A survey by PwC found that 67% of South African business leaders believe poor
communication is their main source of costly misunderstandings. The fix isn’t more
meetings or lengthy emails—it’s a deliberate, periodic audit of how your company talks
to itself and the outside world. Start by picking a recent external announcement—maybe a
major product launch, merger, or year-end results—and collect every way it was
delivered: press releases, staff bulletins, client newsletters, and social media
posts.
Next, assemble a cross-departmental team to review the messaging. Give
each member 20 minutes independently to summarize the core message. Then compare notes.
If interpretation varies widely, it’s a signal that your communication is getting
diluted by layers of review or unnecessary jargon. Identify phrases or terms that
returned multiple definitions. Commit to replacing or clarifying them. For messages
aimed at external partners, explicitly list what actions you expect readers to
take—don’t assume intentions are obvious.
Conduct short, focused interviews with three groups: staff, middle management, and at
least one strategic partner. Ask a single question: "What are the company’s top two
priorities based on recent communications?" Compare responses. If the answers align,
your messaging is clear. If not, pinpoint where each group diverged, then trace back to
possible missteps in the communication chain. Sometimes just switching from email to a
team call for sensitive topics improves speed and alignment.
After each
audit, schedule a thirty-minute team debrief to review findings and agree on two
improvements: one for internal, one for external messaging. Give a single owner
responsibility for the next round. Document what worked and what still needs polish,
building a practical knowledge base for future communications. Sharing these audit
insights regularly creates a feedback loop and fosters trust at every level—your
partners and staff will notice.
Edelman’s research also points out that repeated errors in communication erode trust
faster than any single misstep. To counteract this, consider quarterly communication
audits as part of your company’s rhythm, not a one-off fix. Publish a summary of each
audit, noting not just what will change, but what’s staying because it works.
Transparency here reassures stakeholders and establishes a culture of continuous
improvement.
Make these practices a staple in your board meetings: schedule
communication audits, review summaries, and keep open lines for internal feedback. Start
by auditing your most recent announcement today—you’ll gain insight and prevent problems
before they surface. Results may vary.
