A communicator looks at American industry (page 1 of 3)

If American corporations respond in timely fashion, there is unquestionably a unique window of opportunity in this decade. Many of the pieces are already in place: a highly competent sales force, willing workers, experienced management, a proud history, and loyal customers.

We have all been impressed by what has been accomplished to date. But I am also impressed by the magnitude of what remains to be done. If I had to begin with only one impression, it is that it is do-able. Whether or not it will be done depends entirely on an openness and willingness on the part of management to change.

As I see it, corporations have a major communications problem. It is a crisis of employee morale. The work force is confused. They do not feel that they are getting the full story of what is happening within their company. They see constantly changing management teams. They perceive senior management as remote and often indifferent.

They receive a wide variety of conflicting messages. And, in the absence of solid information, they are open to all kinds of misinformation, rumor, undigested data, and speculation about their company and its future.

These perceptions become their reality.

It adds up to a significant and pervasive problem. It, more than any other factor, smothers the kind of enthusiasm and winning attitude, which are parts of any successful enterprise. It erodes their confidence in their company.

These problems are systemic in any company doing business on a national or global scale. They all have to do with communications in one form or another. Cumulatively, they can sap the productive energy of a company. If dealt with and resolved, they can release a surge of positive energy and imagination, which can transform an ordinary workplace into a hub of participatory excellence and quality.

The rising tide lifts all boats. Effective communication is a multiplying force within a company. Everyone benefits.

At the core is the need for a company wide culture, which incorporates:

* Shared vision. *Shared knowledge. *Shared responsibility.

If this positive corporate attitude is sometimes hard to identify and define, there is little problem in sensing its absence in an individual or group. A losing team mentality is devastating. It turns active and creative human energy into cynicism and hostility. It puts an end to pride of achievement and to initiative. It isolates people from one another and develops the "us against them" mentality at all levels of the organization.

("The most important ingredient in winning wars is morale." ... Dwight D. Eisenhower)

Managers are the key

The manager is the mediator, teacher, motivator, and model. The manager knows the realities of the local work force and of the increasingly diverse workforce. There will be little productivity, improvisation, initiative, or enthusiasm unless there is a manager, who exemplifies these values,

- Communication is the process.

- The manager is the agent.

- Communications will be the test of the modern world.

We are the communicating species. As individuals and in groups we employ an elaborate system of symbols and signals to create an environment of ideas, emotions, and attitudes. We cannot not communicate.

We are always sending out messages. We might not always do it well, but we always do it. We communicate by our presence, by our choices, by our words, by the complex nuances of our silent language.