Most companies are not adopting new ways of helping people to understand and communicate complex messages. According to Professor Colin Coulson-Thomas, “There is a wide gulf between boardroom aspirations and achievements on the ground. People need to understand why changes are being sought. They also need to be equipped to help bring them about.”
Companies should enable key workgroups to communicate in a ‘winning way’ according to Prof. Colin Coulson-Thomas, addressing corporate communicators this week at a Chartered Institute of Public Relations event at the East Midlands Media Technology Centre. The University of Lincoln Professor will explain how pioneering companies use new tools to engage key workgroups and enable them to handle communications challenges such as helping customers to buy complex products.
Coulson-Thomas’
Areas examined range from communicating to visioning. Because most success factors are attitudinal and behavioural, investigating teams can distinguish the approaches of high performers or winners from the practices of low achieving losers. The results are summarised for the first time in Prof. Coulson-Thomas’
Effective communications are vital according to Coulson-Thomas, “Modern corporations are essentially networks of relationships based upon trust. When a reputation for fair dealing and accurate reporting is compromised the consequences can be dramatic. When bid teams and relationship managers cannot differentiate a corporation’
The most successful communicators stand out. Coulson-Thomas explains: “They share information, knowledge and understanding with people whose cooperation is needed to achieve corporate aspirations. They are increasingly using a new generation of support tools to engage people in two-way communication and help them to understand. They encourage, welcome and react to feedback.”
Prof. Coulson-Thomas finds: “Good communicators are not pre-occupied with themselves. They focus on the people they would like to establish, build and sustain relationships with. They try to understand, empathise with and reflect their aspirations, hopes and fears. They make direct and personal contact. They ensure people know what is expected of them and how they can contribute.’
According to Coulson-Thomas, “Communicators in winning companies consciously build mutually beneficial relationships. They forge longer-term partnerships. They are both sensitive and flexible. They listen. They monitor reactions and are alert to changing requirements. They recognise the importance of symbols and are visibly committed. They endeavour to match words with deeds.”
The Professor’s investigations reveal that for companies with prospects communication is an integral element of management. It is built into work processes and the roles of managers. He also finds: “Successful communicators are more likely to think for themselves, question motivations, probe sources and assess likely implications. They take steps to ensure the veracity of corporate messages. They assume responsibility for what they communicate.”
Coulson-Thomas has also found that: “Effective boards recognise that change can be stressful and only change what needs to be changed. Pioneers are using support tools to help people communicate complex messages to those likely to be effected and to show how they will benefit. When there are new products or technologies to launch people are enabled to explain with confidence and conviction their essence and help others to understand and acquire their offerings.”
‘Winning Companies; Winning People, the differing approaches of winners and losers’ by Colin Coulson-Thomas is published by Kingsham Press (ISBN 1-904235-58-
http://www.coulson-
Details of Prof. Coulson-Thomas’
Prof. Colin Coulson-Thomas has presented at over 200 national, international and corporate events in 35 countries and can be contacted by Email: colinct@tiscali.co.uk or via http://www.adaptation.ltd.uk
