On March 3, NYWICI members and guests gathered at Burson-Marsteller NY for a discussion on communication challenges and opportunities across generations and across cultures. The panelists addressed entrepreneurial shifts arising from the socio-cultural-economic paradigm in an economic downturn, where highly qualified baby boomers are becoming entrepreneurs, and many communications professionals are searching for innovative communication strategies to compete in today’s, and tomorrow’s, increasingly cross-cultural and cross-generational market place.

The panel was moderated by Jennifer Brown, president of Jennifer Brown Consulting. The speakers included Harriette Cole, creative director at Ebony; Lorenca Consuelo Rosal, managing director at Burson-Marsteller New York; Melissa Lavigne, director at The Intelligence Group; and Ginny Pulos, founder and president of Ginny Pulos Communications, Inc. 

In 2009, for the first time, six generations will work side by side in the workplace. So, what then is the secret to mastering communication and overcoming diversity?

FACE TO FACE

While the internet is becoming increasingly crucial for communicators, Pulos believes that to be most effective, face to face communication and body language is the key to building relationships, particularly when communication is cross-generational. “It’s about who you are, your credibility, how you communicate,” she added. “It’s thrilling!”

OPENNESS AND RESPECT

Rosal added that many corporations treat diversity as an issue that needs to be managed, rather than as a gift. She suggests finding open doors to reach different people, merchandise diversity and celebrate the successes. “Diversity is a gift! The only way to succeed is to respect different visions.”

ACTIVE LISTENING

Being an active listener and knowing someone’s intention and what others are bringing to the team is the key to effective communications. Cole recommends that if something is unclear, ask questions, until you fully understand what a person means. “If you have good intentions then you bring that with you,” says Cole. “You have to listen and know what someone else is bringing, and if it is unclear, then both can learn.”

GAPS & VALUES

Although generations have the same wants and needs, Boomers, Gen-X and Gen-Y have different work behaviors (see the hand out “Communicating across Generations” for more): Gen-Y professionals put boundaries on their work hours, whereas boomers usually expect them to work more. Lavigne described what has shaped generations and that essentially everyone still wants the same thing. “Who doesn’t want more flexibility and work challenges?” Lavigne also shared findings from a survey on work-related issues, where Gen-Y, Gen-X and Boomers gave very similar answers.

KNOW YOUR MESSAGE

Pulos describes how communicators get “Lost in Translation” (See her hand out, “Lost in Translation,” for more), by letting the message deliver instead of delivering the message: Don’t say ‘I think,’ ‘I hope’ and ‘I feel’. Say ‘I know,’ ‘I believe’ and ‘I can,’ she suggests. “Be not only heard, but understood!”

SUCCESSOR & BENCH STRENGTH

During the last recession, corporations obliterated senior associates and middle-managers until all that was left were the very senior management positions and junior workers. Corporations are now confronted with a gap in middle management, having too much work done by increasingly fewer people with little or no experience. Now, the socio-cultural-economic paradigm is shifting to Boomer entrepreneurs, who have the experience and have already broken glass ceilings. This, agreed the panelists, will eventually lead to a re-recruiting of experienced workers and retirees. “We need each other,” acknowledges Cole. “There’s knowledge to be shared.”