Clinical communication

There's a creepy, clinical edge to how many people refer to employee communication. Anyone who has taken a PR diploma, attended an IABC conference or reads the trade publications serving our field knows what I'm talking about. Strategic internal communication is all about "changing behavior," "aligning the interests of employees and the enterprise," "securing buy-in," "increasing mindshare," or "leveraging human capital."

Yuck. Could we be more Orwellian than this? The term "internal propagandist" comes to mind.

And yet the spirit behind these icky terms is not a bad one -- everyone wants to do meaningful work and to make a difference. It so happens that employee communicators are in the business of influencing behavior and changing attitudes, even if it's in relatively benign ways like making sure people understand the latest changes to the benefits program or urging them to try not to waste money.

But I sure don't like the terminology. It doesn't reflect the changing values of our society, which is rebelling against the hierarchy and paternalism that defined the generation that, thank goodness, is on its way out. And it doesn't reflect how most internal communicators think about their role.

So, instead of influencing behavior, we earn trust and support. Instead of aligning interests, we listen and learn. Instead of leveraging human capital, we tell stories that help build strong internal communities. And instead of securing buy-in and increasing mindshare, we support positive change and start meaningful conversations.

This shift in language is not just turning unattractive words into cute ones. It represents a shift in attitude. It rejects a paradigm centered on clinical control, and recognizes the humanity of what we do.

Comments

[Evelyn]

Travis, just today I read about your bike run in the University of Delaware Messenger. I remembered you from my days at UofD and went to the weisbte hoping to find where you were on your route, only to find that you had completed your trip just a few weeks ago. Congratulations! You look pretty much the same except for the long hair! And exceptionally fit!I worked on The Review. And just to prove that I know you, I will reveal your first name. Grover. I will have fun reading about your journey and your life. The pics look great, and you have criss-crossed some areas where I lived and spent some time. I'm going to follow this up with a donation for MS awareness and wish you all the best. Pat Russell, former copy editor of The Review, now living in Nashville

[Mary]

Travis, I think you were our counselor at the U of D dunrig summer school there way back in 1970. I saw an item about your cross country ride in the U of D magazine. Hope the MS is not too uncomfortable for youI never did graduate from the U of D; I fooled around for a while, and then went into the Navy. Wound up spending 23 years in, and finished my bachelor's degree while in the service. I now work for Booz Allen Hamilton in the Baltimore/Wash DC area as a technical consultant. Married 38 years, 2 daughters, and three grandkids.So is Suellen the same Sue from way back then?All the best,Wyatte