The hardest word in Communications isn't crisis. It's "No." My friends from the comms-verse would agree. It is not because communicators don't want to help. They do and at times more than they probably should. It's just that somehow saying "yes" often feels like part of the job and that’s not healthy.
How many times has someone approached you (or you approached your comms partner) with one of these questions?
“Can we launch this tomorrow?”
“Can you make this message more exciting?”
“Can we start communicating about it before we're ready?”
“Can you just send something out?”
And then there are the weird ones:
“Can you ‘wordsmith’ this draft?”
“Can you ‘beautify’ this flyer?”
Sometimes, the right answer is no. Not because the idea isn't good. But because the communication isn't ready.
We know this. The best communication isn't created to simply say something. It's built on context. Aims for clarity. Is most effective when timely. Leans on understanding the audience. And purposeful when anchored in business outcomes.
Over the years I learnt and changed what should be an obvious “No” to a “Yes” that improves outcomes. I replaced what I would be tempted to say – “No, we can't” – to say:
“Yes, when we're ready.”
“Yes, with the right context”
“Yes, if we're clear on the objective, locked on go-live timelines and owning the risks.”
“Yes, if we're willing to make the right trade-offs.”
Every premature announcement, rushed campaign, poorly timed executive message, or reactive response carries a cost.
I am not even talking about the cost of execution or quality. My biggest worry is “trust”. And we all know trust is expensive to rebuild.
Communicators add value not by amplifying every message. One key way to do that is by ensuring the right message reaches the right audience at the right time and for the right reason.
I feel sometimes the most strategic thing a communicator can say is a respectful “No.” Won’t you agree protecting the integrity of communication is just as important as delivering it?
To the comms-verse buddies - When was the last time saying "No" led to a better communication outcome?
To the valuable business partners - When was the last time you knew you were being unrealistic with your expectations from our comms partner?
Rohit Mishra
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