Too often, these communications try to do everything at once. They explain the strategy, justify decisions, reassure people, and cover every possible detail, and in doing so they lose the one thing that matters most, which is clarity.
The result is that people do not feel informed. They feel confused, and in some cases unconvinced, because the message becomes difficult to follow and even harder to interpret in terms of what it means for them.
Why These Messages Miss the Mark
This usually happens because the focus is placed on what the organisation needs to say, rather than on how the message will land with the people receiving it.
There are some common patterns that appear again and again in these types of communications.
The headline message is often buried beneath layers of corporate language, making it difficult to quickly understand the key point. Different groups of staff may receive very different outcomes, yet the message is written as though it applies equally to everyone.
Additional expectations or changes are introduced alongside the main announcement, which dilutes the clarity of both. There is also a tendency to reference future intentions or plans in a way that softens the present message without offering anything concrete or time-bound.
The tone is often polished, careful, and technically correct. It does not feel human, and that is where trust begins to weaken.
What Happens When Clarity Is Lost
The reality is that people do not all read the same message in the same way. They interpret it through their own lens, which includes their role, their workload, their pay, and their sense of security within the organisation.
A message that feels reasonable to one group may feel unfair or frustrating to another, and this needs to be considered before the communication is shared.
It is worth pausing to think about how the message will be received by different groups. How will it land with someone who is receiving a positive outcome, and how will it feel for someone who is not. What questions will people have as soon as they finish reading, and have those questions been addressed clearly.
It is also worth considering whether everyone needs to be included in the same communication, or whether messages should be separated.
People are generally able to handle difficult news when it is communicated well. What they find challenging is having to work to understand it, or feeling that their experience has not been properly considered.
How to Communicate Change Clearly
If the goal is to communicate change in a way that people can understand and trust, there are a few principles that make a significant difference:
- The headline should be clear and easy to identify, with the key message stated plainly rather than implied
- The language should be straightforward and accessible, avoiding unnecessary complexity
- Differences in impact across staff groups should be acknowledged openly, rather than smoothed over
- Separate changes should be communicated separately where possible, to avoid confusion
- It should be clear what happens next, so that people understand what to expect
The Role of Communication in Building Trust
Trust is not built on making perfect decisions. It is built on communicating decisions in a way that is clear, honest, and grounded in an understanding of how they will be received.
If people have to work to understand what they are being told, then something has already been lost.
About Claireity
At Claireity, we help organisations put people at the heart of their processes, ensuring that communication, from the first contract to the first day and beyond, feels clear, consistent, and human.
If you would like to explore how communication could feel clearer and more human in your organisation, I would be very happy to speak.
Claireity 
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