Communications: We all need to get it right

Communication is essential to good leadership. Good communication across all aspects of our organisation helps all of us to understand where we are, why we are doing the things we are doing, and supports a healthy culture.

Communication is most often referred to as a corporate function and we do have a dedicated communications team to lead on our professional communications, both internally with our staff and volunteers, but also externally to the public, our patients, the media and other stakeholders, such as MPs. However, good communication is everyone’s business and without effective communication, team function and effectiveness can be severely impacted.

So, what is communication? Effective communication is a two-way process, used to inform about key issues, and most importantly, listening to information and views coming in to you. It isn’t just talking out – or broadcasting – but also tailoring approaches as a result of what we are hearing.

Importantly, not all methods of communication work for all people. Some like written communications to refer back to, others get more out of a conversation or a team meeting. We should also be aware by now of the difficulties some of our staff have with communication if masks or teams calls without video are used, due to factors such as being hard of hearing. This is why it is so important that we all consider the best way to communicate with each other.

When it comes to external communications, this is largely managed by the EEAST Communications Team. If you are approached by MPs or the media you should always contact the Communications Team in the first instance. 

 In terms of internal communications:

• We have email cascade leadership messages and information available to all staff and volunteers on Need to Know.
• We use social media via Twitter, Instagram and Facebook.
• We have face to face virtual opportunities, including the ‘We are EEAST’ Q and A sessions, senior leader briefing and having senior leaders atrtend Executive meetings to support cascades of key information down through teams.

However, there is also a clear expectation on leaders throughout the organisation to then mobilise onward local communication approaches, to support staff. Examples include:

• Team meetings and briefings
• Huddles
• Localised newsletters and messaging
• 1:1s
• Station walkabouts to speak informally to staff

It’s really important that we all reflect on our communication and how we are ensuring that our staff and volunteers are kept up to date, informed and engaged with the organisation. Think about how you can improve communication in your team…ask staff for their views, listen and make a change. Small changes can go a long way.

If you have any questions about Communications,  please email the Comms team.

Published 2nd November 2021