Comms Plans Don’t Survive Contact with Real People
Effective communication strategies falter when leaders overlook emotional responses and workplace dynamics, leading to misunderstandings.
Why do comms plans often fail? Because people are unpredictable. Even the most polished strategies can unravel when faced with real-world emotions, workplace dynamics, and unexpected reactions. Leaders often assume their teams will process change as logically as they do - but that’s rarely the case.
Key takeaways:
- People react emotionally: Anxiety, fear, and confusion often overshadow a clear message.
- False optimism backfires: UK employees value honesty over sugar-coating.
- Workplace dynamics matter: A lack of trust or rigid structures can derail even the best plans.
- Feedback is critical: Without two-way communication, messages can miss the mark entirely.
To succeed, leaders must focus on clear goals, open dialogue, and flexible storytelling that connects with their audience. It’s not about perfecting a plan but about being ready to adjust and truly listen.
The real test of a comms plan isn’t whether it’s flawless on paper - it’s how well it works when it meets real people.
How Great Leaders Communicate Change (Most Miss This Crucial Step)
Where Communications Plans Break Down
Even the most meticulously crafted communication plans can falter when put into practice. The disconnect between a polished strategy on paper and how it plays out with real people often stems from three recurring mistakes that leaders in the UK frequently overlook.
Misjudging the Audience
One of the most common pitfalls is trying to appeal to everyone, which often leads to a message that resonates with no one. You’ve probably seen this happen - a company-wide announcement meant to address every concern ends up feeling vague and out of touch with employees’ real experiences.
Another misstep is misunderstanding your team’s expertise. Overestimating their knowledge can leave them confused, while underestimating it risks coming across as patronising. These misjudgements erode trust and engagement.
Avoid broad, one-size-fits-all messaging. Instead, tailor your communication to address the specific challenges and priorities of your audience. This might mean considering regional differences - what works in London might not land the same way in Edinburgh. Making assumptions based solely on demographics like age or location can alienate the very people you’re trying to reach.
"More than ever, marketers need accurate up-to-date analytical insights to understand, identify, locate, and target their prospects and customers."
- Debbie Oates, Director of Customer Engagement, Experian
The real key isn’t gathering more demographic data - it’s understanding what truly matters to your audience. Their concerns, motivations, and pain points far outweigh factors like job titles or age brackets.
But knowing your audience is only part of the equation. The internal dynamics of your workplace also play a crucial role in how your messages are received.
Overlooking Workplace Dynamics
Even a perfectly structured communication plan can fail if it doesn’t account for the nuances of workplace culture. A lack of trust within the organisation can poison even the clearest messages. When employees are sceptical of leadership, transparency alone isn’t enough to bridge the gap.
Hierarchical structures present another challenge. In workplaces where communication flows strictly top-down, valuable feedback is often stifled, leaving employees feeling disconnected. This is particularly true in industries with long-standing, rigid hierarchies - a common feature in many UK organisations.
The numbers paint a stark picture: 49% of workers believe poor communication hampers productivity, while 42% say it increases their stress. If these issues are already present, introducing a new communication strategy without addressing them is like trying to build on unstable ground.
Generational divides can add another layer of complexity. Younger employees might dismiss the input of more seasoned colleagues, while older staff may resist ideas from their junior counterparts. These tensions, if ignored, can derail even the most well-intentioned plans.
The shift to remote and hybrid working has only amplified these issues. Gone are the casual, in-person interactions that once allowed leaders to gauge reactions and address concerns in real time. Without these natural feedback loops, misunderstandings can snowball before anyone realises there’s a problem.
The solution lies in fostering an environment where employees feel heard. Research shows that team members who believe their voice matters are 4.6 times more likely to perform at their best. Without this level of engagement, even the most carefully crafted communication strategy is unlikely to succeed.
Ignoring Feedback Loops
Perhaps the most glaring flaw in many communication plans is treating them as one-way broadcasts rather than two-way conversations. Far too often, organisations invest months refining their messaging but fail to consider how it will be received - or how to adapt it based on employee input.
Flexibility is critical. If you notice confusion during a meeting or start receiving concerned emails, your plan needs the agility to adjust on the fly. Sticking rigidly to a script risks making your communication outdated or irrelevant almost immediately.
