Communication or communications? We need both.

There and their. One or won. One letter changes everything.

In the world of communication, where I spend my professional life, the letter ‘s’ changes our understanding of an effective organizational communication program, too.

I am a communication professional. I do communications.

The goal of communication is the establishment of mutual understanding between parties. Communications are the products that disperse information in an effort to establish mutual understanding. Communications are tactics, such as a newsletter, the pamphlet, or social media – the creative stuff. Communication, in my view, is the overarching culture. We need both for an effective communication program.

In my view, to be an organization with an effective communication program, first, the organization’s leadership must value creating an environment where we people can seek and share information, and where information is easily accessible. Leaders are instrumental in creating organizations that value communication, both internally and externally. In that sort of organization, it doesn’t feel as if asking for information is an inconvenience or finding it is a task. It feels like that is how they do business.

Once the organization is committed to communication, the tactics – or communications – come more easily, and are more effective. Without a communication culture – a tactic is just a tactic. Whether that tactic is social media, a blog, a newsletter, or anything other communication product.

Yet, communication and communications both take time. But I have seen time and time again that communications are much, much, much more effective when communication is the goal.