We all know that two-way communication is better than one-way, but why is that the case and how exactly does it make a difference? Angela Sinickas mines her survey database to find those differences and some answers.
Most communicators agree on the importance of face-to-face communication in changing attitudes and behaviors. But many disagree on whether the team-briefing “cascade” of information from senior management to the lowest-level employee is the most effective way to impart knowledge. The best way to find out, says Angela Sinickas, is to use research.
In 1992 I wrote an article explaining that the many research studies “proving” that supervisors are employees’ most preferred source of information on all business topics are wrong. Twelve years later, I find that too many communicators and their executives still don’t realize this.