Q: What is cascading communications and how should I use it?

Posted by on May 5, 2016 in Communications, from Q to A | Comments Off on Q: What is cascading communications and how should I use it?

Q: What is cascading communications and how should I use it?

A: Think of the telephone game. You tell someone something. They pass it on, and so on, and so on. Getting your message through to the intended audience, through a series of message deliverers, is cascading communication. This scenario happens most often in larger organizations with more of a hierarchal structure, or with organizations with field staff working outside of the headquarters or main office.

  • INTERNAL COMMUNICATION: As an internal example, a communications department will typically share something with a manager who will need to share it with their team. This becomes even more challenging with the team is not connected via email or other electronic tools.
  • EXTERNAL COMMUNICATIONS: When communicating externally, many companies communicate with their ultimate target via what we call influencers. These influencers could be the media, bloggers, associations and other thought leaders on a particular topic.

Direct communications is always the most effective, so if you find yourself in a cascading communications situation and don’t want the message lost in translation, plan ahead. Study the flow of communication to understand the challenges and opportunities at touch points along the way. Think through the entire communications channel to make sure your message gets through.

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