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IC Tricks vs. Treats

Writer's picture: Debbie BradenDebbie Braden

Have you seen the TikTok of the mother confronting the man who gave out Ferrero Rocher-wrapped Brussels sprouts as a “trick” on Halloween? If not, I've linked the photo to the video. It got me to thinking about tricks versus treats in internal comms.


Trick: My examples are wrapped in candy.

Treat:  The images are linked to TikTok videos



Trick: This is what we call a bad news sandwich. These are comms that we try to slide in the bad news in between positive news. This type of communication typically happens when we are trying to soften the blow of difficult news like not meeting financial goals or announcing layoffs.


 Treat: Bad things happen to good companies and sometimes the decisions that are made don’t go the way they were planned. When you must send a comm with difficult news, gather all the facts – what were you trying to achieve and where did it go wrong? Be clear and transparent with the facts. Outline the new direction and why the decision was made.

​People may not like bad news, but they can handle it when given honestly and with respect. It’s the gray area of the unknown that causes frustration and anxiety.


Trick: This is a comm that is packaged to be good news, but it’s really trying to disguise disappointing news. An example would be an open enrollment comm buries what matters most -- that payroll deductions or co-pays will be increasing.


Treat: Be honest and don’t bury the main news. Be proactive and explain the reason for the increase, providing detailed information about the available plans and offering resources to help employees make informed decisions. Let them know what the company is doing to reduce the impact.


Trick: This is an all-in-one comm that has too much information and leaves people confused about the purpose and possibly deflated. An example is a comm that starts as team recognition but then turns to project challenges and expectations.


Treat:  Recognition should be sent separately from team updates. Update specifics that outline challenges and expectations should be sent as a follow-up to a team conversation by the manager. You can support the leader by creating team talking points and FAQs, if needed.  


A little Halloween humor reminds us that authenticity matters. Focus on the desired outcome, communicate honestly, and make sure you're not sending tricks in your comm but building trust with a people-first treat approach.

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