How to Know If Your Organisation's Message is Landing (Or Just Noise)

Is your organisation's communication driving action or just adding to the noise? Here's how to tell:

• Effective messages inspire action. They align teams, save resources, and build trust.
• Failures create confusion. Miscommunication leads to wasted effort, stalled changes, and diminished trust.
• Key to success: Focus on clarity, relevance, and engagement.

Quick Checklist:

• Define success: What do you want people to do after hearing your message?
• Simplify: Is your message clear and easy to repeat?
• Engage: Are you listening and acting on feedback?
• Measure impact: Look beyond metrics - are behaviours changing?
• Refine: Test, adjust, and improve based on results.

Bottom Line: Communication isn't just about talking - it's about connecting. Speak clearly, listen actively, and ensure your message drives real results.

4 Ways to Improve Communication Within Your Organization

Why Messages Miss Their Mark

When organisational messages fail to resonate, it's rarely due to a single issue. Leaders often struggle to see how their message is received, as their proximity to the content can cloud their perspective. Here’s a closer look at why this happens.

More Words Don’t Always Help

During uncertain times, saying too much can lead to 'message fatigue', where the core message gets lost in the noise. Overloading communication with unnecessary details can obscure the main points. Effective communication isn’t just about sharing information - it’s about clearly articulating why the message or change matters.

Ignoring "Why Should I Care?"

Messages often fail because they don’t address the listener’s key concern: "What’s in it for me?" To make an impact, a message needs to connect with business goals, align with personal priorities, and provide clear next steps. Being transparent about uncertainties and addressing gaps as they arise can also foster trust over time.

Talking Without Listening

Many organisations rely on one-way communication, mistaking the volume of messages sent for engagement. True engagement isn’t about broadcasting - it’s about sparking conversations. This means actively listening, responding to feedback in meaningful ways, and following through on promises.

Effective communicators don’t just give orders; they show commitment by aligning their actions with their words. Moving from a broadcast approach to genuine dialogue involves recognising people’s choices and respecting their input. This two-way interaction builds trust through open and honest exchanges, rather than one-sided communication.

The Difference Between Impact and Noise

Impact simplifies and drives action; noise distracts and creates unnecessary work. To craft messages that truly resonate, it's important to distinguish impactful communication from meaningless noise.

Link to Business Results

Start by asking yourself: does this communication lead to measurable business outcomes? Messages that drive change are tied to clear goals. It's not about how many emails or presentations you deliver but about how your message influences decisions, sets priorities, or advances key initiatives.

Before speaking, define what success looks like. Every message should have a purpose - whether that's shaping a strategy, solving a problem, or inspiring action. Focus on the results, not the volume of communication.

Keep It Clear and Direct

Simplicity wins over complexity. If your message is clear, people can repeat it without losing its meaning. They’ll understand not only what needs to happen but also why it’s important.

Strong messages:

• Focus on what matters most to the audience.
• Use straightforward language that’s easy to grasp.
• Clearly outline the next steps.

When people understand your message, they’re more likely to trust it and act on it.

Build Two-Way Trust

Effective communication is as much about listening as it is about speaking. People need to feel heard and know their input matters. Create real opportunities for dialogue and show you’re committed to their concerns.

Trust grows when leaders:

• Acknowledge challenges and uncertainties.
• Show they understand the real-world effects of decisions.
• Follow through on promises.
• Act on feedback.

The difference between impact and noise often lies in connection. Impactful communication brings people together around shared goals and values, while noise causes confusion or division. When your message unites rather than separates, you’ll know it’s making a difference.

5 Ways to Check If Your Message Works

Making sure your message delivers the intended results takes more than just sending it out. These practical steps can help you see if your communication is hitting the mark.

Define Success from the Start

Before sharing your message, set clear, measurable goals. What do you want your audience to understand and do after hearing it? Make sure these goals align with your broader business objectives.

Focus on Actions, Not Just Metrics

Once you've clarified your goals, pay attention to actual behaviours rather than just numbers. Metrics like email open rates or attendance can be helpful, but they don't tell the full story. Instead, look for:

• Shifts in decision-making and priorities.
• Adoption of new methods or processes.
• Unprompted sharing of your key points in conversations.

Everyday interactions and team discussions often reveal more than data alone.

Ask Straightforward Questions

Create feedback loops with direct, targeted questions to gauge understanding and alignment:

• "What do you think are our top three priorities right now?"
• "How would you explain our current direction to a new team member?"
• "What’s unclear about the next steps?"

