Art of Balance in Communications

Communication is one constant across organisations, that not only impacts all its stakeholders but also keeps them tied to the common goals of the organisations. From the smooth functioning of routine activities at the operational level to working towards achieving the mission, vision, and even specific business goals at an internal department level, everything requires each participant to communicate effectively.

How much to say and what to say in different situations may always vary and be of great significance as communication is all about creating a change, making a positive impact, building a constructive roadmap, and removing any obstacle from the proper functioning of the organisation. It can be related to simply anything such as a launch of new products, implementation of the new marketing strategy, bringing a change in the organisation’s work culture, and inducting new personnel from outside organisations.

It is important to understand how much information and content sharing in the communication is required, it is important to assess if one is overdoing it or underdoing it, it’s crucial to know whether there is focus or not, it’s essential to figure out that it has adequate content to convey everything that is required to bring in the desired impact of the communication.

Most of the communicators need to follow the overall strategy that has been set for communicating with internal and external stakeholders. The strategy is often tied up with business goals, and the communication has to be thereby in line with the strategy to deliver the best results. It is always the case that depending upon each specific audience, the content for communications is created. However, it also happens that the content may have issues with consistency, amount of information shared, kinds of words used, and reusability in the future in other pieces of communications, etc.

It’s all about the perception in the minds of the audience that matters for the brand communicators to succeed in their efforts. Whatever the audience believes from your communications, they will form certain ideas, imagery, and perceptions leading to the success or failure of the campaigns. Any overuse of specific thought processes, ideas, beliefs, or imaginations in the content can work another way and has the potential to create negative resonance among the audience.

As long as the ideas are explained simply, clearly, and confidently it is easier to engage your audience. Creating a conversation is more important than sharing too much information or data immediately and bombard the audience.

Communication, which is based on listening, feedback, and audience inputs always has a higher potential of achieving the desired goals. This allows brand communicators to bring in a balance in their communications and prevent any biases, skews, prejudices, and predispositions impacting the quality of communications.

Clarity of thought and precision of the information in any communication always prevents it from becoming routine, boring, mundane, and uninteresting. This is something the audience always appreciates, and it brings them on a common page and a similar mindset.

Confidence is the key to leadership communication, and it brings in a balance in communication, without being verbose and sharing too much or too little information.  Especially in the era of the connected world, where almost everyone is multi-tasking, a practice of balanced communication can be very impactful.

Focus, precision, clarity of thought, confidence, and feedback based balanced communication can be the game-changer for any communications campaign. An idea of balanced communication is the key to success for corporate communicators to achieving their goals and objectives efficiently and effectively!

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

Praveen Nagda

Praveen Nagda is the CEO of Peregrine Public Relations, a full-service corporate communications and public relations consultancy firm delivering a pan-India reach to its clients. He also heads White Coffee, an independent events & celebrity engagement company.

Praveen has been closely associated with many national and international events related to cinema for children, art and culture. He has a well-rounded experience that cuts across all key sectors of PR & Corporate Communications.

He started his career with URJA Communications, an advertising agency specialising in technology brands, where he was instrumental in developing the PR division. Post this, he had a stint with Horizons Porter Novelli, a global public relations consultancy. Thereafter, he was heading the IT & Telecom division at Clea PR, a leading Indian public relations and communications company followed by a fairly long stint with Omnicom Group agencies viz. TBWA\India and Brodeur India.