Using Repetition for Effective Communication

Effective leadership requires clear, concise, and simple communication to be understand by people and the team. As George Bernard Shaw observed, “The single biggest problem in communication is the illusion that it has taken place.” When leaders communicate new information, they are coming from a place of complete context. However, the recipient of the message is likely hearing it for the first time and hearing different things. Effective leaders understand their message most likely will not be heard until it has been said at least seven times, usually in multiple mediums.

New information expands the recipient’s context. When they hear (or read) something new, they move through three common phases: awareness, internalization, and action. Awareness occurs when the recipient actually hears the new information for the first time. Internalization occurs when the recipient hears the new information and starts to think critically about it. Action occurs when the recipient gains the ability to use the new information to take action. When people or the team hear the leader’s message at least seven times, it helps them move through the three phrases.

According to the Academy of Management Journal, leaders are more likely to be seen as under-communicating than over-communicating. Leaders who are seen as under-communicating are ten times more likely to be criticized because they are perceived as less qualified and viewed as less empathetic. Effective leaders use repetition to communicate their message in multiple mediums to ensure their message is truly received. Only when leaders hear their words echoed or paraphrased back to them as essential truths, has communication taken place.

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