Knowledge

The Other Side of Communication

Many professionals feel they need to 'communicate' more. Most of the time, the next idea is to revamp the website, start a newsletter, or hire a PR firm to get coverage in the media. What's wrong with that? The problem is that communication has two sides: expressing yourself is one side. Listening is the other. A lack of communication does not necessarily mean a lack of "expressing": it may be a lack of "listening". In the following sentences, just replace "communicate with" with "listen to". Doesn't it open new perspectives on what you used to think about communication? Here are the sentences:

• 
We should more communicate with our clients;

• Partners should better communicate with associates;

• Partners should more communicate with each other.


Listening may actually become the next big thing in communication. Clients are already overloaded by information. Quality of listening has the potential to become a powerful differentiating feature for firms, both internally and externally. Professionals work hard to have a voice. They should also become an ear. Effective communication is not one-way.

Antoine Henry de Frahan | 10 January 2006 |