Repetition vs. Redundancy

November 12 2017
By: Terry L. Mathis

Communication is a process, not an event. It is seldom sufficient to send a message only one time. But there is a fine line between enough and too much. A barrage of the same message can actually diminish the effectiveness of communication rather than reinforce it. I suppose the number of ads on television for pickup trucks or pharmaceuticals must either produce sales or be subsidized by the government,Repetition vs. Redundancy but don't you start to tune them out or become annoyed by them?

Safety is important and should be a constant subject of organizational communication, but the specific topics should be pertinent to the work at hand and not just repeated platitudes. At some point, communication should produce meaningful action. Too much repetition of the same message is not a formula for producing excellent safety performance.






Terry L. Mathis

Terry Mathis, Founder and CEO of ProAct Safety, has served as a consultant and advisor for top organizations the world over. A respected strategist and thought leader, Terry has authored five books, numerous articles, videos and blogs, and is known for his dynamic and engaging presentations. EHS Today has named him one of the '50 People Who Most Influenced EHS' four consecutive times. Business leaders and safety professionals seek Terry's practical insight and unique ability to introduce new perspectives that lead to real change.