I’ve been in corporate communications for a long time. I’ve created internal communications for companies in transition, companies in crisis, companies in ascendancy and companies in decline. And if there’s one thing I’ve learned that is common to all of these, it is that Mom was right: honesty really is the best policy.
It’s tempting to try to ignore the elephant in the room… the disappointing results, the cut in trade or marketing support, the increased quotas, the merger, the reorg, the downsizing or (Heaven forbid) the scandal. But you can’t ignore it because no matter what your employees hear you say, what they see will be the elephant.
But you don’t want to feed it either. It’s far better to acknowledge the beast but to do so within the context of describing what you’re doing to get it out of there. So the bad quarter conversation becomes about why you’re confident the next one will be good. The conversation about reduced trade and marketing support becomes about your shared interest in maximizing returns. The conversation about downsizing becomes about being lean, fit and positioned for growth.
Conversation about scandal is obviously somewhat more complicated. Unfortunately, it has never been more timely. Still, the principle is the same. It’s about what happened, but it takes place within the context of describing how you’re going to prevent it from happening again.
I’ve had experience in this area and I can tell you that most people are the good guys, They try to do their jobs with integrity. They want to feel good about what they do and the company they work for. So by and large, they will gladly embrace anything that obviously addresses the issue and makes accountability universal… all the way to the top.
I’ve seen what happens when capable management is authentic and honest with the rank and file, and turns the conversation to an expression of vision and confidence in the good guys. It’s the same thing that happens any time the rank and file believes it’s getting the straight story that acknowledges the elephant but doesn’t feed it.
Eventually, the elephant leaves the room.
