I have followed the recent negotiations between the United States and Iran with much interest. As I noted in last week’s column, how these negotiations progress can significantly impact our economy and national security.
I am watching closely to see how these negotiations impact Iran’s future nuclear weapon capability. However, as always, I watch situations like these for lessons learned we can apply to our business environments.
In this case, the most interesting and potentially valuable lesson we can learn from these negotiations is how President Trump and his proxies, such as Vice President Vance and Secretary of State Rubio, communicate the state of these negotiations to the various constituencies who may have different concerns and agendas related to the negotiations. Ideally, you would like to keep all your constituencies satisfied and well informed. This is the challenge of messaging to multiple audiences, which is a challenge that business leaders often face as well.
President Trump is faced with messaging to several constituencies with both overlapping and conflicting goals. First and foremost, he must communicate to the American people, who appear to be most concerned about the economic consequences of the conflict with Iran, particularly the impact of the closure of the Strait of Hormuz. Also, close to home, he must communicate with members of his own Republican party and members of the Democratic party, each of which has different goals and agendas. Internationally, he must deal with allies around the world who are being impacted economically and countries in the Middle East, particularly Israel, which is threatened by Iran. Finally, it is important to consider how his messaging impacts Iran itself. He must communicate in a way that motivates Iran to stay engaged in negotiations and ultimately lead to a satisfactory conclusion to the talks.
In business, executives and managers are often faced with analogous situations in which they must message to multiple constituencies such as customers, employees, investors, supply chain partners, and the communities in which they have plants or provide a service. Situations such as plant/store closures, labor negotiations, price increases, and layoffs all must be messaged to these various constituencies which each may have different concerns and agendas.
As I watch President Trump in his messaging about these negotiations, I have some concerns that highlight methods I would recommend businesses avoid when messaging to multiple audiences. Those methods include:
- Inconsistent or Contradictory Details: During the early stages of these negotiations, President Trump regularly changes his messaging. His messaging on social media will contradict what he or one of his proxies has told the media. Sometimes these changes are done to appease or please one of his many constituencies, while potentially upsetting or confusing others.
- Overcommunicating: This is particularly risky in fluid environments and in negotiations. In fluid environments that can change rapidly, overcommunicating can result in providing information that will quickly become irrelevant, but can impact the actions or support of one or more constituencies. In negotiations, you risk stalling progress by negotiating in public, particularly if the other side disagrees with your position. Unfortunately, President Trump tends to do this, particularly through social media.
- Focusing on Self: When messaging, it is important not to focus only on what you are achieving. This tends to be an issue with President Trump. He wants to demonstrate that he will get what he wants. In your messaging, you need to indicate the wins for all constituencies.
To avoid these problems, here are some key things to remember to effectively communicate to multiple audiences:
- Develop a “Core Narrative”: Establish a single core message to maintain alignment and avoid inconsistency and contradiction. Start with a core rationale that applies to all groups to whom you are communicating. For the Trump administration, it should likely focus on economics and security for all. For businesses, it might be tied to the long-term viability of the company.
- Segment by Audience Profile: For each audience, tailor the details based on their roles and motivations. Let each know what is in it for them. For President Trump, it is not only what is best for him, but what is best for the country as a whole and the other countries impacted by the negotiations. In business, let each group know what they are getting out of the decision.
- Be Transparent: Everyone is not going to get everything they want. Acknowledge that, and people will be more accepting of the message. This will be true whether you are addressing an international crisis or a business issue needing resolution.
President Trump is faced with a difficult task of messaging to multiple constituencies with different needs, and business leaders face similar changes. However, following some simple rules can make this task more manageable.
