From ‘What You Said’ to ‘What They Heard’

You cannot afford ‘Chinese whisper’ while communicating in a world with rapid disruptions.

Given your best shot but, the message failed to achieve its intended impact? Often, we face this when we don’t tailor our communication to our audience or miss key elements of clarity and persuasion. Hence, the reality – it’s not what you say, but what they hear.

How?

Rapid disruptions, shifting societal perceptions and unforeseen crises are more pronounced today. There is a sense of complexity, urgency around making the role of communicators even more difficult to drive meaningful action. With an already existing ‘information fatigue’ coupled with exposure to content deluge, the audience is increasingly driven by the urge to filter messages through their own biases, emotional states, or situational contexts. Thereby, possibly diluting the original intent of a message from its original self.

Consider the early stages of the COVID-19 pandemic when there was a struggle to communicate safety guidelines effectively. While the intent was to inform and protect, inconsistent messaging about masks, vaccines, and lockdowns often led to confusion or distrust. This disconnect between what was said and what was heard highlighted a crucial gap in communication.

The pace of communication alone is not enough. Equal if not more attention is required on communication becoming empathetic. People seek messages that resonate with their experiences, values, and fears. And, this form of communication demonstrates understanding and builds trust. For example, during layoffs, leaders who communicated transparently, and acknowledged the emotional toll while offering support, were more successful in preserving organisational morale vis-à-vis the others. In such situations, the message audiences heard reflected organisation’s humanity, not just its business strategy.

Next is the choice of medium. In a digital world, platforms like social media, email, webinars, and podcasts offer vast opportunities for outreach but also present challenges. Messages may be needed to be tailored not only to suit the platform’s format but also to align with audience preferences. For instance, a Gen Z audience may engage more with short, visually engaging content on Instagram, while professionals may prefer detailed insights shared through LinkedIn or newsletters. The medium shapes how the message is received and interpreted, requiring communicators to strategically select platforms that amplify clarity and relatability.

Culture and demographic diversity of audiences is another critical factor which needs to be kept in mind. With chances of a single message being interpreted differently across regions, communities, and age groups, communication needs to be more inclusive. An adapting language and tone with varied audiences can ensure that what is said aligns closely with what is heard.

The role of data and analytics in communication is also growing significantly nowadays. Insights and tools that inform about audience behaviour, preferences, and feedback allow communicators to refine their messaging in real time in this disruptive age. This allows for a deeper understanding of how messages are received, enable necessary adjustments if required to ensure clarity and alignment with audience expectations. This communication approach ensures that what audiences hear stays consistent with the original intent, even in dynamic and uncertain circumstances.

Ultimately, it is the role of communicators today to bridge the gap between intent and interpretation to ensure that messages cut through noise, resonate with audiences, and inspire action. While a combination of the listed ingredients is a recipe for success, communicators need to be mindful of the platform, strategy, and type of narratives to shape a better, more connected world.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Shilpi Jain

Shilpi Jain heads the corporate communication function at IPE Global. She is a communication professional holding two decades of experience, responsible for developing cohesive messaging and multi-channel communication strategy, which elevates the company’s reputation, performance, and connection with people. Having worked in the Corporate space, Shilpi transitioned into the development sector in 2010 and spearheaded communication activities for the Government of India, International Aid organisations, and philanthropies. Prior to joining IPE Global, she worked with National AIDS Control Organisation (NACO), where she developed their digital media strategy and also supported several e-Campaigns. At WaterAid India, she successfully managed the India Sanitation Portal, launched at the South Asian Conference on Sanitation (SACOSAN) 2008 by the then Speaker of the Lok Sabha, Shri Somnath Chatterjee. She worked for nearly a decade with NIIT Limited and led several projects. She was given the Excellence Award in 2006 for creating a nation-wise Testing Certification platform.