Several conversations with colleagues, mentors and the AHA Creative Strategies team recently inspired me to take on an interesting campaign. We’re calling it The AHA 100 Cups of Coffee Campaign. In a nutshell, I am aiming to meet 100 different individuals for a cup of coffee (or tea – we’re not sticklers for that detail) from July 1, 2016 to July 1, 2017.
There appears to be an unfortunate trend happening in how we communicate. It’s the “you’re wrong” approach, typically followed by “and I am right.” It is an incredibly ineffective, divisive approach to authentic and engaging communication, yet it is one that is growing – particularly when it comes to public discussion and discourse. The challenge is that once this type of approach becomes “normal” or typical, it bleeds into how we communicate in other ways.
The recent Canadian federal election and the upcoming U.S. presidential election appear to be key contributors to this fast-growing trend – as do many of the challenging social and political situations that we are facing in the world. Recently, on Facebook, I watched a discussion on something that Donald Trump, the Republican presidential nominee, said. And, the fact is, it really wasn’t a discussion – it was a series of smart, educated, caring people stating things like:
- “Americans are so stupid. Why can’t you see how evil he is?”
- “I can’t believe that people are dumb enough to be fooled by him.”
- “The U.S. is full of idiots and fools.”
In my experience, this isn’t the way to get someone to actually listen to you. If someone spoke to me in this way, I don’t think I would feel encouraged to have a respectful dialogue with them. And a respectful dialogue might lead to both of us learning something and opening our minds.
Now, this post isn’t about Trump, the U.S. election or any specific event or situation. It is about understanding a more strategic, respectful and inclusive approach to sharing an opinion, idea or ideology – even when you are passionate and truly believe that you are right. The declarations about Trump and the U.S. could have been about coffee (“I can’t believe you don’t drink coffee in the morning; you are stupid not to see how good it is.”) or anything else.
Many of our clients often have to put forward information that stakeholders don’t want to hear, might not agree with, or that just makes them feel frustrated or angry. In order to do this, it is always crucial to understand what it will feel like for the stakeholder (employee, partner, customer, etc.) to hear this news or information. It is important to listen to why they feel a certain way and what their perspective is – even if you don’t agree with it or understand it.
This is an active listening approach – where you actually listen to what is being said. The how, why and, often, what isn’t being said are important here too. It is why authentic public consultation has become an integral part of any large-scale change by both public and private sector organizations. Respectful, authentic engagement is at the heart of effective communications – and a solid, well-functioning society.
We have worked with countless clients on stakeholder communications, managing public consultation initiatives and organizational change, where engagement was key. Anytime we have experienced real challenges, we could trace a direct line back to the stakeholder group feeling unheard, disrespected or disconnected.
What happens when absolute and insulting statements, like the ones I saw on Facebook, are put forward? It pushes people farther away from finding any common ground, from working to understand the situation from a different perspective, and from engaging so that they can learn more. Unfortunately, it appears that we are losing sight of that, especially in the world of social media.
Author and communications professional Jim Hoggan has written a great book, I’m Right and You’re an Idiot: The Toxic State of Public Discourse and How to Clean it Up on this subject. I am about one-third of the way through the book and I think it’s worth a read for everyone – not just communications professionals.