This challenge is compounded in today’s work environment. On video calls, subtle nonverbal cues are easily missed, and written communications lack the immediacy needed for real-time feedback. Misinterpreting these signals can lead to further miscommunication.
The root problem often lies in relying too heavily on surface-level metrics. For instance, low engagement numbers might signal an issue, but without understanding why people are disengaged, you’re left guessing.
To succeed, feedback mechanisms need to be baked into your communication plan from the outset, not added as an afterthought. Create safe spaces where employees feel comfortable sharing honest input, and establish clear channels for questions and concerns. Most importantly, show that feedback is genuinely shaping your approach.
Teams that feel well-connected see productivity gains of 20-25%. But this only happens when communication flows both ways. Your strategy should not just deliver information - it must also listen, adapt, and respond to the reactions it generates.
Next, we’ll look at how to design communication strategies that can adapt to changing circumstances.
Building Communication Strategies That Work
Effective communication strategies aren’t built in a vacuum. They thrive on real human interaction, embracing the unpredictability and nuances of how people connect. Successful leaders focus on three key principles: understanding their audience, setting clear but flexible goals, and fostering genuine dialogue. Let’s explore how these elements come together to create strategies that resonate.
Understand Your Audience First
The first step to effective communication is understanding what truly matters to your audience. It’s not just about demographics - it’s about their concerns, motivations, and how they prefer to engage with information.
"Communication isn't just about what you say - it's also about who is listening."
Start by gathering insights from a range of sources. Look at employee surveys, feedback forms, and other existing data to spot trends. Go a step further by conducting informal interviews across teams and departments. Pay close attention to what’s left unsaid - sometimes, silence speaks volumes.
Ask targeted questions like, “What does success look like to you?” to uncover the priorities and challenges of different groups. Tailor your communication based on these findings. Some people might value detailed data and analysis, while others may respond better to a broad vision that connects emotionally. By aligning your approach to their needs, you’ll build a stronger connection.
"Almost any attempt to understand the audience's needs…will [yield]…better results." - Geoff Hart, 2005 Society for Technical Communication Fellow
Set Clear Goals with Room to Adjust
Once you’ve gained a deep understanding of your audience, it’s time to set clear objectives. Define success in measurable terms, such as increasing participation in team meetings by 40% within six weeks or reducing clarification emails by 25% after a policy update.
"Feedback is a gift."
Flexibility is key. Build regular checkpoints into your plan to adjust based on feedback. For instance, if a presentation sparks confusion or you receive concerned emails about a new initiative, don’t wait for the next review cycle - address the issue immediately.
Create multiple ways to reach your goals. If your primary communication method isn’t landing, be ready to pivot. Smaller group discussions or one-on-one conversations can often bridge gaps. Document these adjustments and their outcomes to build a resource for future planning. The aim isn’t to create a flawless plan but to develop a framework that evolves with real-world input while keeping progress steady.
Create Two-Way Conversations
Rigid, one-way communication plans often fall short because they fail to engage the team. Instead, prioritise two-way conversations. Open dialogue not only improves understanding but also drives growth and productivity.
"Nobody likes working at a company that doesn't take their viewpoint into account, that doesn't recognise the value of their voice...The act of asking, listening, and acting on employee voices will naturally help have an engaged workforce." - Julia Markish, director of advisory services at Lattice
Design your strategy with feedback in mind. Offer multiple ways for team members to share their thoughts - some may feel comfortable speaking in meetings, while others might prefer written feedback or private discussions. Make sure these channels are integral to your plan, not an afterthought.
"There is always the risk of your message not landing with your audience...Unless you engage in active listening back, you'll never actually know whether the message that landed was the message that you intended."
Act on the feedback you receive. Studies show that employees whose input leads to action are 17% less likely to feel stressed. Even if not every suggestion can be implemented, acknowledging all input and explaining the decision-making process builds trust.
Dedicate time to meaningful discussions and confirm understanding along the way. This creates a safe space for honest perspectives, encouraging people to share openly rather than echoing what they think you want to hear.
