The Human Touch

So it’s been a while since I wrote my last blog – around failure and the need to see it as a life lesson. Having pondered on it since then, it also made me think how isn’t failure is more than just learning, but maybe it’s evolution.

Let me explain. I have just attended an event where panellists talked about how things had changed in their industry, and what things still needed to change. Two clear things resonated with me – firstly, what used to be acceptable, might not be anymore. Hence what success looked like say 30 years ago – might not be success today. And secondly, how we are changing the narrative around being honest about failure and not knowing.

Years ago, we wouldn’t want to say we hadn’t succeeded, for fear we would show a part of ourselves that was unlikable. Nowadays it is all about bringing ourselves in the fullness of who we are – warts and all- into situations.

This means we have a different tone of voice in corporate comms and a different narrative. People have been talking about storytelling for years – but that often has been the story of their organisations or the story of their product/service. Now people want to know the story of the people behind that organisation/product and service. Who is the chief executive and how what was their journey to the top? But also what are the stories of those who work there. Those thinking about joining your company want to know the opinions of those who already work there not just the corporate spin. Those who are thinking of employing you for a project or buying your product want to know are you ethical, what are your values.

And here lies the dichotomy. For some exposure is fine – they have their personal and professional lives interwoven and messaging to a tee. For others, they have separation anxiety where they want personal and professional to be two separate forces.

For communications professionals, it is an interesting time. Navigating and advising those out of their comfort zones and explaining how they can be genuine and human without being personal takes courage and strength and a good forward planning comms strategy. For others, holding them back to ensure they don’t give away their waist measurements and shoe size is the challenge.

What is certain is that people are, and always have been, at the centre of organisations and therefore at the core of communications. Understanding your voice and how you add that where it brings value to your organisation is more essential than ever before.