Bosses to comms people: We’re hard, you’re soft. Apparently.

“We live in the 21st century, yet communications still operates within a 20th century mindset” says a piece on the Knowledge@Wharton site.

It gets worse: “the communications field and its practitioners… are also at fault for being laggards in using sharp analytical tools such as neuroscience, behavioral economics and statistics.” And “many senior leadership circles still tend to shun the field of communications, considering it too ‘soft’.”

The piece also says that leadership has failed to grasp the “tolerance of ambiguity, contradiction and subtlety” that makes communication effective.

The answer? Make comms people ‘hard’ so that they… err… are the kind who don’t grasp the tolerance of ambiguity, contradiction and subtlety that make communication effective.

That’ll work.

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