Investing in two-way communication delivers long-term benefits. It fosters trust and engagement, creating a positive feedback loop that strengthens your organisation’s communication culture. By prioritising dialogue and adaptability, you’ll set the foundation for strategies that not only achieve immediate goals but also build lasting connections.
Using Stories That Connect and Adjust
Stories have the power to turn rigid plans into meaningful dialogues that resonate with people. When leaders embrace storytelling that can adapt, they build connections that endure the unpredictability of human responses. The trick is crafting narratives that can shift as needed while staying true to their main message.
"Nothing builds connection or inspires action more effectively than a well-told story." - Patricio Larrea, Chief Growth Officer of The Humphrey Group
Crafting Flexible Narratives
Great leaders know how to shape stories that respond to their audience's reactions. Flexibility doesn’t mean abandoning the message; it’s about tweaking the delivery when you notice confusion, disinterest, or unexpected reactions.
The STORY framework - Setting, Tension, Opportunity, Result, and Learning - is a useful tool for this. It provides a solid foundation while allowing you to adjust focus. For instance, if your audience seems disengaged, you might highlight the tension to spark interest. If they’re dealing with similar issues, emphasising the learning could make your story more relevant.
Adding personal touches can make your stories more relatable. Swap generic phrases like "we faced challenges" for vivid moments - perhaps the tension in a boardroom or a flood of worried emails. These details help your audience see themselves in the story.
Including actual conversations can also create multiple connection points. Some listeners might relate to what a customer said, while others might identify with a team member’s response. This approach makes your story resonate with a more diverse audience.
It’s also smart to prepare different versions of your key stories. Have a detailed version for when there’s time to dive deep, a shorter one for quick moments, and variations that highlight different aspects - be it the human side, business outcomes, or lessons learned. This way, you’re ready to adapt based on the situation.
"When a story is crafted with care and shared with purpose, it creates space for others to reflect, relate and respond." - Patricio Larrea, Chief Growth Officer of The Humphrey Group
Next, consider how to tailor these adaptable stories to resonate with a UK audience.
Tailoring Stories for UK Audiences
Once you’ve mastered flexible storytelling, adding a UK-specific touch makes it even more engaging. British workplace culture often values subtlety, humour, and authenticity - qualities that can make your stories feel more relatable.
Start by choosing language that fits your audience. Phrases like "pivoting strategy" might appeal to younger professionals, while "changing course" could feel more natural to others. Regional differences matter too - what works in London might need a tweak for audiences in Manchester or Edinburgh.
Incorporate shared experiences that resonate. For example, you might reference the challenges of hybrid working, the collective memory of lockdowns, or even use the British love of queueing as a metaphor for fairness and process. These details create an instant connection.
"Stories serve as vessels for cultural heritage, preserving traditions, customs, and values passed down through generations. They also provide a sense of identity and belonging."
Addressing specific challenges faced by UK organisations - like navigating post-Brexit transitions or adapting to new employment laws - shows you understand their reality. This adds depth to your message and strengthens its impact.
Lastly, keep in mind the British preference for modesty. Frame success stories in a way that highlights team effort or external factors rather than personal brilliance. This approach not only feels more authentic but also builds credibility with your audience.
Adapting in Real Time
The heart of adaptable storytelling lies in reading your audience and responding on the spot. Look for cues - are they leaning forward, nodding, or checking their phones? If you see puzzled faces, clarify your point. If they’re smiling and engaged, expand on that part of the story.
Encourage interaction by inviting questions or sharing quick anecdotes to recapture attention. For instance, you could pause and ask, "Has anyone faced something similar?" or "What would you have done in this situation?" These moments not only re-engage your audience but also make the story feel more interactive.
If you’re hit with an unexpected question, take a moment to rephrase it for clarity before responding. And if you don’t know the answer, it’s okay to admit it. Saying something like, "That’s a great point. I’ll follow up with you after the session", shows honesty and a commitment to accuracy.
"It's okay to admit if you don't know something. You could say, 'That's an interesting point. I don't have the answer right now, but I can follow up with you after the session.' This shows honesty and a commitment to providing accurate information." - Nova
After key presentations or meetings, seek feedback on how your stories landed. Did they connect as intended? Were there any questions or concerns? This reflection helps you refine your approach and ensure your stories continue to resonate.
