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September 2009
Why No News is Not Good News…
The Need to Over-Communicate in Difficult Times
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On the surface, it seems like such a no-brainer. We
need to err on the side of over-communication when
uncertainty and stress levels for many firms are sky
high. So why is it that I and my A/E Advisor consulting
colleagues hear so many stories about a lack of
communication from the top down — often in
the firms that are struggling the most?
Is this attributable to the weak communication skills of
some industry leaders? A belief that staff are so deep
in the trenches that they don't have time or don't value
frequent updates from the "front"? An unfounded,
"bury-your-head-in-the-sand" feeling that everyone is
doing just fine? Whatever the reason, information-
sharing within firms has not, and never will be,
optional in an industry that sells knowledge and
expertise to clients and seeks to retain this expertise
as long as possible.
In the A/E/C industry, useful information can take many
forms, including:
- A candid, pragmatic assessment of how
competitive many markets have become, along with
go/no-go and pre-positioning advice for today's harsh
climate. (For example, I'm hearing stories of 400 firms
submitting for a fairly small higher education
renovation project.)
- An update on implementation of the firm's
strategic or marketing/business development (BD)
plan
- Announcement of new project wins
- Useful tools and tips for PMs to enhance
efficiency
- Market or competitive intelligence that can aid
the BD process
- Anecdotes of employees going the extra mile
for the firm or a client
- A candid, conservative estimate for the firm's
near-term financial outlook
- Robust rationale for why an employee benefit
has been watered down or eliminated
Two firms that have recognized the vital role that
internal communication plays in boosting morale and
embodying the firm's mission and vision are
LandDesign (Charlotte, NC) and S E A
Consultants (Cambridge, MA).
LandDesign, a 120-person landscape architecture,
land planning, and civil engineering firm, has been hit
hard by the bust in private sector land development.
Having weathered layoffs and salary reductions, the
firm's leadership launched two initiatives to enhance
internal communication and boost employee morale:
"fireside" chats with staff to field questions, address
concerns, and share information, as well as a timely
"Good News Now Newsletter." Newsletter content is
compiled from partner, principal, and staff input on all
the "good things" going on in the firm.
LandDesign President Dale Stewart says that as the
recession deepened, whenever firm leadership
gathered the troops, they expected a layoff
announcement. "The idea was to create more
opportunities for staff to gain information about the
firm's status that's not directly associated with layoffs,"
adds Stewart.
Regarding the "Good News Newsletters," Stewart says
that the response has been very favorable. "Several
years ago, we made a run at a monthly company
newsletter, but with dismal results. The staff person in
charge eventually became frustrated with the task as a
result of lack of participation." This time around,
LandDesign's approach is much different, and the
timing is directly related to the volume of good news,
not an arbitrary end-of-month deadline. In addition to
highlighting new projects under contract, the
newsletter also includes a summary of genuine
prospective work being pursued, as well as personal
tidbits such as family additions, new LEED certified
staff members, industry awards, and other good news.
Of course, the need for robust internal (and external)
communication is not limited to firms that are
struggling and have experienced staff and/or benefits
reductions. Many firms with strong, proactive,
articulate leaders are the choir to whom I'm preaching.
One such firm is SEA Consultants, a 200-person
engineering/architectural and environmental sciences
firm.
"Our philosophy is to constantly look for multiple ways
to reinforce the firm's philosophy of 'one company' and
that we're all owners in the firm. With that mindset, no
one should feel that they're in the dark concerning our
financial well being," says Tony Zuena, president and
CEO. "We publish a monthly internal newsletter that
includes my message of how we're doing against our
annual financial goals and strategic plan
implementation; announcements of new business;
new hires and employee anniversaries with the
company; and an individual employee profile. We also
hold a quarterly all-company video conference where
we present news on the state of the company
sprinkled with 'S E A Trivia and Fun Facts,' with prizes
for the winners," says Zuena.
What creative tools is your firm employing to
reduce
uncertainty, boost morale, or convey vital business
information? I'd like to hear them, so please call
(508-
276-1101) or e-mail
me.
Thanks for your time,
Rich
P.S. Check out my latest
business
development tips.
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American Institute of Architects (AIA) Kansas
Annual Conference (Overland Park Convention
Center, Overland Park, KS)
Richard Friedman presents:
"The Power of 'We': Engaging Architects in Business
Development" and
"Business Development Tips: the Cliffs Notes Version
of BD"
September 24–25, 2009
For more information, visit www.aiaks.org
Society for Marketing Professional Services
(SMPS) Kansas City Chapter (Brio Restaurant,
Kansas City, MO)
Richard Friedman presents:
"10 Keys to Institutionalizing a Business Development
Culture"
September 22, 2009
For more information, visit www.smpskc.org
Society for Marketing Professional Services
(SMPS) Wichita Chapter (Envision Building, Wichita,
KS)
Richard Friedman presents:
"Marketing Planning and Budgeting: for Good Times
and Bad" and "The Death of 'Old School' Business
Development: What Your Future Leaders Need to
Know"
September 29, 2009
For more information, visit www.smpswichita.org
2010 A/E Advisors Fourth-Annual CEO Forum
(Westin Diplomat, Hollywood, FL)
Including keynote
speakers:
Michael Rogers, author, journalist, and
futurist: "Refocus and Recover: Prospects for the Next
Decade"
Steven Einhorn, FAIA, founder of award-
winning architecture firm Einhorn Yaffee Prescott and
affiliate EYP Mission Critical Facilities: "When a Vision
Encounters the Unforeseen — Turnaround
Growth Strategies"
March 17–19, 2010
For more information, visit www.ae-advisors.com
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