Larry D. Lauer

Now that we are halfway through the legislative session, developments in Austin are reminding me of how rumors are rampant everywhere. We live with them in organizations, and we are now dealing with them in the Texas legislature. What makes it so complicated is that they are sometimes only a consequence of the natural communication process; other times they are unethically manufactured.

The House bill in Texas dealing with the need-based financial aid program for private institutions calls for a 41% cut from current appropriations. Some will tell you that this is the way it will come out in the end.  However, we are now hearing from some on the Senate side that the final cut will be no more than 25%.  Still others say any cuts will be for only one year, and by the end of the summer, will be restored for the second year. Each unofficial source has his or her own story to tell.  So, are these rumors natural, or manufactured?  

I am reminded of the exercise I sometimes do in one of my classes where I whisper a message to one student, and then ask that it be passed from one person to another around the class.  When the last  person hears the  message I ask that it be repeated out loud to the entire class.  It’s always amazing how much messages change.  Sometimes they in no way resemble the original statement.

Communication experts often explain how rumors are a natural part of the communication process, and therefore cannot be avoided.  Natural rumors  actually develop in three steps: 1)  listeners can remember only a portion of  each message, and they always select the portion based on their individual special interests; 2) in retelling a message, the portion they remember is automatically given  additional personal emphasis; and,  3) additional thoughts are then added from the communicator’s personal experience.  A message will often significantly change with only one retelling.  But, when retold many times, it can become  a whole new message.  These rumors are both innocent, and natural. 

However, in today’s competitive world, both in organizations and in society, rumors are often used as ruthless strategic tools. They are  consciously manufactured, and relentlessly repeated. The belief is that if they are repeated often enough, they will eventually be seen as true, i.e. “Obama was not born in the U.S.”  Those that recognize what is happening often just drop out of participation from disgust, leaving extremists to win elections and manage our affairs. As professional communicators, we cannot accept this situation as mere clever competition. Rather it is unethical behavior, and in time it will totally undermine the effectiveness and integrity of our profession.

We must, therefore, challenge institutional leaders, politicians, and  practitioners who have adopted questionable communication tactics. The only professional response to rumors, natural or manufactured, is the formulation of truthful, simple messages. These then can be  repeated using interactive tools and tactics selected for each audience. When a rumor is identified upfront, and then followed by a thoughtful statement, the rumor can be bypassed and legitimate communication restored.  We know this approach works in organizations, and we must now make it work in today’s socially destructive political environments.