Those that control (or are engaged in) the communication distribution channels have power.

Power as I define it is the “ability to get something done”.

It’s why presidents, politicians and rich business people buy newspapers. It’s why armies of social media peeps and ex-journalists are brought in to run political campaigns, or clear up bad news, or influence elections through communication channels.

Owning a distribution channel gives you power.

You can choose what gets published and where, and how often. You can exclude information, or ban people, or run campaigns to influence decisions.

It’s why social media is so powerful for previously unheard voices. Social media platforms give everyone the opportunity to have a distribution channel, even if it comes with algorithms that control the feeds. (Who has the real power? The companies that own the real distribution).

We all have the power to influence now – and we have even more power if we control the mediums.


Distribution at work

This same principle is true in work.

You can gain power (the ability to get something done) if you control or play in the distribution of information. At work I’d like to think we aren’t sending out propaganda, mis-information and lies, but hey, I’ve seen it happen.

Being connected into the distribution channels at work (and owning your own messages) is a powerful lever to pull in the workplace.

With control, or access, to the information distribution channels you can take more control of your own team's narrative, you can influence, you can win hearts and minds. You can essentially run your own PR campaigns.

You can use the channels to provide clarity and alignment, so that the right action can take place. You can inform people about your work, customers insights, releases and upcoming events. You can bolster the company strategy and mission with well thought out communication.

If you can own, or play nicely in, the various communication distribution channels at work, you can influence and articulate your chapter in the business story. You can tell stories to provide clarity and alignment. You can connect with other people. You can share timely information that helps people do their jobs.

Communication Plan Ideas

One of the first things I do, and coach other managers to do, is build a solid, robust, accurate and well considered communication strategy.

It doesn't matter whether you're on the front lines of customer support, or building marketing campaigns, or leading a new technology, or shipping code - it's incredibly important to win hearts and minds, influence, inform and align the wider organisation.

This is done by understanding the distribution channels; internal chat, wikis, meetings, town halls, newsletters, podcast etc. Every company has internal communication channels and mediums. If one is missing - create a plan to create it. This is not just about broadcast channels and tech either, it's about being plugged in to in-person meetings, gatherings and social events too.

A communication plan allows you to connect, build relationships and listen too. This is not about broadcasting - this is about communication with the ultimate goal to provide clarity, and garner alignment.

What is written is considered the truth

Many leaders and managers like verbal updates, or ad-hoc conversations in meetings. They claim direction was heard because they said something in a meeting. They claim absolute clarity was transferred because they announced something at a town hall.

Unless it’s written down, clearly and accurately, the chances are many people didn’t hear anything (next point) or they took away some other meaning.

Keep talking and announcing verbally, but follow up with writing. A classic journalism lesson – what is written down is considered truth.

Write stuff down.

Even better – write stuff down and create compelling and clear visuals too. Visuals bring facts to life – and people can connect with visuals. Then put the artefact in a a system, like a wiki (or a PowerPoint if you must) – and ensure it’s written down.

The flip side of this is to be careful with information, ideas and non-approved details too. Don't write down and share information that is not entirely complete - it will be considered the truth....

Repeat multiple times. Repeat multiple times. Repeat multiple times

Repetition of communications is essential. Not too much that it sounds odd but enough to ensure that it reaches far and wide.

By repeating the messages (in different mediums if you can), you are ensuring everyone has heard it at least once. You are also re-enforcing the fact that this topic (strategy, direction, plan, decision) is important – because you keep talking about it.

People must decode the message

If you’ve ever seen me present, or taken part in the communication workshop, you will know that a core principle of communication is that other people must decode the message.

In other words, communication is not successful until the other person hears it, understands it and gives feedback that your message has achieved its purpose.

There's an article here on the different types of feedback.

If other people do not listen, acknowledge or act on the message, then you have not been successful in communicating.

It pays then to use something like DISC to appreciate that some people will want an emotional story to move into action, or even a vague direction of travel (they can work out the steps themselves).

Others will want a careful 1:2:1 chat so they can ask questions and test the plan. Some will want plans and details of their next steps. Some will want immediate action and results. And some will be in between all of this.

It’s never one size fits all – so it helps to create multiple messages using different mediums – and repeat, repeat, repeat. And of course, write something down.

Understand the distribution channels

Work out which channels exist in your organisation - and remember, these aren't just digital channels but meetings, gatherings, shows and tells, social events and the like.

Create a simple PR / Communication plan that outlines the channels, the audience, the purpose and the frequency you plan to use the channel. What sort of messages will you share, for whom and why? This is the basics of my communication course - all communication has a Purpose, Audience and Context.

A good communication plan has consistent, useful, purposeful, accurate and tailored communication activities.

Repeat information in different mediums, direct people to a simple but effective single place for documents, guides, releases, strategy etc. Remember, what is written is considered truth.

Schedule all of this in your calendar. Engage your team in this activity too. Train people on effective communication too.

In a sense you are building a PR plan that has goals, aims and measures of success along with an editorial calendar outlining the communication messages and mediums you plan to use.

This may seem overkill but trust me, when you own your narrative and can influence/inform/educate the wider business on what you do, why you do it etc, you are much better placed to align, clarify and garner support for the work you do.

A powerful lever

As a manager / leader you're always aiming towards a future state.

That could simply be the delivery of a project, or for those who adopt a more ambitious future, that could be a bright articulated picture of the future.

This future doesn't just happen. It won't magically appear by dreaming about it - you have to create this future.

To do so requires clarity over the future, acceptance of the current reality and the massive action needed to bridge the gap. This is almost entirely a PR and communication based activity to win hearts and minds, connect people emotionally to the vision and to move people into action.

The future belongs to those who can communicate about it.

Here are some resources to help you with this:

  1. How to paint a picture and release business agility
  2. How to build a strategy
  3. How to move people into action
  4. How to tell stories
  5. 11 Principle of Communication
  6. How to anticipate future(s)

The future simply won't just arrive. You could wait to discover the future but the chances are it won't be the future that you want. We must design and anticipate a bright future for the team, department or business - and then create it.

A communication plan is essential for every aspect of this journey. It's why it's one of the first things I encourage managers to do. A good solid communication strategy will also allows you to control your own narrative or story. This may seem silly but trust me, when things aren't going to plan, you will find, in some organisations, that other people try to tell your story for you. And that rarely ends well.

It will take time. You will get it wrong a few times.

But if you want power (as in the ability to get things done), then owning or contributing to distribution channels is a very powerful lever to pull.

I often describe effective communication behaviours as a superpower in the world of work. I truly believe it is. But, as with all super powers – please use them for good and not evil.

Owning a distribution channel (and contributing to any) can seed misinformation, lies, mistrust and anger if you’re not careful.

Equally, it can provide clarity, positive discourse and influence. Use it for good…please. If you do use the distribution for Evil, don’t tell anyone I helped you.