What’s the deal with communications and IT?
They have so much work to do together, especially these days, but their relationship is often awkward and strained.
They act like rivals when they should be allies. Each thinks the other a total bonehead.
I experienced this firsthand with one of our clients. We’re helping them design and create good content for their new Sharepoint intranet site.
Our first meeting included the head of IT and one of her main men, Tony. The two communication leads were there, along with two of their young staffers. And me.
The mood: Wary, suspicious. Circling each other like Sumo wrestlers, but with more clothing.
The air was thick with words unsaid. Rarely do people call each other jerks and a-holes in a business setting. The insults are subtle. People say things like, “What you don’t understand is . . .” (You have no idea what you’re doing, idiot!) and “Let me play the devil’s advocate.” (You are so wrong about this it makes me wonder how you stay employed!)
Everyone in the room seemed irritated. I glanced over at the two young communication staffers. They looked completely freaked. In fact, they never spoke a word throughout the two-hour meeting.
That’s when I did what I usually do in emotionally tense situations. I had a laughing attack. I can’t help it. Things strike me as funny at the worst possible times.
Then Tony the IT guy challenged me. How could I conclude that the content on the site was so poor. What did I know about the business these folks were in?
I told him I knew very little about the business but did know content: how to find out what employees need and deliver it to them in compelling, interesting and engaging ways.
Tony wouldn’t let it go. He seemed really worked up. Finally, I looked at him across the long table, leaned forward and asked that simple, time-honored question that men often pose to each other: “Tony,” I asked, “Why are you busting my balls?”
The room got very quiet. And then Tony laughed. I laughed. We all laughed. It was OK.
Tony said he had no desire to control content, but if he didn’t get the site up and working he’d be looking for another job.
The head of communications said didn’t know squat about the technical side of Sharepoint and needed IT’s help if she was to improve the way the organization communicated.
It wasn’t exactly Kumbaya. But it was enough.
So how did our second meeting go, a few weeks later? Two words: Love fest.
IT isn’t your enemy. Turf is the enemy. Politics and inertia are your enemies. Dumb barriers that shouldn’t even be there conspire against both sides. So what to do?
1. Start talking immediately. In my client’s case, IT had been charged with putting up Sharepoint, moving everything over from the old intranet and getting people trained as quickly as possible. Communications’ mission was to make the intranet interesting, useful, interactive and compelling.
But until that first meeting, the two sides had never really talked, at least not in any detail. Their two missions do not line up perfectly, but there’s a lot of overlap there.
2. Go through the pain, break through the tension. Just do it. It’s awkward, unpleasant and confrontational. Most people don’t like that. But the sooner you talk about the tough stuff, the better off you’ll be. And like most confrontations, the anticipation is far worse than the reality.
3. Reconcile your schedules and deadlines. Everyone wants it their way. IT has to hit certain marks, or they’ll hear about it. Same with Communications. Look at your calendars. Be realistic. Give a little. If you do, so will they.
4. Follow up. Keep talking. Check in. Show some common courtesy. Be willing to adjust. And try supporting each other when your executives demand to know from both of you what’s taking so damn long.
Will there be more conflicts to come with my clients? No doubt. But communications and IT know each other now, and they’re making progress. They’re talking.
And whenever Tony and I see each other, we bust each other’s balls. Only now just for the fun of it.