In my role as a communication manager within global organizations, I have managed and participated in numerous Townhalls. Irrespective of the size, these events tend to follow a familiar structure. The process typically involves meticulously drafting an agenda that includes content and messaging regarding a particular theme, collaboratively developing content with the presenters, and setting up a dedicated platform for Q&A sessions. Despite these well-thought-out preparations, the actual Townhall often takes an unexpected turn on the day itself.
The questions posed by the audience frequently do not align with the theme and content and deviate towards other top-of-mind topics such as organizational changes. It can be perplexing to witness an apparent disconnect between the anticipated questions and the actual concerns raised during the Q&A sessions. Despite aligning with speakers and addressing potential questions regarding the current theme, the Townhall discussions tend to circle back to topics that was covered in previous events.
One puzzling aspect of this recurring phenomenon is the apparent collective amnesia among the audience, as they repeatedly raise questions that have been addressed comprehensively in previous Townhalls. This raises the question: Is there a lapse in retention, or is there a deeper issue underlying these persistent questions?
Furthermore, a noticeable trend emerges as the questions overwhelmingly center around negative elements. It raises concerns about the overall perception and mindset of the audience, prompting reflections on whether there is a need for a shift in communication strategies and a more proactive approach to addressing concerns in the organization.
In essence, this pattern of conflicting audience queries and the emphasis on negative aspects, prompts me to term this phenomenon as the “Negative Townhall syndrome.” Understanding and mitigating this syndrome could potentially lead to more focused and constructive Townhall discussions. One of the key challenges in doing this, is to understand that individuals mostly apply selective hearing that aligns with their existing perspectives and they will adapt their questions accordingly, especially during an open forum such as a Townhall.
Ensuring that key messages are not only heard but also understood and retained across an organization, requires a strategic and nuanced approach to communication. By combining communication priorities, organizations can create a more robust communication framework that enhances understanding and encourages a balanced interpretation of key messages.
Here are five top communication priorities to achieve this goal:
- Clear and Consistent Messaging:
Craft messages that are concise, clear, and aligned with the organization’s values and objectives. Consistency across various communication channels, including Townhalls, official emails, and internal platforms, is crucial to reinforce the core messages.
- Interactive and Engaging Communication:
Foster two-way communication channels to engage employees actively. Utilize interactive platforms, such as Q&A sessions, surveys and feedback forums, to involve employees in the communication process.
- Customized and Targeted Communication:
Recognize the diverse audience within the organization and tailor messages to resonate with different groups. Personalize content where possible to make it relevant to specific teams or departments, fostering a sense of inclusion and relevance.
- Preemptive Addressing of Concerns:
Proactively identify potential areas of concern or questions that may arise among employees and address these concerns in communication materials, emphasizing transparency and providing comprehensive information. This helps to manage expectations and mitigate the likelihood of recurring questions, fostering a more informed and receptive audience.
- Continuous Reinforcement and Follow-Up:
Implement a strategy for continuous reinforcement of key messages. Utilize multiple channels and touchpoints over time to revisit and reemphasize critical information. This can include follow-up communications, regular updates and periodic reminders through various platforms. Repetition, when done thoughtfully, helps reinforce key messages and improves information retention.