Business Word

Communications Is Everyone's Business
Why Being a Good Communicator Is Key to Your Success

by Peter Zvalo

The president of your company sends out an e-mail message to everyone in the organization stating that, effective immediately there will be biweekly meetings of all sales staff. "Why do we need to meet twice a week?" asks John. "Not twice a week," replies his colleague, "the meetings will take place once every two weeks."

Although simplified, this example illustrates how critical communication can be. As we enter the new millennium, we have the benefit of a host of electronic tools that make the dissemination of information to an unlimited number of recipients virtually instantaneous. But these relatively new tools are only as effective as the quality of the content they carry, and are still dependent on a person's ability to organize and present information in a coherent manner.

In the example above, had the president been aware that "biweekly" is often used to mean "twice a week" and "every two weeks," she probably would have avoided the word altogether. Such an ambiguity in a different situation could have cost the business dearly in terms of dissatisfied customers and lost revenue.

Everyone, from the president of a large corporation, to the parts clerk of an automotive repair shop, should understand that communication is a critical component of any job. Repeated miscommunications will confuse and frustrate employees and customers alike.

Job postings for professions ranging from engineers to graphic designers often include a requirement that the candidate possess "good communication and interpersonal skills." These are "soft" skills that are not easily measured. Too often, a candidate will claim to possess good communication skills, when in fact he or she has no idea what this really means. Only after the person has been immersed for some time in the day-to-day operations of the organization will the level of proficiency in his or her communications become apparent.

So, how can you be assured that the intended meaning of what your communication comes through?

Training options are available to companies that wish to invest in improving its staff's communication acumen. Whether the individual has just entered the workplace or is well versed in communication basics, formalized communication training can open new doors for employees, while helping to improve a company's competitive advantage.

Of course, even people with years of experience as professional communicators make mistakes. Getting a second opinion, for example, before sending a corporate-wide e-mail message or proceeding with a bulk mail-out to customers will help you avoid making mistakes. Ask a colleague to read your draft and then verbally summarize your message. This should help uncover ambiguities in your writing and help you to revise the draft to better reflect its intended meaning. Asking a colleague to assist you in this manner is not a sign of weakness but a wise practice that will improve your chances for advancement. After all, if professional writers recognize the value of a second opinion, it makes sense for those with less communication expertise to do the same.

Peter Zvalo is a contributing editor to Writer's Block.