From Crisis to Clarity: The Importance of Proactive Communication
Have you ever found yourself frustrated because key information wasn’t communicated?
You are not alone.
Proactive communication is critical, yet often ignored, dismissed or avoided which generally leads to reactive communication which is more difficult. When communication is reactive, rather than proactive, it can lead to unnecessary confusion, stress and even damaged relationships.
What is Proactive vs Reactive Communication?
Proactive communication involves sharing information in advance, aiming to prevent misunderstandings and keep people informed. It is the art of anticipating needs and issues before they arise.
In contrast, reactive communication responds to problems or questions after they have occurred – often driven by emotion or urgency.
Why is Proactive Communication Important?
While it seems obvious that proactive communication is better than reactive communication, there are several reasons why it is important.
Minimizes Misunderstandings
Where there might be a misalignment in expectations, communicating early can bring these to light so they can be discussed before they blow up. When expectations are aligned, collaboration is easier and all parties focus on meeting expectations, rather than harbouring frustration and resentment after discovering the misalignment.
Reduces Stress
People want to know what is happening, and the unknown can cause stress. Often, in the absence of information, people will make it up and fill in the blank themselves.
Enhances Problem Solving
By anticipating potential problems or issues, you can solve them before they become a crisis and cause significant or lasting damage to reputations and relationships.
What are the Barriers to Proactive Communication?
Uncertainty or Lack of Information
Many people feel they need to have all the answers to question, or all the information before they can communicate. The lack of communication, however, is worse than not having all the answers. Saying, “we are currently waiting to hear from the contractor about when they will have the parts so they can install them” tells the client that you are actually working on fixing the problem. If you wait until you have a firm date, the client does not have insight into what you are doing and might mistakenly think you are doing nothing or that you’ve forgotten about them.
This is especially common when communicating new initiatives and projects. Managers believe they need to have everything finalized before telling their team about an upcoming change. Giving people enough time to process change, however, is often critical to a project or initiative’s success.
Time Constraints
In a fast-paced or busy environment, communication often becomes a lower priority. People believe that other tasks should take precedent, however, communication should be a high priority due to the potential negative impact of not doing it.
Fear of Negative Reactions
Some people worry that the receiver will be upset with what they communicate, so they avoid it. Bad news delivered proactively generally goes over better than when given reactively (which often happens).
Assuming Others Already Know
It’s easy to believe that the other person already knows. It is better, however, to tell someone something twice than not at all.
How to Communicate Proactively
Plan and Anticipate
When you plan a project, note times you should communicate updates. Additionally, build in time to the project plan to develop and deliver communication. If you solely focus on tasks, you will not prioritize communication.
Be Transparent and Honest
Don’t hide problems and issues; these generally come out anyway (and it’s way worse when discovered afterwards). Acknowledge frustrations and uncertainties while focusing on what you are doing and what the other person can expect.
Use Multiple Channels
Do not rely on email for your communication. While a phone call or meeting might feel more uncomfortable, negative updates are often better received through “real-time” communication where people can ask questions and get answers (or at least responses). Additionally, email can be interpreted in different ways, so difficult conversations should not be done through this channel. Following up a conversation or meeting with an email, however, is a great practice.
Ensure you use the appropriate medium for the situation.
Follow Through on Commitments
If you tell someone you will give them an update, ensure that you share that on time. Even if you feel you have nothing to update, telling them that nothing has changed is better than not communicating. When you following through on commitments to follow up, you reinforce trust and accountability.
Case Studies
Internal Example: New Initiative
Scenario: Your company is rolling out a new initiative.
Proactive Communication:
Give employees advance warning that a new initiative is coming and the approximate timeline. Explain why the change is happening, including the benefits.
Commit to the updates timeline and follow through.
After each significant milestone, send a detailed update about what happened and what the next step is.
If there is a change to the project plan or timeline, ensure that is communicated in advance.
Equip your managers with information in advance so they can reinforce information and answer questions for their team members.
Utilize several communication streams: company updates, internal SharePoint site (or similar), collaboration tool (like Teams or Slack), all company meetings, managers sharing information in their team meetings
Proactive communication during a new initiative fosters trust and reduces anxiety and frustration, ensuring smoother adoption and higher engagement from the team.
External Example: Client Problem or Crisis
Scenario: you are not on track to finish a client project on time due to a situation with another company.
Proactive Communication:
As soon as you are aware of the situation which will result in a delay, reach out to the client (preferably by call) to let them know there will be a delay and share your communication cadence with them so they are clear about what to expect.
Follow up with an email which restates these communication commitments.
Provide regular updates in line with what you committed, even if nothing has changed since the last update.
Offer interim solutions if appropriate.
Clients appreciate being kept updated, especially when things don’t go as planned. Proactive communication helps maintain trust and minimizes frustration.
What To Do
As an Individual:
Take initiative to proactively communicate with others. Don’t wait for others to provide updates. Anticipate questions others might have and try to give them the answers before they ask.
Practice transparency by sharing any and all information possible. If you foresee issues, delays or problems, share this early on, along with how you plan on handling them.
Stay organized by using tools or systems to track your communication and commitments.
Schedule communication in your calendar to ensure you have time dedicated to provide regular updates.
As a Manager:
Model proactive communication as your team will follow your example.
Set an expectation that your team will proactively communicate internally and externally.
Provide resources, training and support where needed to ensure your team has the necessary skills and tools to proactively communicate.
Ultimately, proactive communication isn’t just about preventing issues – it’s about building stronger relationships, reducing stress, and fostering a culture of trust. Whether you’re leading a team or managing a project, it’s one of the most powerful tools you can use to succeed.
What’s Next?
Sign up for Leadership Toolbox
Listen to my Radio Show
Add communication time to your calendar and ensure it is included in project plans.
Reflect on your current communication habits and identify one area where you could start being more proactive.
Reflect on a recent project: Were there opportunities where proactive communication could have improved outcomes?
