In praise of spin
I’ve worked in HR long enough to know that it has an image problem. One that is generally unfair, but probably the result of our own endeavours.
Our knee jerk reaction, like anyone in this scenario, is to tell everyone they’re wrong. That actually they’re missing this whole bunch of important information that they’ve never consider before.
It’s all……a bit whiny.
We whinge and bitch and moan about how we are misunderstood. And all it does is make us look like a whiny, moaning, bitching bunch of people. Let’s face it, would you want to hang around with someone coming across like that?
We don’t work enough on presentation, on delivery, on PR and, yes, on spin. I don’t care what you think, if you believe in the product that you have enough, you should be willing to take any measures necessary to get it delivered.
Rather than being the organisational equivalent of the parent telling their unenthused kids to, “eat their greens” and reminding them they won’t grow or be healthy otherwise, we need to learn to plate up something equally nourishing but more palatable and exciting.
We need to think about the hooks, the positioning, the language, the packaging and the delivery. We need to create excitement and interest in the topics that people have become weary, wary and immune too.
Time and time again I hear of people telling me that their business, their CEO, their leadership team aren’t interested in HR. That’s a total crock. If you speak to any CEO or leader, they will talk about all the things that we are trying to achieve. They just aren’t interested in us or the way that we talk about it.
We all know the famous quote about insanity being the act of doing the same thing and expecting different results. Sometime we border on the insane as a profession.
We’re full of creative, thoughtful, innovative people. We’re full of people that want to make a difference, that want to help organisations be better, perform better and grow. We’re full of people who care.
So instead of shying away from the dark arts, let’s embrace them. We can reinvent ourselves and our work, but in order to do that we need to think as much about position, delivery and narrative as we do about content, process and structure.
People consume a package, they don’t always want to consume a principle.