Communication Cancer

First Published In: Professional Marketing Magazine Date: September 2005 Author: Karl Treacher

Lazy, opinionated, ignorant and outspoken. Unfortunately in this country we often find people with these characteristics: behind the desk in senior management, behind the desk on a current affairs program or even behind your own desk. And no, don't turn around.

Western society's preference for communicating from a negative standpoint is now endemic. Our Baby Boomers are largely responsible for much of this, due to their experience learning behaviours and attitudes from parents who actually had something legitimate to complain about.

So why do people feel compelled to share stories of woe? What implications does this have for an organisation's culture and the customers that come in contact with that company or brand?

Why do we do it?
We all do it from time to time, some do it all the time. The reasons why some people enjoy communicating from a negative perspective are complex and varied, however some common elements can be found.

Most people are prone to taking the easiest road possible. Finding something that is suboptimal in most environments is a very easy task. By doing this, some people find a point of conversation that can easily be shared with those around.

Many people also believe that by identifying fault, they appear more powerful. The notion of sharing positive and uplifting thoughts for many reflects a soft or weak side of their character. The truth is, that sharing positivity requires great personal strength and a well-developed self esteem.

The final common reason why some people feel they need to share tales and issues related to misfortune is that we are, as Westerners, largely unskilled in abundance thinking and are subjected to a fear-based mentality through our media. This being the case, many of us have never actually known anything else.

What's wrong with a harmless whinge in the workplace?
Customers and internal staff alike will suffer if negative communication is alive inside any organisation. A negative frame of mind is not just a personal curseŅit can also prevent a collective team from identifying and converting opportunities. Imagine wanting to face new challenges if all you can see is the potential pitfalls and risks.

Customers and workmates alike sense attitude and energy. Just as customers don't trust slick sales people because of their lack of authenticity, customers also look to share excitement about their buying decisions with genuine, uplifted people.

From an internal perspective, the development of unhealthy communication patterns can decrease performance and alter an organisation's culture. The most common signal of unhealthy communication within the workplace is passive aggression. Most people don't enjoy conflict, so instead of holding open discussion with others, many prefer to simply provide commentary about issues behind the scenes.

By sharing our gripes with others we never personally develop the skills required to process issues and move forward.

How can we avoid the negative communication trap?
Before a person can implement change strategies, they must first want to change. The following suggestions can either be read and forgotten or read and scripted as a basis for personal change.

1. Become aware. Catch yourself as you fall into negative space. You will very quickly become cognisant of your mental state as you begin communicating from a negative standpoint.

2. Ask outcome questions. By asking the question "what am I trying to achieve by discussing the darker sides of an issue or environment?" you will soon realise that most of our negative communication leads to unfavourable outcomes, or none at all.

4. Go the hard yards... with yourself. Your need to communicate about negative issues also often reflects an undeveloped relationship with yourself. By becoming more centred in yourself, you will find a balance in life.

5. Share your own conviction towards positivity. There is no better way to cement attitudinal change than to become a proactive advocate.

6. Refuse to share. Confront those around you who are unknowingly looking to pass on the negative communication disease.

7. Go to the source. If you have an issue with an individual, approach them directly with a proposed solution in hand. Too often people stay focused on the problem and expect others to come up with a resolution. Take the work out of it for others and clearly articulate what you want.

What does this mean for the marketing department?
Marketing is often positioned as the life element of an organisation, a company's communication with the outside world. Because of this, the people that make up the department are by association attitudinal role models for the rest of the organisation.

Similarly, customers look for the feel and vibe that radiates from an organisation through marketing communication. Those of us who operate from a negative place often convey our attitudes subliminally through our interaction with our market.

In conclusion, we live and work in complex environments. Regardless of the weather, office politics or even commercial circumstancesŅif your glass is half empty, then stop telling others about it and go fill it up.