Feature: Why Communication Matters More Than Ever

By Timothy A. Edward

This week, the world watched as diplomatic tensions flared between global powers, tech companies scrambled to explain controversial AI rollouts, and humanitarian organisations struggled to coordinate disaster relief across borders. In each of these cases, one theme stood out: communication - or the lack of it - can make or break outcomes. As artificial intelligence continues to reshape industries and societies, the human ability to communicate clearly, empathetically, and strategically becomes not just valuable, but vital. In the business world especially, communication is the bridge between vision and execution, between resistance and transformation.

Communication in a Rapidly Changing Business Landscape

In an era increasingly influenced by artificial intelligence, communication has become a cornerstone of successful business operations. Organisations must consistently articulate their vision, strategy, and goals to navigate both internal dynamics and external disruptions. Whether it is adapting to market shifts, integrating new technologies, or responding to global events, clear communication ensures alignment and resilience.

Understanding Resistance to Change

Change often triggers discomfort. Employees may resist due to past negative experiences, fear of the unknown, or concern over losing cherished traditions. Complacency also plays a role - many adopt a “why change when everything is fine” mindset. Common objections include: “This isn’t the right time.”  “We’ve tried this before.” “We don’t have enough time or information.”  “Let’s set up a committee.”

These responses reflect deeper anxieties that must be addressed with empathy and clarity.

The Five C’s of Good Communication

To guide teams through change, leaders should embrace the Five C’s of effective communication: Clear: Share what needs to be communicated without ambiguity. Concise: Avoid unnecessary jargon or lengthy explanations. Coherent: Explain the reasons for change in a logical, connected manner. Correct: Ensure accuracy to prevent confusion or the need for later clarifications. Courteous: Respect the audience’s perspectives and concerns.

These principles help foster trust and reduce resistance.

Targeting the Right Influencers

Begin by communicating anticipated changes with formal leaders - they are key influencers. However, do not overlook informal influencers within the organisation. These individuals, though not in leadership roles, often shape opinions and drive momentum. Including them in your communication strategy can accelerate acceptance and enthusiasm.

Tailoring Communication to Personality Types

Staff members respond to change in varied ways: Early adopters: Embrace change with enthusiasm. Skeptics: Approach change with doubt and resistance. Wait-and-see group: The largest contingent, often swayed by clear and compelling communication.

By listening actively and reinforcing the organisation’s vision, strategy, and goals during conversations, leaders can guide this middle group toward constructive engagement.

Choosing the Right Communication Tools

Modern workplaces offer a wide array of communication tools: Emails, letters, and circulars, Personal phone calls and one-on-one meetings, Teams or Zoom calls, group meetings and note-for-records

However, effectiveness depends not just on the medium but on the intent and preparation. For instance, sending an email about a sensitive issue when a face-to-face conversation would suffice, or holding costly meetings without a clear agenda, can hinder progress. Some situations require straightforward communication, while others demand a carefully crafted internal strategy before engaging externally.

Communication as a Strategic Imperative

In today’s fast-paced, AI-driven world, communication is no longer a soft skill – it is a strategic imperative. Whether managing change, resolving conflict, or inspiring teams, the ability to communicate with clarity, empathy, and purpose determines organisational success. By understanding resistance, leveraging influencers, tailoring messages to personality types, and choosing the right tools, businesses can transform uncertainty into opportunity. As global events this week have shown, those who communicate well lead well.