We have all been through the difficult task of proposing a plan to the marketing sector, which must then be approved by the finance sector.
But the actors of an organization vary according to factors such as their area of specialty and level of education, cultural practices, experience within the company and the amount of information they are used to handling, as well as their willingness to exchange and participate.
Therefore, we cannot speak in the same way to some as to others, nor use the same graphic and statistical supports. We have to think about how to adapt the message, according to the listener.
For this reason, within any communication strategy, it is necessary to generate a kind of “map” with the different characteristics of who will listen to us, to choose the information to present, the type of communication, the media, the type of language and the degree of feedback we need.
There are different possibilities to adapt a speech to more understandable forms, according to the communication codes of each actor in the organization.
- The areas that have to do with technical or scientific knowledge (purchasing, product development, production, etc.) use formal and precise concepts. They are sectors that will be more interested in the face of price differences, financial, economic, administrative, management reports, action plans, demonstrations, etc. Generally, these types of reports are presented to decision makers and need to have a precise understanding of what is intended or will be obtained.
- For employees who carry out more operational tasks, communication should be presented with a journalistic approach, which aims to report the events, describing how they will develop or how they occurred. This is the method used for the dissemination of events, magazines, murals, bulletins, circulars and portals on the internet.
- Finally, there are the areas that use more abstract forms in their daily management, such as marketing, communication, and even HR. There they seek to create emotional messages, with image supports and projections of degrees of satisfaction with the results. endings.
When we are faced with the complex task of communicating and "selling" an idea, we must take into account the possibility of using all these ways at different times, depending on the strategy we have set ourselves. And it will be necessary to be very skilled in a meeting, if at the time of introducing ourselves actors from the different areas are present. It will be our challenge then to conquer everyone, combining examples, numbers and abstractions, just as if we could speak in different languages at the same time.
