The Invisible Network
Planned communication is tough enough but unplanned, uncontrolled communication can strangle your company. Every organization has its official communications channels. And then there is the "Grapevine" … the invisible network that spreads information, rumor and gossip throughout the organization. The Grapevine is far more powerful than most management realizes.
I’m a big fan of the annual research Randstad conducts on workplace trends and attitudes. The Randstad World of Work discovered that more than 8 out of 10 employers think that they are the first to tell their employees about changes or decisions at work. Only about half their employees agree: 46% of employees hear it first through the Grapevine.
A People Pipeline
At its best, the rumor mill reflects the health of your organization by showing what is going on in people's minds. It builds relationships and a feeling of belonging. At its worst, it fosters paranoia, discontent and bad morale. Still, it’s actually neither positive nor negative.
The Grapevine fills holes
Talking and sharing information is human nature. When there are holes in internal communication and people are faced with unanswered questions about unexpected news or change, the Grapevine helps satisfy their need for knowledge and security.
Everyone is plugged in
Believe it or not, the group who tends to give the most credence to the Grapevine is management. Group Think is a tactic backed by the best intentions. “Let’s get everyone in the group involved.” The problem is, instead of fostering inclusion it creates exclusion. If you aren’t “in the group” you feel shut out. The people on the outside fill the holes with rumors and speculation. The danger of office buzz at the management level it it’s easy to spread outside the office and into the business community.
Make the Grapevine a communications channel
Transform the “invisible network” into part of the information flow that sends, receives and disseminates information up, down and across the organization. To manage the "Grapevine," get ahead of it. It doesn’t matter if it’s for management or the workforce – communicate early and communicate often. Don't wait for the final decisions; communicate the process of making the decisions, even if there are no conclusions. And, aggressively ask for input, comments, suggestions and complaints. Remember the Grapevine is a pipeline. Fill it with accurate, timely information and that's what is distributed. So say it first and say it fast.
Handle the Grapevine with marketing techniques
Since this is an untraditional information flow, use untraditional techniques. Marketing methods give you power to prune the Grapevine. In marketing you identify the target audience, communicate the critical information that will generate the desired results, provide clear explanations, consistently repeat the messaging to build understanding and create channels for feedback and response. That’s the same approach you use for this unique form of internal communications.
Managing The Buzz
Identify the Opinion Leaders - Every organization has them, the people who seem to influence others. If you don't know who they are, you should. Use these Opinion Leaders to fill the Grapevine with timely, accurate information. And, as you do, ask them what they think. Odds are, they have a valuable perspective.
Tell It First, Tell It Fast - Don't give rumors and misinformation a chance to start. Face-to-face and small meetings are more effective than email, voicemail or memos. Make sure the medium you select communicates the information you want to send and the message you want managers and employees to hear.
Don't Announce, Explain - Make it personal and just talk. There is no “one size fits all.” Explain the “what” and “why” of each decision or development. Give valid reasons and use simple, easy to understand language. Be as sensitive to people's emotional concerns as to their need for "hard" information.
Facts Kill Rumors - Rumors won't just go away so educate your office with honest information. Shut down the BS and spin. Keep the message complete, consistent and don't sugarcoat the results.
Go For Understanding and Not Agreement - You can't expect everyone to appreciate the situation or the decision. The goal is understanding.
Be A Target, Ask For Input - Ask for opinions, suggestions and reactions. You might not enjoy what you'll hear but you'll build respect and loyalty. Then, share the reactions.
The reality of pruning the office grapevine is learning how it works and putting it to work for you. Bonnie Raitt was right when she sang, “Let’s give them something to talk about,” but Barbara Walter said it best.
“Show me someone who never gossips, and I'll show you someone who isn't interested in people.”
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Please Subscribe! There's a new article every week and we are determined to give you valuable information you can use to be successful and make more money. So, go to the Be The First To Know box and just fill it in. Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences. Positive business results are the objective. He believes that one of the most important results is an enjoyable experience for everyone involved. Andy is a principal partner at Think! Consulting Group and The Idea Group.
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