Tiering Up: Communicating Tough Messages

If ever you needed an example of alienating your audience, I think the last month of announcements from the Government have been exactly that. Let's put aside the actual decisions being made and look instead at what we can learn as communicators to help us when we have to relay difficult messages.

Your Audience Remembers

When you've got difficult decisions to make in a changing landscape, your audience will remember everything you've said in the past, so don't burn bridges you might need to cross. If you're addressing the reasons for choosing one course of action over another, make sure you do so in a way that makes it clear why it's the best option right now. Don't devalue the alternatives if there's a chance you'll need to swap tactics in future.

Be a Lightning Rod

Whatever happens, there will always be people who react negatively to your message, no matter how positive it might be. Because you're already on the back foot, it's vital to prioritise the integrity of the message over your own reputation. Focus on clarity and consistency over fluff that makes your job easier or protects you from backlash.

Accept Mistakes

Even after making tough decisions, success isn't guaranteed. Unfortunately, failure almost always means more tough decisions are needed, so you need to fight to keep your audience on side. When things don't go as planned, make it clear why and how, and don't try to shift the blame: it's in these moments that a strong leader can create a culture of learning and progress, and in doing so retain or even gain more respect from their teams.

The Message is Key

Your goal should be communicating your message so everyone understands it, and that might mean doing things in new or unusual ways. Don't feel limited to your normal channels, and be prepared to compromise on brand or style to ensure maximum impact. Your audience will forgive you for a timely communication that doesn't quite look the same as they're used to, but they'll reject a message that's delayed because you were focusing on making it pretty.

Keep Listening

Empathy is key to delivering truly impactful messages, and it's not something that comes naturally. Don't pretend to understand the personal impact of your message unless you truly do, because your audience will see through you instantly. Be open, be honest, but most of all, be available. Listen to everyone's concerns, and have plans in place to act on any new information or new perspectives. Don't be unnecessarily defensive, but instead strive to find every opponent to your message and hear them out in a safe and productive way.