The goal isn’t to create a flawless, unchanging story. Instead, focus on crafting narratives that can shift and grow while staying true to their core message. This adaptability ensures your communication remains effective and fosters the genuine connections that drive results.
Learning and Improving Your Communication
Refining your communication skills is an ongoing journey, much like crafting a good story or holding a meaningful conversation. It’s not just about getting the message out but about ensuring it resonates and drives action. Effective leaders understand this and actively seek ways to sharpen their communication through thoughtful evaluation and real-time feedback.
Measuring What Matters in UK Workplaces
To gauge the success of your communication, you first need a clear objective. Are you aiming to boost engagement with company updates, improve understanding of new policies, or encourage action on a strategic initiative? Whatever the goal, focus on outcomes rather than just activity.
For example, if you’re rolling out a new flexible working policy, don’t stop at tracking email open rates. Instead, monitor how well employees understand the policy and whether they’re adopting it. Look at behaviours, sentiment, and dialogue following your communications.
"Don't measure everything. Measure what matters." - Abhijit Shanker, founder of ZEducatr
Employee surveys remain a powerful tool for gathering insights. Ask targeted questions about clarity, frequency, relevance, and overall impact. However, don’t rely solely on numbers. Pay attention to qualitative feedback from everyday conversations. Sometimes, the words people use to discuss your communications can reveal more than survey results.
When tracking engagement, focus on metrics that align with your business goals. These might include participation rates in initiatives, fewer HR queries about new policies, or quicker project delivery after clear briefings. If you use internal communication platforms, metrics like read rates and click-throughs can be helpful, but dig deeper. Look for patterns in how employees apply the information.
"If you don't measure, you're not being strategic. You're flying by the seat of your pants. Don't take numbers at face value. Be curious." - Kimberley-Marie Sklinar, communications manager at AutoProtect Group
Summarising your findings monthly can help secure buy-in for necessary changes.
Learning from Wins and Missteps
Both successes and failures in communication offer valuable lessons. The challenge lies in fostering an environment where people feel safe sharing honest feedback about what didn’t work, as well as celebrating what did.
Interestingly, nearly 60% of employees want feedback at least weekly, with that figure rising to 72% for those under 30. This appetite for feedback is an opportunity. Regular check-ins about communication effectiveness not only improve your strategy but also show employees that their input matters. Companies that consistently provide feedback have seen a 14.9% reduction in employee turnover.
Analyse what worked well, whether it was the timing, tone, or choice of channel, and document these insights for future use. Equally, when things go wrong, avoid defensiveness. Use tools like the Situation-Behaviour-Impact model to focus on the facts. What was the context? What behaviours or reactions did you observe? How did this impact your goals? This method keeps the analysis objective and actionable.
Don’t overlook informal feedback. Casual conversations in the break room, comments during meetings, or even jokes about your communication efforts can provide a goldmine of insights into how your messages are being received.
"My strong belief is any survey provides an indication of where you should start to investigate." - Christopher Flores, formerly head of corporate communications and CEO office at BICS
Embedding Improvement into Everyday Practice
Improving communication isn’t a one-off exercise; it’s a continuous process that requires commitment and the right mindset. Leaders set the tone by actively seeking feedback and showing they’re willing to adapt based on what they hear.
Offer multiple channels for feedback to ensure everyone feels comfortable sharing their thoughts. Some may prefer speaking up in team meetings, while others might opt for anonymous surveys or one-on-one conversations. The goal is to make feedback easy and accessible.
"You're not perfect, I'm not perfect, none of us are. For someone to take your feedback to heart, you must be willing to hear their feedback for you." - Steve Heroux, Vistage speaker and founder/CEO of The Sales Collective
Regularly review your communication processes. At least quarterly, assess how well your channels, timing, and messaging are working. Include input from across the organisation to get a well-rounded perspective.
Investing in feedback training for your team can also pay dividends. It builds a foundation for ongoing improvement and helps employees feel more at ease sharing their thoughts about communication.
Without feedback, around 40% of employees disengage. By making communication improvement a visible and ongoing effort, you show that you value their input. This approach shifts communication from being something you impose on people to something you create with them.
