Communication Principles

rategist
Principles of Communication
n and Communication Principles

of Effective
mmunication

nication with
Stakeholders

Communication is a Two-way Process

Communication is a Two-way Process

Communication is a two-way process. The following figure explains this process.
Communication is a two-way process. The following figure explains this process.

Click the Download icon to access the detailed information on the listed approaches to measurement.

Copyright © 2020 | 8

Two-Way Communication Process

Copyright © 2019 | 8
Communication is constant, multi-sided and universal. A communicator cannot assume that they have
recognized and understood their message. It is their responsibility to ensure that the purpose of
the message has been understood and that all necessary actions have been taken. It is also the
responsibility of the receiver of the message to confirm that they understand the message correctly.
To determine whether the intended meaning of the message has been absorbed, it is useful to use
checks and tests. This can be done formally and informally through a variety of methods. Gathering data
on the most successful communication media, which can be used to optimize future communication,
is useful with larger initiatives.

Copyright © 2020  │  1
Communication Principles

To improve communication quality and two-way nature, research opinions and how people responded
to information sent or expected from them. 
Communication is constant, multi-lateral, and pervasive. A communicator cannot assume that their
message has been acknowledged and understood. It is their responsibility to ensure that the message’s
purpose was understood and any actions needed were undertaken. The message’s receiver also has
a responsibility to confirm that their understanding of the message is correct.

We are All Communicating All the Time

We all communicate all the time through different ways, such as:
—— Body Language, Gestures, Tone of Voice: People are constantly delivering messages,
deliberately or not, through their body language and voice tone, and sometimes deliberately
withholding these signals. There are many statistics on how much real non-verbal
communication is being delivered. Body language and tone often have an impact rather than
a choice of words.
—— Emotional Intelligence: Good communicators have a high level of emotional intelligence,
allowing them to interpret, understand and predict the actions and reactions of people.
Communication requires recognition of the emotional state of the other person and the use of
flexible content and tone to achieve the desired goal.
—— Interactions and Events: It is useful to consider what messages will be transmitted through
interactions and events when advancing large initiatives. The concept of setting the tone in a
team is helpful at an operational level. For example, this might mean reflecting the customer
base in service desk employees ‘ backgrounds and experiences. It is important that the team
can empathize with their clients and users, who are more likely to come into contact if they feel
comfortable and cared for.
—— Communication Style: Everyone should understand how their style of communication may
affect how colleagues and stakeholders perceive them. Successful project managers and
agents for change should take advantage of a portfolio of communication techniques to achieve
the best results.

Timing and Frequency Matter

In any successful relationship, good timing is essential. Communication must be proportionate,
relevant, and appropriate at the time. For example, raising a minor issue is senseless when everyone is
preoccupied with a major incident. Service providers can make similar mistakes when communicating,
including:
—— Failing to respond to heightened activity and priority during key business periods
—— Sending updates about planned service downtime before it has been agreed with users and/
or customers
—— Reporting great performance statistics when a major incident is occurring
—— Issuing satisfaction surveys before incidents are closed
—— Over-communicating to the point where messages lose their impact and get ignored.

2  │  Copyright © 2020
 Communication Principles

People should use common sense, tact, and diplomacy to avoid these issues and consider:
—— Develop relationships with service consumers and other stakeholders: Good relationships
are based on shared goals and open communication, which helps each party to know what the
other thinks and does.
—— Understand the bigger picture: People are more likely to succeed if they understand other
people’s perspectives and priorities. Understanding what matters to others informs decisions
about communication timing and frequency.

Finally, if parties communicate regularly, there is less likely to be a need for poorly timed communication.
It is not always possible to avoid ad hoc communications, especially in emergencies, but regular
communication can reduce the need for rapid contact.

No Single Method of Communication for Everyone

Everyone has different sending and receiving communication preferences. Using several techniques
to ensure the intended audience is reached is a good practice. For example, marketers use newspaper,
television, and billboard advertisements as well as promotional events to spread their campaign
messages. Additionally, tailoring your communication to specific audiences, where possible, is good
practice.
It is also important to check the receipt and understanding of sent messages. Over time, organizations
and individuals can observe patterns of effective methods of communication based on their audiences
and the purpose of the communication. Being aware of how people work and what their individual styles
of communication are is useful. Some people, for example, prefer small talk and other conversations
can be strictly factual. Therefore, understanding who you communicate with helps choose how to
communicate. However, you might be unable to do this always for everybody.
For both message and format, consider alternative options. If one communication method proves
ineffective or unpersuasive, other options for the format and content of the message must be
considered. Many business cases fail because of poor communication and in the absence of Plan B.

The Message is in the Medium

A message’s format and nature often evokes an emotional response, which can drastically impact the
level of importance, interest, and understanding that it will be afforded. Therefore, it is important to
select a message’s format, style, size, and medium carefully to improve the likelihood of it being read
and understood rather than ignored or deleted.

Example
An employee-driven blog would be an inappropriate medium to communicate knowledge of
an impending series of layoffs; the casual, personal nature of the medium does not match the
message’s serious nature.

Copyright © 2020  │  3