The Purpose of Communication

The purpose of any communication falls into one of two categories: to inform or call to action.  When people talk to each other, it is either to share information or to ask someone to do something.  When there is a call to action, it can either be through a direct request or it can be implied. 

For example, if you are in a relationship and your significant other says, “I’m thirsty,” are they telling you this just so that you can be aware of that information, or do they want you to get them a drink?  Chances are they want your assistance.

In business, communicating to inform and call to action are ongoing activities that are not always clearly separated.  If an employee shares a story with you about a problem they are having, do they want you to be aware of the problem or do they want you to do something about it?

As you communicate with your employees, they are faced with the same challenge of determining what you want them to understand or do.  The best way to clear up that ambiguity is to start by being clear about your own intentions.

When talking with an employee, what is your purpose?  Is your goal to inform or call to action?  Do you want them to understand something, do something, or both?  Notifying someone of a policy change, for example, is likely to be driven by the need for them to be aware of the change (inform) as well as to incorporate that information into future behavior (call to action).

Identifying whether your goal is to inform or call to action helps you determine if buy-in has been established.  You might ask yourself, “Has the other person bought-into what I want them to understand or what I want them to do?”  If not, you can ask, “What else can I do to create understanding and agreement?”