The best leaders see every communication as an opportunity to learn. They observe how their messages land, gather feedback quickly, and use those insights to refine their next interaction. This mindset ensures that communication remains effective and evolves alongside the organisation’s needs.
Conclusion: Leading with Flexibility and Honesty
Effective communication thrives on flexibility, reflecting the intricate nature of human behaviour. As we've seen throughout this discussion, working with people often involves navigating complex and unpredictable reactions.
Research shows that companies led by decisive individuals are 4.2 times more likely to maintain organisational health. However, decisiveness must go hand in hand with adaptability. Leaders in the UK understand that an initial communication plan serves as a foundation, not a fixed blueprint. This highlights the importance of continuously refining approaches to meet evolving needs.
Being flexible doesn’t mean discarding structure; it’s about creating strategies that can adapt without falling apart. Successful leadership strikes a balance between well-thought-out planning and fostering a culture that embraces change.
There are three guiding principles at the heart of this approach:
✓ Communicate often with honesty, transparency, and empathy.
✓ Encourage open dialogue by actively seeking input and tailoring leadership styles to suit team dynamics.
✓ Embrace mistakes as learning opportunities, recognising that errors are part of growth.
"Trust is the coin of the realm. When trust was in the room, whatever room that was - the family room, the schoolroom, the coach's room, the office room, the government room, or the military room - good things happened. When trust was not in the room, good things did not happen. Everything else is details." - George P. Shultz
On the flip side, poor communication can have serious consequences. It’s not just about missed project goals - morale across an organisation can take a hit. Leaders who demonstrate resilience and adaptability help their teams navigate challenges, cultivating a workplace that values agility and responsiveness. They understand that decisions should be revisited and refined as circumstances change.
The aim isn’t flawless planning; it’s about acting with confidence and being ready to adjust based on feedback. This brings us back to the importance of fostering adaptive communication at every level of an organisation.
With only 23% of employees feeling engaged and just 46% having a clear understanding of their responsibilities, leaders who master flexible and honest communication stand out. They create environments where people feel valued, understood, and motivated to excel.
Ultimately, successful strategies are those that evolve to meet real-world challenges. The real test isn’t whether your plans will hold up in practice - it’s how quickly you can adapt when they don’t.
FAQs
How can leaders adapt communication strategies to connect with different regions across the UK?
To engage effectively across the UK, it's important for leaders to recognise and respect the distinct identities and traditions of its regions. Communication styles in Scotland, Wales, Northern Ireland, and England can differ greatly, so adjusting your approach to reflect local values is key.
British audiences tend to value subtlety, humour, and sincerity in messaging. Overly direct or exaggerated tones can feel disingenuous, so it's better to aim for straightforward, relatable communication that resonates with the UK's often reserved and occasionally sceptical outlook.
One-size-fits-all messaging won't cut it here. Work with local media, adjust your language and tone to suit each region, and make sure your strategy acknowledges the unique character of the area you're addressing. This approach not only builds trust but also strengthens connections with your audience.
How can organisations create a culture of open communication and feedback in a hybrid workplace?
To cultivate an environment where open communication thrives in a hybrid workplace, organisations must emphasise clear and consistent communication across all teams. It's crucial to create a space where respectful dialogue is not just encouraged but becomes the norm, ensuring every employee feels heard and valued - whether they're working remotely or on-site.
Scheduling regular check-ins and providing platforms for employees to share their thoughts openly can make a big difference. Listening actively to their concerns and taking their input into account when shaping workplace policies shows that their voices matter. By promoting inclusivity and collaboration, organisations can build trust and strengthen engagement, effectively narrowing the divide between virtual and in-person teams.
How can storytelling improve communication strategies to connect with diverse audiences?
Storytelling is an effective way to elevate communication efforts, as it encourages empathy, builds emotional bonds, and makes messages easier to connect with. By crafting narratives that highlight varied perspectives and reflect cultural subtleties, your communication can strike a chord with a broad audience.
To create a stronger impact, focus on telling genuine, inclusive stories that mirror real-life experiences. Bringing together a diverse team of storytellers can introduce fresh perspectives, ensuring your messages resonate authentically with different communities. This not only enhances your communication strategy but also helps nurture trust and meaningful engagement across diverse groups.