The more unpleasant the message, the more effort should go into communicating it.
This point is worth keeping in mind when you are leading an integration. Most integrations run into public relations problems rather quickly. People see and hear things that disturb them. They’re disappointed by all the problems that always seem to arrive well ahead of the successes. As usual, bad news drives good news away, so people disregard much of that which actually represents progress.
Communication is the crucial element that keeps an integration moving forward.
As people increasingly question the need for change, you must remind them of the logic behind the effort. When they complain about all the problems, you need to showcase the benefits. If they begin to lose heart, you should offer words that help them keep the faith.
A leader’s job is to be a promoter. An encourager. An integration requires lots of cheerleading, and you need to do it loud enough to be heard above all the noise from the critics and naysayers.
Still, not all your communication efforts need a positive spin. Some information should be passed along to your people in a matter-of-fact manner, without any rah-rah. For example, they need general updates on a frequent basis. It’s even smart to keep them posted about problems and to advise them of bad news well in advance.
Also, do your best to make communication a two-way street. Ask questions. Listen. Create completely new channels that make it easy and safe for people to express themselves.
Beware the Vacuum: Integrations just naturally create an information vacuum, an atmosphere where there are more questions than answers. If you fail to satisfy your people’s craving for communication, the rumor mill will fill the void. That leads to worst-case thinking, a lot of warped messages, and an overheated worry factor that gets in the way of the work.
Granted, good communication takes a lot of time and effort. But it’s a great investment. You’ll find a direct correlation between the quality of communication and how much resistance comes your way.
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