I hear from our ID Card Facility two or three times a week. Unfortunately, it’s only from the consistent e-mail alerts that they are going to be closed during times they’re supposed to be open.
I would actually trust them more if I heard from them less.
When the only thing you hear about an organization is disappointing news or sub-par performance, people will lose trust in and respect for that organization.
Clear, honest communication can help provide background and reinforce your values, but the solution to the problem isn’t communication; it’s action.
As an audience member, I don’t need the ID Card Facility to start communicating more, or highlighting all the times they are open, because they want to balance out their multiple “we’re closed” notifications. That’s just more noise.
I need the ID Card Facility to stop closing.
As communication advisers, we are in a position to show leaders what our audiences are hearing, and how we lose credibility when they only hear things contrary to the organization’s purpose. As communication advisers, we can tell commanders which actions must happen so we can communicate differently.
When the ID Card Facility is closed. When we harm or lose trust with the local population. When service members or families are unhappy. When targets are missed or territory lost. When we crash vehicles, lose equipment, break airplanes or run ships aground. When the DFAC is out of eggs. When you’re tired.
You can’t communicate your way out of reality. Fix reality.
If you want people to trust and rely on the ID Card Facility, make sure those people aren’t constantly hearing that the ID Card Facility is closed … by keeping the ID Card Facility open.
If you can’t do that, accept your lost credibility and do what you can.
(Photo by Sgt. Shane Smith, DVIDS)
