I have been working on a few different projects lately that got me again thinking about how and why companies communicate and engage employees.
A fatal flaw I continue to come across despite an apparent shift in thinking among organizations is the use of the term “audience” by members of the communication and HR departments. To me this term represents an extremely old way of thinking…One that suggests more often than not a single direction (down) is still driving both planning and delivery.
I’ve argued before that the time has come to consider employees not as an audience but as partners in the achievement of business goals and objectives and therefore participants in the communication activities. By recognizing them as participants, how we communicate changes considerably.