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Volume 4.7 Table Of Contents
- Connecting with your stakeholders – should you blog in today’s environment?
- Trend Watch: Executive blogging creates special ethics issues
- Digging Deeper: Tune into the communications channels that are right for you
- Ask the Expert:
Connecting with your stakeholders - should you blog in today's environment?
Perhaps, like a growing number of senior executives, you’re considering launching your own blog as an additional way to connect with customers, employees, investors, and other stakeholders. In fact, starting the week of August 13 th, 2007, look for my own blog to launch (see “What’s New” announcement). However, as executive blogging comes under increased scrutiny (see “Trend Watch”) it’s important to weigh the strategic and ethical issues of this form of communication.
Blogging is about much more than technology. In fact, the first decision is actually a strategic one that happens long before you consider technology: How do you want to connect with your stakeholders? Three of the issues include:
- Who do I want to tune into? While blogging is definitely a mainstream form of communication, this is true for only some of your stakeholders. For example, there are many individuals who have yet to spend time on anyone’s blog. Understanding which channels of communication your stakeholders actually use on a regular basis is critical to deciding whether you will see a return on your investment.
- What are my objectives? Looking at a variety of executive blogs, it’s clear that they can serve multiple agendas. For example, some are intended to be almost the equivalent of a formal media interview; others are designed to be a technological version of the “open door policy.” Beyond conveying information, a number of the blogs are about building trust and gaining new insights from stakeholders. Keep in mind, however, that blogs have many of the same strengths and limitations as other forms of written communication.
- What do my stakeholders need from me? The two-way nature of blogs means that it’s especially important to be sensitive to what others need from you. Some of these needs may include candid disclosure regarding your interests, how you make decisions about strategy, policies and procedures, along with controversial insights and opinions about your company’s competitiveness in the marketplace. The more that stakeholders perceive your blog meets their needs, the more likely they are to consider it a valuable communication channel.
Bottom line: Just because you can blog doesn’t mean you should blog. The most effective and efficient channels of communication balance your own objectives and needs with those of your stakeholders.
Trend Watch: Executive blogging creates special ethics issues
Over the past few weeks, we’ve seen that CEOs who blog are subject to special scrutiny regarding ethics. This is especially the case if you are part of a publicly held company. While this doesn’t have to stop you from having a blog, it is important to think through ethics issues before deciding if this communication channel is suitable for you.
Three issues to keep in mind regarding ethics include:
- Can I be consistent with different stakeholders? The linked in nature of the Internet easily exposes inconsistencies. For example, sending one message to customers and a different one about the same issue to employees can undermine your credibility. Another point to consider: how will you maintain credibility if there are questions you can’t or won’t answer?
- How will my blog impact the company? Be prepared for anything you say on your blog to spread across the Internet like the office grapevine on steroids. How could your postings impact others’ perceptions of your company’s ethics? What are the implications for security and regulatory issues? How could investors react to your insights?
- How will my blog impact my own reputation? Recognize that the candid views, interests, and opinions you provide on a blog can have far reaching impact. A rule of thumb: if you wouldn’t reveal an aspect of yourself or state your opinions about a particular topic at a news conference, don’t give them on a blog.
Bottom line: Since your blog impacts more than you, make sure to get buy-in from your board and other members of your executive team regarding your strategic objectives and how you intend to interact with readers before making a final decision to launch a blog.
Digging Deeper: Tune into the communications channels that are right for you
Deciding whether to communicate in-person, through teleconferences or videoconferences, blogs, podcasts, websites, paper memos, intranet, email, regular mail, express mail or through a combination of these or other channels is dependent upon a number of factors.
It’s natural to fall into habitual ways of communicating with stakeholders regardless of the message or circumstances. Yet studies show that how you send information to people is equally important to the content of the message itself. Each channel has its own advantages and disadvantages. A few of the issues to consider include:
- Is the issue routine or urgent? While online channels are the fastest way to send messages, email can easily get buried by sheer volume of messages or inadvertently relegated to the trash file. On the other hand, in-person communication can take time to coordinate schedules.
- What is the strength of our relationship? Especially in new relationships, and in situations of uncertainty or conflict, interactive and in-person channels are more effective for developing trust.
- What’s at risk if the communication is not received or misunderstood? The more critical the need for understanding, the better it is to have as many visual, verbal and non-verbal cues available as possible. This is especially true across cultures, where the same words can be interpreted differently depending upon the context, and even tone of voice can change the meaning significantly.
Bottom line: One size does not fit all when it comes to connecting with others. Consider the circumstances, along with the pros and cons of various communication channels to arrive at a solution that works best for you and your stakeholders.
Call Pam Harper today or contact us for a complimentary meeting to discuss connecting more effectively with your stakeholders to accelerate progress.
Q: Some of your advice about planning how and what I communicate seems pretty calculated. How can I do this without having people feel manipulated?
A: Frankly, some of my recommendations are pretty calculated - but that doesn’t equal manipulation. Remember, communication happens whether or not you’re actively shaping it. The key is to focus on connecting in a way that minimizes misunderstandings and maximizes cooperation. When you’re sincere about what and how you communicate, and keep it consistent with what others can observe for themselves, you will do a lot of good.