Be heard above the Electronic Din

From Fast Company, by Christopher Percy Collier, October 2005

Email, instant messaging, Web conferencing, blogs. So many new ways of communicating--and yet they've paradoxically made it harder for leaders to get their messages across effectively. As the number of virtual communication methods continues to expand--have you started your video blog yet?--we spoke with Alan L. Nelson, a partner in the communication strategy consultancy CRA Inc., for guidance. He has worked with leaders at companies such as McDonald's, PepsiCo, and Capital One to help them embrace these tools, understand how and when to use them, and make sure they can get their messages across.

1. Match the Medium To the Message.

You don't fire 10,000 people in an email. You don't announce a major restructuring via Webcast. Choose the appropriate tool for each communication event based on the complexity of your message and its strategic importance. As the significance rises, so does the need to meet face-to-face. You may have a full quiver of devices, but not all will hit the bull's-eye.

2. Be Obsessively On Message.

Ten years ago, there were fewer ways to address a company and few opportunities to do it. Now it's the inverse. Employees get 500 emails a day. Messages from the CEO don't register like they used to. In order to be heard, leaders must beat the same drum. "Find a way to tie what you're saying into the bigger message," says Nelson. "Or don't communicate it.""

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