LONDON — As part of the course that I am have been asked to give in Kuala Lumpur later this month, one of the participants sent in this question:
Q: Will you be covering the topic on top-down and down-up internal communications?
In responding to the question I realised that the answer may have a more generalist interest. So I thought I would repeat it here.
My answer read something like this:
It is part of my introduction and it runs through the entire two days.
I believe that ‘communication’ needs to be a conversation. That means at least two parties exchanging information. That is what separates internal communications from advertising or public relations — the messages and delivery changes according to the audience, the content, the context, etc. And it it is why it is sometimes much harder to do internal communications than to do other corporate communications. You need to get managers and leaders to talk AND listen AND think AND adapt AND respond.
And in light of that, top-down and bottom-up, both have their times and uses.
What do you think?