What is push and pull communication?
Push and pull communication are two distinct strategies used in internal communications to disseminate information within an organisation. Push communication involves sending information directly to employees, ensuring they receive specific messages without requiring them to seek it out. In contrast, pull communication requires employees to actively access or request the information, typically from a central resource.
Why is push and pull communication relevant to internal comms?
Understanding and effectively implementing push and pull communication strategies are crucial for internal comms professionals to ensure that information reaches employees in the most efficient and engaging manner. Push communication is often used for essential updates that require immediate attention, while pull communication is suitable for resources that employees can consult as needed, promoting autonomy and self-directed learning.
Examples of push and pull communication in internal comms
An example of push communication is sending company-wide emails about policy changes or urgent updates, ensuring all employees receive the information directly. A pull communication example is maintaining an intranet or knowledge base where employees can find detailed information about company procedures, training materials, or FAQs at their convenience.
Best practices for push and pull communication
The key to successful push and pull communication lies in understanding the nature of the information and the audience's preferences. For push communication, it's important to be concise and clear, avoiding information overload. For pull communication, ensuring that resources are easily accessible, well-organized, and up-to-date is crucial.
Common challenges for push and pull communication
Balancing the frequency and volume of push communications to avoid overwhelming employees
Maintaining and updating the resources required for effective pull communication
Ensuring employees are aware of where and how to access pull communication resources
Choosing the right communication method for the message and audience
What does push and pull communication mean for frontline teams?
For frontline teams, push communication can be vital for timely updates that affect customer interactions or service delivery. Pull communication allows these teams to access information and resources as needed, supporting continuous learning and adaptation in fast-paced environments.
Push and Pull Communication FAQs
Q: How do you decide whether to use push or pull communication?
A: The decision should be based on the urgency, importance, and nature of the information, as well as the preferences and behaviours of the intended audience.
Q: Can the same information be communicated using both push and pull methods?
A: Yes, often important information is initially pushed to employees to ensure broad awareness, followed by making detailed resources available for pull, allowing employees to explore the information further as needed.
Q: How can technology support push and pull communication strategies?
A: Technology plays a crucial role, with tools like email and messaging apps facilitating push communication, and intranets, forums, and content management systems supporting pull communication by hosting resources that employees can access on demand.
