Use Face-to-Face Communication as the Primary Communication Mode
Because a project functions as an ad hoc temporary and evolving organization, composed of people affiliated with different organizations, communication serves as the glue that binds together all parts of the organization. When the project suffers from high uncertainty, the role played by project communication is even more crucial.
Indeed, face-to-face communication is repeatedly shown to be a powerful tool, particularly for novel and ambiguous issues and when building social bonding and trust is crucial. Its strength lies in the fact that it provides timely and personalized feedback by using multiple channels of communications, including eye contact, body language, and facial expressions, which can convey a deeper and more convincing message than any other form of communication. Furthermore, face-to-face interaction provides a valuable opportunity for ongoing responsiveness. By seeing how others are responding to a verbal message even before it is complete, the speaker can alter it midstream and provide necessary clarification. When interaction takes place in a group setting, the number of verbal and nonverbal "conversations" that can be conducted simultaneously is almost impossible to replicate with any other media. Thus, face-to-face communication is the best medium for quick resolution of ambiguity and for building a strong foundation of trust.
In recent years, scarcity of attention has become the key challenge for effective project communication. Herbert Simon, the Nobel prize-winning economist, provides a succinct description of this challenge: "What information consumes is rather obvious: It consumes the attention of its recipients. Hence, a wealth of information creates a poverty of attention."
This text is part of the book "Mastering the Leadership Role in Project Management - Practices that Deliver Remarkable Results". Author: Alexander Laufer. Editor: FT Press.
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