IS YOUR COMMUNICATION BUILDING TRUST OR CREATING BARRIERS?

Kindness in regulatory communications

Collette Deschenes

Imagine you’ve missed the deadline for your annual renewal with a regulatory body. You receive an email informing you and the tone of the communication

Now imagine the same scenario except you receive the notification written in plain language, with an understanding tone, clearly outlining the steps you need to take to remedy the situation.

The difference in your response was likely significant. The first scenario, receiving a communication with a stern tone, may leave you anxious and defensive. The second scenario likely leaves you feeling more supported and compelled to address the situation.

This is one of many examples highlighting how regulatory communications can either build bridges or create barriers. The language, voice and tone we use can help cultivate a sense of support, openness, trust and transparency. On the other hand, it can create evoke the opposite reaction and lead to negative perceptions of the regulator.

Know your stakeholders

As a communications professional, one of the first things that comes up when crafting messaging that helps to build bridges is the principle of “knowing your audience.” This has been ingrained in me since my days in public relations school where they consistently emphasized this critical part of PR practice.

Within the context of regulatory communications, and particularly when we talk about kindness in your organization’s communications, we often need to think beyond target audiences. We’re typically communicating with individuals and groups who have a vested interest in and varying levels of influence over the regulator’s decisions, changes and policies. In this case, we want to “know your stakeholders.”

This starts with identifying your stakeholders but it’s critical to go deeper. Recognize that each group and individual will have their own perceptions and relationships with your organization. Aim to understand what they care about and what challenges they may be facing. Our team frequently supports regulatory bodies by auditing the organization’s communication using our regulatory lens and expertise. We thoroughly examine all communications and engage comprehensively with stakeholders to understand their needs and identify any gaps or challenges.

The audit is a foundational step as it provides crucial insights into stakeholder perceptions. This understanding is typically the starting point for ensuring that the regulator’s communication is strategic, aligned with their mandate and reflects kindness.

But this isn’t a one-time engagement effort. We also provide recommendations that encourage ongoing dia- logue with stakeholders – one that helps build trust and strengthens relationships over time.

Review your organization’s voice and tone

As we review communications, we closely examine the voice and tone of a regulatory body’s communication to identify any inconsistencies and ensure alignment with its mission, vision, and values. This review also helps to ensure the voice and tone is approachable, supportive and reflects kindness.

First, consider this: Does your organization have a cohesive voice? Your voice should be consistent across all communication and should align with your mission, vision, and values. For example, if your organization values transparency, your voice should always reflect this by being open and clear. This means that your communication will provide accessible information without jargon and aim to ensure that stakeholders understand your organization’s decisions, initiatives and policies.

Your tone adjusts based on the context of the communication. For example, the tone of a professional conduct communication will vary from a social media post highlighting your organization’s latest newsletter. Regardless of the context, the tone should convey a commitment to helping stakeholders, like registrants, navigate their responsibilities and challenges.

So how can you ensure your organization’s voice remains consistent, that the tone adapts appropriately, and that they both reflect kindness and empathy? After reviewing your organization’s communication and identifying gaps or inconsistencies, decide on the key characteristics of your voice. Use those characteristics to develop voice and tone guidelines to apply across all communications.

Remember that trust is built not only through what we say but also how we say it. How you communicate will either reinforce trust and build relationships with stakeholders or create barriers that can lead to confusion, frustration or disengagement. www.mdrstrategy.ca

Identifying stakeholder communication needs and creating consistent voice and tone principles are just two actionable ways to shift to kind, connection-driven communication. As you know, this shift takes time. It requires alignment and agreement on a unified approach across the organization. It’s never a one-time effort but it’s an effort that reinforces your organization’s commitment to regulatory excellence, continuous improvement and most of all, kindness.

Are you ready to enhance your regulatory communications?

MDR’s regulatory communications expertise can support your organization in building trust, improving stakeholder relationships, and achieving your communication goals.

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