Communication in Digital Age

Communication has been always crucial to any success. This is true known from ever.

The question is: what’s new in communication in current Digital Age?

Apart from a technology which stands behind communication, of course. In particular: “What’s new for leader’s communication, which makes him or her successful provider of digital change”?

There are few factors that differs communication now from those before major digital change.

First is: use of data. Digital Age is full of data. Data transformed into information are fuel for
the organization. Digital Leader uses and has to use, information which supports his (her) everyday’s communication. Those data are not only back up
of what leader says. Those data are foundation and makes a solid structure of current communication. As F.Smale says modern leaders “live and breathe data”[1].

Data is building the whole leader’s communication.

Second is: human. Yes, that’s right. In the digital world full of data, Digital Leader has to be more than ever, able to talk, persuade and talk to people. Technology gives a unique opportunity
to communicate with each and every person in
the organization. Leader has to use it. To make people engaged in digital change of the business it is not enough to simply present key directions or expres expected actions. Real leader has to engage people in mutual invention and on later step, in real execution of commonly agreed ideas. To engage people it is crucial to start with conversation. There is a great need of ideas exchange, when for one message delivered by leader is expected critical but insightful feed-back, then following response to feedback and so on.

Communication is based on real discourse instead of a simple presentation.

Digital Age delivers yet another challenging environmental factor. These are generations working together. Nowadays at workplace there might be (and usually is) people of different ages (and digital experience) working together. Each one has different expectations and habits on preferred form and content of the communication.

It might happen that the same information Leader has to populate with different means of communication and through several channels to adjust it to needs of people from different generations.

Leader knows that “Millennials’”[2] expect rather short, condensed messages (max 140 characters, like in SMS) while older generations needs full pledge of information: an introduction, a body of message and conclusion. One size do not fit all.

And last by not least, Digital Leader has to be part of the team to conduct successful communication. Times when leader spoke out his (or her) wants and expectations and people fulfilled them without comments, has gone forever. If Leader is not speaking from the position when he (or she) is a part of the team, he or she will not convince anybody. Therefore Leader has to present only those messages he or she believes personally and can prove his (her) belief with real action. Nothing convinces people more than active participation and consistency of what one says and what one does.

Essential elements of the successful communication in Digital Age, for every leader are: delivering messages while being a part of the team, supporting information with adequate data and active advocacy for presented ideas.

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If you are interested more about this topic, you can find it in our e-book named: "Communication and Advocacy and Tools and Techniques How to Develop it.", available here:

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