How “Sending Out Stuff” Promotes Mediocrity (and How to Break the Cycle)

Internal communication (IC) professionals are all too familiar with the common refrain: “Just send something out.” The idea here is that hitting the ‘send’ button ticks a box, and the one making the request can confidently report, “Job done. The IC team deployed my message.” Success, in this context, isn’t measured by the effectiveness of the message—whether it resonates with the audience, fosters belief, or prompts action. Instead, it’s rooted in the mere act of sending a message.

This approach, unfortunately, is a breeding ground for mediocrity. If you and your organization are content with that, you might want to stop reading here. I’m here to challenge you to break away from this mindset and try something different.

Let’s dive into why the “sending out stuff” (SOS) approach falls short:

• It prioritizes tactics over strategy.
  Every message sent to employees should be intentional, with clear objectives and an understanding of what success truly entails. Sending a message shouldn’t be considered the end goal. Effective communication goes beyond the act of transmission.

• It bombards the audience with disconnected messages.
  IC professionals bring expertise to the table, ensuring that the right messages reach the right audience at the right time and in the right way. Rapidly firing a series of disconnected messages at any time risks confusing the audience, leading to potential tune-out, regardless of the message's importance.

• It ignores the expertise of IC professionals.
  IC professionals are strategic partners, not merely order takers. Their expertise in effective communication is a valuable asset. Leveraging this expertise yields far better results than allowing IC to devolve into the Wild West of messaging.

Now, let's discuss how IC professionals can break free from the cycle of SOS:

•  Ask strategic questions.
  When confronted with a request to send something out, delve deeper. Ask, “What are your objectives here? What does success look like to you?” Understand the driving factors behind the request and the urgency it carries.

• Be prepared to educate.
  Every IC request presents an opportunity to educate the requester about IC best practices. A continuous stream of reminders about your role, responsibilities, and how to collaborate effectively can make a significant impact.

• Never fear the “no.”
  Empower yourself to decline requests that don't align with best practices. Your ability to say “no” is an opportunity to educate the requester about your service model and recommended practices. Provide a reason and a constructive recommendation along with your “no.”

• Align with your manager.
  Whether reporting to someone in a communication role or not, align with your manager on how to handle SOS requests. A shared understanding of why SOS is problematic ideally allows you both to uphold best practices and your service model.

It's time to rethink the “send something out” mindset. Success in IC goes beyond the mere act of transmission. It requires strategy, intentionality, and a commitment to leveraging the expertise of IC professionals.