Chief Experience Officer (CEO) of Donnelly Effect shares his insights on Talent Selection and HiringEmployee OnboardingCustomer ExperienceService Culture and Leadership-among others. Donnelly Effect is home of the exclusive "World-Class Workshop" series and offers consulting services and keynote addresses to audiences of all sizes and industries. Since 2007, Mike Donnelly has been a contracted Disney Institute Facilitator, delivering Disney customer service training to audiences across the United States. 


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