Prioritising Thoughtful Communication Over Checkbox Approaches

As communicators, our responsibility extends beyond the transmission of information, it encompasses the profound impact our messages have on individuals from different walks of life. Whether we are delivering news that delights or disappoints, infusing thoughtfulness in our communication will help us engage with our audience right at the point of their need. By doing so, we demonstrate that we acknowledge human experience and are committed to creating meaningful connections with the people who fuel the success of our brand.

When we craft messages and campaigns with careful consideration, communication becomes more than just delivering information, it becomes a tool that creates meaning, connection and impact. It’s not so much about the message, but the intention and emotion behind it. Thoughtful communication goes beyond the surface level of words, it takes into account the emotions and perspectives of our audience.

If we take a moment to observe successful brands, we will most likely come to the agreement that their success stems mainly from prioritising purpose over profit. Thriving brands are able to sustain their success because of their commitment to place respect, understanding, and value for their audience at the core of their business.

People are naturally drawn to brands that authentically demonstrate care, respect , transparency and empathy. When our communication reflects genuine consideration, appreciation and interest in our stakeholders’ needs, we are better positioned to influence our audience positively, whilst building brand trust and loyalty in the process.

Being thoughtful in communication also means striving for clarity and consistency, which is especially challenging during a crisis. In such a situation, ambiguity can intensify stress and confusion. A high level of empathy may be valued by the audience, but they value unambiguous delivery of information just as much. If there is one important lesson I have learned as an Internal Communicator is that nothing frustrates employees more than receiving vague or conflicting messages, as it leaves them uncertain about their roles, responsibilities, and the organisation’s direction.

Thoughtful communication involves not only conveying empathy but also ensuring that every message is clear and consistent. By doing so, communication plays a critical role in alleviating concerns, reducing misunderstandings, and building trust. During a crisis, the importance of clear communication becomes even more pronounced. It is crucial for leaders and communicators to provide transparent, concise, and consistent information to guide their teams and stakeholders through challenging times. This thoughtful approach to communication creates a sense of confidence which is essential for navigating uncertainty.

To be a more thoughtful communicator you could do the following:

a)    Employ various channels of communication - Use multiple communication channels to reach your entire audience. Different people prefer different methods of communication, whether it’s email, SMS, Microsoft Teams or in-person meetings. By diversifying your channels, you ensure that your message is accessible to everyone.

b)    Tailor your message to your audience: Consider the unique needs and perspectives of your audience when crafting your messages. Tailored communication ensures that your message resonates and is relevant to those receiving it.

c)     Create a feedback platform - Establish a feedback platform to enhance interactivity and engagement. Providing a space for your audience to share their thoughts, ask questions, and provide feedback fosters a two-way dialogue. This not only makes your communication more effective but also shows that you value and consider input from your stakeholders.

d)    Incorporate empathy and emotion- Infuse your messages with empathy and emotion. Recognise that your audience is composed of individuals with feelings and concerns. Thoughtful communication acknowledges their experiences and aims to build deeper connections.

e)     Be transparent and honest - Transparency and honesty are crucial, especially during challenging times. Being open about the situation, even if the news is unfavourable, helps build credibility and trust. Your audience will appreciate your honesty and be more likely to support you through difficult times.

Let us continue to embark on this meaningful communication journey together, where every word we craft carries intention, every message reflects thoughtfulness and every interaction builds meaningful connections with the stakeholders we are entrusted to serve.

Please share some of the strategies you’ve found effective in fostering thoughtful communication in your organisation? I would love to hear your insights and experiences.

Until we connect again,

Lebohang