Digital Signage Solutions

A friend of mine Steven Crescenzo recently wrote a blog post called "The danger of communicating too much." It's about experiences he had with United Airlines and their insistence on playing the same video at the start of every flight. And while I'm sure his experience was just as annoying as he details, there's a new study out that discusses the importance of repeating communication. 

The study evaluated communication styles from managers with power and managers without power and determined the methods that were most effective. In corporate communications, managers are communicating to an entire workforce so they would definitely fit into the "without power" category (and I'm sure they would agree). 

Like most employee communication practices, managers without power were most effective when they spread their message over multiple vehicles and also repeat these messages several times. Furthermore, the study revealed that those managers who were redundant with their messaging were also more effective. 

Let's mention that again. Managers who are redundant with their message are also more effective. 

And this is the power that digital signage brings to internal communication. This study proves that there is nothing wrong with repeating communication. And in fact, it actually makes your internal messages more effective. 

What was also equally surprising about the study is that redundancy ranked more important than clarity. This surprised even me. One would think (like I did) that the more clear the message is, the more effective it is. Not true. 

The more redundant a message is, the more effective it is.
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Photo by Mene Tekel