A little story: on Saturday, the hockey club of my heart had invited to an information meeting for members. In view of the difficult financial situation and a long ”radio silence”, this was a long-awaited activity. The room was well filled, even journalists were admitted and present. The information provided by the managing director and the directors of the non-profit organisation was very clear, very transparent and to the point. Nothing was glossed over, but above all it was explained very well what is being done to improve the situation. A very good event, there was a lot of praise from the participants – and the common wish that members who were not present should also be informed.
And then something happened that can be observed in many companies. With reference to the upcoming strategy discussion on how to deal with and communicate with members, communication to all members via a letter to members was dispensed with: First we need a strategy, then we communicate.
To put it very clearly: I consider the development of such a strategy to be right and important in every respect. Full stop. But I also believe that you can do two things at the same time, namely develop a strategy AND communicate it. Developing a strategy is important and necessary for your own organisation. But from the perspective of the member, or employee, something else is important. Namely, that you are well and comprehensively informed. And not the strategy. So you can develop your strategy and still communicate it, for the benefit of the members and employees, but, as in this case, above all for the benefit of the organisation. Many companies and organisations believe (in a positive sense) that the recipients of their messages analyse these messages according to their strategic relevance for the company. They don’t, I swear! Just as they don’t compare the new information exactly with the previous information to work out the differences. Instead, they look closely at the content. That’s why: if you are working on your strategy, you must and must not stop communicating. If it is important and relevant and helps the company or organisation – then get it out there! Especially if, as mentioned above, there are journalists in the room who are working with this information. Whoever communicates first has a huge advantage. You shouldn’t give it away ”just” because you’re working on a strategy.