Foundations
Leadership is the ability to inspire someone to move – physically, mentally, spiritually or emotionally. Let’s drill down to the foundation — communication, the blood flow of any organization.
In David K. Berlo’s publication, “The Process of Communication: An Introduction to Theory and Practice,” he offers a simple model of communication that breaks it down into four basic components: source, message, channel and receiver.
Today, in our typical operating mode of maximizing efficiency, we simply ignore the necessary value each component contributes to effective communication.
According to the Society for Human Resource Management, depending on the size of the firm, miscommunication costs companies between $420,000 to $62.4 million annually.
The source is the beginning. It is the source’s responsibility to construct, transfer and confirm that the communication has been received (with the level of richness intended). Today, there is a wealth of information and knowledge for everyone on how to speak, how to write and how to represent, or market, your ideas or concepts. But there’s so much more.
The message itself has three foundational components: the information or concept to be shared, the level or depth of perspective and the richness of information. The combination of these three is the construct of your message.
With the right mix, you will be stimulating and very effective. With too much or too little of any, your receiver(s) will either lose interest or miss the full intent of your message.
The channel selection was the topic of my doctoral dissertation. Most individuals communicate without any consideration given to which “channel” offers the highest probability of success. Typically, they simply choose the channel that offers the most convenience.
How does a leader decide on a channel of communication? By understanding the position and dynamics of your audience, knowing the pros and cons of each channel and choosing wisely.
Face-to-face is the foundation of human communication, which engages all three components of communication: our words, tone inflections and body language.
Body language is the primary way we communicate, contributing 50%, your tone is 40% and all your well thought out words are only 10%. Remember their relative significance.
Pros: The human connection, the most effective channel for communication.
Cons: Must be present, cost issues, timing and documentation.
Video is very close to face-to-face, but you are sacrificing the impact of your, and their, presence. Research on quantifying this element is still ongoing, but in my experience, it can be very significant.
Pros: Saves time and money. May be documented.
Cons: You lose the human connection.
A phone call does not provide any clues from body language, only the tone and the words. That translates to you only having about half of your communication ability engaged. Knowing this, focus firmly on your tone and word choice, which is all you have.
Pros: Convenient, immediate, inexpensive.
Cons: No body language, might not connect.
Email is the pivot point between simple and more involved messages. A simple message might be, “Is the meeting at 9 a.m. today?” A more involved message might be, “What are you hoping to get out of our meeting today and why?”
This is where the greatest chances of miscommunication begin. If you need the benefits of an email, first connect with one of the first three channels, then reference that engagement in your email.
A message not received as intended is a failed communication.
Pros: Convenience, documented conversation, ability to attach files and reach thousands with one message.
Cons: You cannot read body language or hear the person’s tone, which is 90% of your communication ability. Good luck.
Text is an abbreviated form of an email, enough said.
A handwritten letter, coming full circle. It takes more time to construct, and it costs money to send. Yet in today’s world, these are very rare, and usually perceived as special.
Now that we understand the value that each channel offers and its limitations, we can choose an appropriate channel and not just default to a channel out of habit or convenience. The source of a message has the responsibility to ensure the receiver captures the message’s intent at the level of desired richness.
In other words, did you get your point across as you intended?
If you wanted to confirm a dinner engagement, a text or email would work just fine. They offer enough richness to fulfill what you are attempting to accomplish. If you wanted to confirm and select a location for dinner, a phone call would be a better option than the following text string:
“Dinner still on?”
“Yes.”
“Where would you like to go?”
“I am totally open, your call.”
“I was thinking about seafood.”
“Sorry, I had seafood last night.”
“How about Italian?”
Choose the channel that will ensure your message will be understood as you intended.
And so on.
Each channel can be the right or wrong choice depending on what your message requires. A general guideline: For important engagements, face-to-face. For briefness or confirmations, text or email. Anywhere in the middle, choose wisely.
The receiver in a football game determines if the pass was complete or incomplete. The same is true with communication. If they receive the message as intended by the source, the message was a success.
But it is not that simple. With such responsibility, the receiver must effectively listen and ask questions to ensure they fully grasp the intent of the source. In today’s fast-paced business environment, that can be rare.
When receiving a message, always approach with your full attention.
Communication is much more involved; it is a skill. You communicate every day, and probably do not even recognize your shortcomings.
Do your research, practice and become an effective communicator.
JD Castle, Ed.D., is an author, international conference speaker and adjunct professor and has written leadership classes for a local university. Email him at JD@PhDleaders.com or connect through www.linkedin.com/in/castlecommunicationleadership/.
