HR communication: success is in the planning

By Rich Stanton
My friend Steve was recently part of a team tasked with communicating his company's short-term disability program. The group created an online brochure that described the benefit, the eligibility requirements and the process for applying.

The team members were disappointed to learn through a follow-up survey that employees found the brochure unorganized and difficult to understand. What went wrong? Steve realized that the group hadn't considered the communication needs and preferences of their audience from the start.

Steve's experience reminds me of a time when I, too, failed to prepare for a project. I tried to assemble a bedroom dresser. The frame was solid, but the drawers didn't fit right and I was left with extra pieces that I didn't know what to do with. What happened? I jumped in without planning.

Preparation is essential to all processes, but especially communication. You may say that you're too busy to plan. But taking a step back allows you to be clear about what you want to accomplish, test your assumptions and incorporate feedback from key stakeholders. In the wise words of my father, "Measure twice, cut once."

As you develop your HR communications, make planning your first step. You'll find it takes less time to do it right the first time. And, you'll enjoy the satisfaction of helping your employees make the most informed decisions.

After all, nobody likes a lopsided dresser.