Page 31 - Great Communication Secrets of Great Leaders

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WHAT IS LEADERSHIP COMMUNICATIONS?
CHAPTER 1
and even dissent. Too often communications within organizations is inter-
preted as being one-way from the top, that is, information is disseminated in
neat packages like commercial messages. In fact, leaders would do well to
emulate one aspect of the advertising process, and that is the relentless search
for information in the form of consumer research. Advertisers want to know
what you think of the message. Leaders can do the same. It’s called listening.
REITERATING LEADERSHIP 9
Communicating the leadership message over and over again in many different
circumstances lets employees come to a better understanding of what the
leader wants, what the organization needs, and how they fit into the picture. In
time, leader and followers form a solidarity that is rooted in mutual respect.
When that occurs, leader and followers can pursue organizational goals united
in purpose and bonded in mutual trust.
The chief aim of organizational communications is to ensure that every-
one understands both the external and internal issues facing the organization
and what individuals must do to contribute to the organization’s success. Com-
munications belongs to everyone in the organization; it is not a functional
responsibility limited to marketing, public relations, or human resources.
Communications must become a core competency—the responsibility of
everyone within the organization. Toward this end, management must estab-
lish a climate that ensures that employees feel free to express their ideas and
concerns. At the same time, management must be clear in its expectations for
individuals, teams, and the organization. Management must also structure its
communications in ways that are meaningful and in keeping with the culture
of the organization.

Communications Planner: The Leadership Message

Leadership communications emerge from organizational culture and
values as well as from the values of the leader. Their ultimate aim is to
build, or continue to build, a relationship between leader and follower.
As you think about your communications, take a quick assessment of
your organizational culture and its values. Culture is often referred to as
the way an organization behaves, i.e., its attitudes, beliefs, actions, and
value system.
1. How would you describe the culture in your organization?
2. What are the core values of your organization?