"Acknowledging what you don't yet know builds trust. Filling the gaps as they emerge will strengthen that trust as time goes on." – Kirsten Lees

Test on a Small Scale First

Run a pilot with a smaller group to identify potential issues. Look for:

• Repeated questions or areas of confusion.
• Parts of the message that resonate most strongly.
• Misinterpretations or unexpected concerns.

This early feedback helps fine-tune your message for broader communication.

Keep an Eye on Long-Term Impact

The real test of a message is how well it holds up over time. Watch for:

• Repetition of key points in discussions.
• Integration of the message into daily work.
• Lasting changes in behaviour.
• Improved collaboration and team dynamics.

"Leaders must speak with empathy for the full weight of what they are asking people to sacrifice." – Kirsten Lees

Hard Data vs Human Feedback

Numbers tell you how far your message travels; human feedback tells you if it truly hits home. To measure whether your communication is effective, you need both quantitative metrics and qualitative insights. Each serves a unique role, and together, they provide a fuller picture of your message's impact.

Hard data focuses on reach and surface-level engagement. Metrics like email open rates, intranet visits, or survey completions give you a snapshot of activity. But high numbers alone don’t guarantee understanding or readiness to act.

Human feedback, on the other hand, digs deeper. It uncovers gaps in understanding, emotional responses, and potential barriers. When you're asking teams to embrace major changes or make sacrifices, these insights are critical.

Choosing the Right Measurement Tool

Here’s a quick comparison to help you decide when to use each approach:

"Quantitative metrics are useful for understanding the breadth of a challenge and measuring progress, such as 'flatten the curve' and vaccination targets"

The best results come from combining both methods. Use hard data to track overall progress, and human feedback to assess the quality of that progress. Together, they ensure you're not just reaching people but truly connecting with them.

"Qualitative feedback, such as stories and expressions of empathy, are important when asking people to make sacrifices or change their behavior"

When your message involves major shifts or asks for significant effort, prioritise direct feedback. High engagement metrics might look good, but only conversations can confirm if your audience understands and supports your goals.

Next Steps: From Insight to Action

Once you've gathered solid data and feedback from your audience, it's time to use that information to refine your message, make it more effective, and improve communication.

3 Paths Forward: Keep, Adjust, or Change

Make your choice based on the evidence you’ve collected. Then, focus on listening to your audience to create genuine engagement.

The Bottom Line: Lead by Listening

Effective communication isn’t just about delivering a flawless message - it’s about fostering trust through meaningful dialogue. Your message should resonate with your audience by showing empathy, being responsive, and offering clarity.

To create strong messages, leaders should:

• Address concerns with understanding and care
• Offer clear options and empower people to take action
• Set realistic goals supported by actionable plans

"In times of uncertainty - let's say, a global pandemic - communication moves beyond the messaging pipeline and becomes an act of leadership. You are asking people to change everything about their daily lives, they need to know why, why it matters to them - and to believe you when you say that it matters." - Kirsten Lees

When people feel listened to and empowered, they are more likely to connect with your message and act on it. The key to success lies in turning your insights into meaningful actions that meet your audience’s expectations.

FAQs

How can I tell if my organisation’s message is resonating or just adding to the noise?

To ensure your organisation’s message resonates, focus on clarity and connection. Start by making the big picture - your goals, strategies, and values - crystal clear to everyone. Show how different initiatives link together so people understand how they contribute to the whole.

Create feedback loops to check if your message is landing as intended. Listen actively and adjust based on what you hear. Finally, simplify. Too many messages can overwhelm your audience. Prioritise what truly matters, and let that lead the conversation.

How can we tell if our communication is making an impact or just adding to the noise?

To go beyond numbers, combine quantitative and qualitative approaches. Metrics can show reach, but real impact lies in understanding perceptions.

Gather feedback directly through pulse surveys, employee interviews, or focus groups. These reveal how your message resonates and whether it drives the desired action.

Additionally, conduct regular audits to spot gaps in clarity or alignment. Listening to sentiment - what people say and how they say it - can offer invaluable insight into whether your communication is cutting through or falling flat.

How can we build a feedback loop that truly listens to and acts on employee input?

To create a feedback loop that works, you need a system that encourages input, processes it effectively, and shows employees their voices matter. Start by making it easy for employees to share their thoughts - whether through surveys, meetings, or an accessible platform. Ensure feedback reaches the right people quickly and is reviewed in a timely manner.

The key is closing the loop. Let employees know what action was taken and why. Even if an idea isn’t implemented, explaining the decision builds trust and shows their input is valued. It’s not about acting on every idea - it's about showing employees they’re heard.

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