Effective internal communication starts at the top: help executives understand the need for clear, concise communication

Communication World, July-August, 2005 by Rodney Gray, Larry Robertson

Seventy-seven percent of those surveyed said their CEOs "willingly make an effort (that is, put in time) to maintain good relations with employees." This is ahead of their efforts to maintain good relations with stockholders (64 percent), analysts (50 percent) and the media (64 percent), but behind customers and clients (83 percent) and business or alliance partners (84 percent). Still, a significant 23 percent of CEOs have yet to be convinced of the symbolic nature of their role as far as employees are concerned.

On a personal level, three-quarters of PR practitioners think their CEO "would say I understand the business," although only half "ask my opinion about the PR implications of future directions of the business." This may be because only 40 percent of respondents reported that the PR function reports directly to the CEO, and only 57 percent said they attend meetings of the executive team at least monthly.

The write-in comments to the survey revealed that at least a few CEOs don't yet recognize the importance of executive communication with employees. The respondents noted that:

* "The CEO doesn't understand the strategic importance of employee communications as it relates to ROI for the business."

* "The CEO puts very little weight on PR. Considers it a cost."

* "Demoted it [the function]. He does not understand its value to the big picture and is focused on cost savings at present."

* "I do not meet with the CEO unless I'm preparing him for a media interview."

A comparison of the value that CEOs place on functions within a company showed that 65 percent of the respondents felt that their CEO valued corporate affairs/PR at least as much as advertising; 41 percent felt the CEO valued PR at least as much as sales; 57 percent, as much as marketing; 39 percent, as much as legal; and 50 percent, as much as human resources.

--R.G. & L.R.

In this article, Rodney Gray, employee communication research specialist, argues the case for improving senior executive communication in organizations. Larry Robertson, communication advisor to senior executives, outlines what communicators can do to support CEO and senior executive communication.

Rodney Gray is with Employee Communication & Surveys in Sydney, Australia, and has worked with the IABC Research Foundation. He can be reached at rodneygray1@compuserve.com.

Larry Robertson is principal of Robertson Burns, based in Sydney, Australia. He can be reached at larry@robertsonburns.com.au.