Listen first, talk second.

• Author: Motley, Biff L.
• Position: CUSTOMER SATISFACTION

THIS PAST FALLS MEDIA UPROAR SURROUNDING THE NFL'S POSTURING following a doubtful call by replacement officials during the Greenbay-Seattle game reminded me somewhat of the similar brouhaha following Netflix's decision last year to change its branding and fee structure to accomplish its goal of pushing people toward online movies.

In both cases, the reactive communications reflected the common tendency for corporate leaders to see the world from their own point of view and neglect to accommodate popular opinion. This is rarely a winning strategy, especially when highly valued brands are in the cross hairs.

Fortunately, such communications gaffs can be instructive and help us avoid similar reflexive communications that can significantly undermine client satisfaction and, ultimately, brand value.

Whether you are talking to a group of reporters, a room full of employees or an audience of customers, the communications objective should be the same: Listen, think and speak in tune with your audience. This sounds easy, but it's not.

Here are three simple guidelines to consider as you contemplate communicating with your target audiences.

1. Start with a clear goal. Often executives start with the mistaken objective of "Here's what you need to say," especially during the fray of a controversy where executives feel challenged. The true goal of effective communication is not to just make the issue go away, but to advance continuing business objectives. Start there. First, be clear and simple about your desired result, then focus on what to say. Doing this may even change what you decide to say, or at least how you say it.

   In the case of the referee debacle during the Seattle-Packers game, NFL management's goal should have been to "get it right," not to mollify both sides by claiming that while an erroneous call was correct, there was also another infraction that could not be reviewed. What was at stake was the NFL brand itself, and what customers expected was justice. What they got was a muddle.

2. Listen first, talk second.

   Whenever possible listen first, ask questions, seek input and invite opinions that may be different from yours. Then personalize your remarks in ways which tie together the company...