The Illusion of Communication: Why Engaging Your Stakeholders Matters
Introduction
George Bernard Shaw once said, “The single biggest problem in communication is the illusion that it has taken place.” It’s a timeless observation that many organisations unknowingly prove true every day.
Remarkable work is happening across industries—innovations, solutions to big challenges, meaningful contributions to communities. Yet too often, this work flies under the radar simply because the right people don’t know about it. Or worse, they’ve heard about it but don’t truly understand its significance.
If communication doesn’t connect or resonate, even the most exceptional efforts risk being overlooked. So how can organisations avoid falling into this trap?
The Illusion of Communication
It’s easy to assume that issuing a media release, posting on social media, sending an email, publishing a report, or making an announcement means you’ve communicated effectively. But there’s a world of difference between sharing information and ensuring it’s received and understood. True communication goes beyond simply disseminating a message—it’s about ensuring that message lands and leaves an impact.
Far too often, organisations mistake activity for impact, relying on tools like newsletters, websites, or press releases without stopping to ask:
Did our stakeholders actually see this?
Did they understand what we’re trying to say?
Do they care about it?
Without those answers, communication is just noise.
When Great Work Isn’t Recognised
Many organisations are doing extraordinary things but struggle to articulate their value. Stakeholders—whether they’re funders, clients, community members, or decision-makers—can’t support what they don’t know about. Worse still, if communication is unclear, they might misunderstand the work entirely.
Here’s where it often breaks down:
Visibility: Assuming stakeholders will seek out information rather than proactively engaging them.
Complexity: Overloading the audience with jargon, technical language, or unnecessary detail.
Relevance: Failing to frame the message in terms that matter to the specific audience.
From Sending to Understanding
Effective communication isn’t just about what you say—it’s about how it’s received. It’s about moving beyond transmission to create real understanding.
So how can you make sure your communication actually works?
Know Your Audience: Tailor your message to their priorities and knowledge level. What’s important to them? What’s their context?
Simplify Without Oversimplifying: Break down complex ideas into clear, relatable messages while respecting the intelligence of your audience.
Engage in Dialogue: Communication isn’t a monologue. Create opportunities for questions, feedback, and discussion.
Measure Understanding: Use surveys, analytics, or direct conversations to check how well your message resonates.
Why It Matters
When communication is done well, it builds trust, fosters collaboration, and amplifies impact. Stakeholders who understand your work are more likely to engage with it, support it, and advocate for it. Whether you’re trying to secure funding, gain public support, or inspire action, communication is the bridge that turns effort into results.
Conclusion
George Bernard Shaw’s insight reminds us of a critical truth: it’s not enough to speak; we must ensure we’re heard. For organisations, this means shifting from simply sharing information to truly connecting with stakeholders. Only then can your remarkable work receive the recognition—and the results—it deserves.