The newspaper Cinco Días published an article called “Communicating in difficult times”, written by Núria Vilanova, president and founder of ATREVIA. It described the key aspects of institutional communication in politics and also business.
The article can be found below:
The problems of organizations are frequently – whether business or political – attributed to bad communication. We are told that we do not communicate well. The diagnostics do not seem wrong to me. In recent years, communication has acquired a dimension which was before ignored. We have never had as many possibilities for communication and dialogue like now; we are connected 24 hours of the day, 365 days in the year.
The bombardment that we have seen from all types of messages is constant. Therefore, it is difficult not to be distracted and put focus on those that really interest us. Thus, today everything is communication. It is logical that if we let it, communication will be the source of our problems.
I don’t agree with the solutions that we adopt once we are convinced that bad communication is the problem. From knowing that we communicate badly, what different institutions rapidly do is to substitute the spokesperson, looking for another figure that operates effectively or change the means and channels used. We cannot help it. Fast solutions always tempt us. Of course, this is not almost ever a solution. The problem is not usually being exclusively in the discursive skills of spokespersons, that in addition should be working and better or in if we use well or bad social media. I am sorry for McLuhan but the media is not the message. It is just the opposite. It is precisely therefore in the message where we find the keystone of good communication. In troubled times when the trust of our clients, our voters, our partners or allies, and even the markets and investors crumbles, it is not solely in the tools where we should place our main strengths but instead in the message. We should return to the principles to what is really important: back to basics. We forget for instant cosmetic solutions.
In order to gain the trust of our audience – whoever they are – we should work our messages/words, slogans, metaphors, debates and interviews correctly. In short, our story. In only this way, we can get people back to start listening to us or start to do it if they haven’t done it before. What is trust? For me, it is the firm belief that someone is concerned about my needs and interests, beyond the legitimate interests that a policy or business organization has. It is my sensation of empathy with the other. What to do then to gain or regain trust? How to do it in an environment full of noise? How can we trust when we have lost faith in the words?
I am convinced that before everything we should listen and do it truthfully. We always go so fast that we do not really realize what others think, whether it is consumers, employees or citizens. If you look carefully, you advance much more when you stop. You must stop to advance in whatever environment and also in the school which is a key aspect for empathy. Fortunately, social media, among other channels offers the possibility for dialogue and generating debate with social actors that before were unachievable. In this context, listening by the part of the institutions is essential and very enriching. And after listening? We must talk of course but not in any which way. For me, communication that instills confidence and creates commitment is produced directly and clearly, which results to be brief and concise, humble and honest. But no such humility with which we are accustomed to but instead the humility that begins to recognize our own imperfections and errors. I know that this is not easy to do but it is worth it. If we listen to our public, if we do not beat around the bush, if we get to the point and talk to others as equals and without links, the results can be one on one: build confidence, feel confident. There may be much noise there but our goal will be reached: to communicate and understand each other better.
