Organizations are inherently social. People form groups, both formal and informal, and communication follows suit. This gives rise to grapevines, which are informal communication networks that exist within every organization.
Table of contents
- Informal Communication Channels
- What is Grapevine Communication
- Relevance of Rumors in Grapevine Communication
- How Does Grapevine Communication Work?
- Types of Grapevine Communication
- How Technology Impacts Grapevine Communication
- 6 Strategies for Managing Grapevine Communication
- How Cerkl Broadcast Can Improve Your Communication Efficiency
- What’s Next?
- FAQ
In essence, grapevine communication refers to the informal, unofficial sharing of information between individuals, often through word of mouth. While it may seem like a convenient way to stay informed, grapevine messages are often based on rumors, hearsay, and gossip, making them unreliable and potentially inaccurate. As a result, it’s essential to verify information through credible sources to ensure accuracy and avoid spreading misinformation.
While statistics about internal communication are quoted widely in reports on survey studies, grapevine communication doesn’t usually feature. There are, though, a few research reports on the topic.
A post published by the American Management Association (AMA), I Heard it Through the Grapevine, though a little dated (2019) is telling and worth quoting. Whilst we cannot rely on the stats quoted, it’s unlikely that they have changed much in the past four years.
“Research suggests that up to 70% of all organization communication comes through the grapevine, yet many senior leaders are unaware that it exists or how it operates. One study, in fact, found that while 92% of lower-level managers knew the grapevine was active, only 70% of upper-level managers knew about it. In the same study, 88% of supervisors said they understood that the absence of formal communication increased activity through informal channels — but only 54% of executives understood this correlation.”
AMA
As they say, the challenge is to understand how the grapevine works within your organization – then determine how you can influence it.
It is not a form of communication that you want to leverage. But you need to understand and manage it. This blog post will help you to do just this.
Informal Communication Channels
Grapevine communication is an informal form of communication. To understand grapevine communication fully, it’s important to identify which informal communication channels are effective in company internal communications. Unless you do this, you aren’t going to be able to manage grapevine communication effectively.
The most important element is that while formal communication channels including emails, reports, and meetings are crucial, informal communication plays a vital role in fostering a healthy and productive work environment.
Unlike organized internal communications, informal communication channels are spontaneous. They include:
- Face-to-face conversations: Casual chats by the coffee machine, lunch breaks together, or quick project discussions can build rapport, share ideas, and clarify information.
- Instant messaging platforms: Tools like Slack, Microsoft Teams, or internal company chat platforms allow for quick exchanges, questions, and informal team discussions.
- Social media groups: Internal social media groups, if used appropriately, can facilitate knowledge sharing, team bonding, and informal employee recognition.
- Virtual water cooler moments: Online forums or chat channels specifically designed for casual interactions can replicate the social aspect of a physical workplace.
Their role is quite different from those structured by internal communicators. But they have very definite benefits including:
- Enhanced collaboration: Informal communication fosters a collaborative environment where employees feel comfortable sharing ideas, asking questions, and seeking help from colleagues.
- Improved employee engagement: Casual interactions build trust, foster a sense of belonging and create a more enjoyable work experience.
- Knowledge sharing: Informal channels facilitate knowledge sharing beyond formal training programs. Quick discussions and shared experiences can be a valuable source of learning.
- Problem-solving: Informal discussions can uncover solutions to problems that might not surface through formal channels.
- Building relationships: Informal interactions help build rapport and trust among colleagues, leading to better teamwork and communication.
And none of these has anything to do with grapevine communication!
What is Grapevine Communication
There are a myriad of definitions of grapevine communication. For example, Webster’s defines it as “informal person-to-person means of circulating information or gossip.” Collins defines it as an “informal unofficial way of spreading news.” The Cambridge American dictionary defines it as “an unofficial, informal way of getting information by hearing it from someone who heard it from someone else: I heard it through the grapevine that they fired him — is that true?”
The ubiquity of the grapevine is undeniable and it has a significant impact on how organizations function.
Prof. Keith Davis, a well known psychology professor who lectured at the University of South Carolina in the 1970s did substantial ongoing research on the topic. He hits the nail on the head!
“Grapevine arises from social interactions. It is as fickle, dynamic, and as varied as people are. It is the exercise of their freedom of speech and is a natural, normal activity.”
Keith Davis
Grapevine communication is a prime example of an informal communication channel. While not sanctioned by the organization, it can be surprisingly effective and fast in terms of delivery. The problem is that while information travels quickly through the grapevine, it often gets distorted or diluted along the way. Unlike formal channels that follow hierarchical structures, the grapevine cuts across them, spreading information through clusters and chains.
Rumors are a common feature of grapevine communication. When employees lack information or have a personal stake in a situation, they’re more likely to be active participants in the grapevine, spreading or seeking information through this informal network. They share information because it’s what they want others to hear, not because it is necessarily true.
Let’s dig more deeply into the role of rumors in grapevine communication.
Relevance of Rumors in Grapevine Communication
Rumors are a significant element in grapevine communication, but they are a double-edged sword. They spread information that typically has a negative impact. For this reason, management needs to develop strategies and use them positively if they can, which is a huge challenge.
A South University College of Business thesis by Gregory P. Priebe, The Mediating Effect of Grapevine Communication on Personality and Employee Commitment After a Merger or Acquisition Integration studies the relationship between organizational change behavior and grapevine communication.
He hits on some interesting points, quoting from several studies. For instance, he highlights that the “grapevine and rumor mills are unavoidable and unpreventable in organizational life.” However, “rumor mills and toxicity can be prevented or severely reduced if top management addresses change uncertainty with employees and resolve these uncertainties as quickly as possible.” But the reality is that about “70% of organizational communication happens at the grapevine level and that official communication from top leadership often comes far after rumors have become rooted.”
“This is also a dangerous platform because leaders who are actually aware but exhibited those negative characteristics (e.g., worry, distrust, weak commitment) are forced to give way to incorrectly trusted individuals who can generate incorrect information that can rapidly spread through the grapevine and spark rumor mills.”
Gregory P. Preibe
However, in his thesis, Priebe also highlights examples that are pro grapevine communication. He provides evidence that if personal rumor mills are removed from the communication channel, grapevine communication can be a very useful tool. For example “when monitored, the grapevine can provide early warning signals of employee unrest or identify pending problems or concerns generated by rumors.”
Ultimately, he shows that it is important to prevent rumors and general misinformation, particularly when it comes to mergers and acquisition.
How Does Grapevine Communication Work?
Gallagher’s State of the Sector 2023/2024 survey found that a current trend in communication channels includes informal collaboration tools. Those that respondents rated the best ranged from chat tools to text messages, one-to-ones, informal get-togethers and “brown bag sessions”. Of the broadcast channels they mention as effective, only emails (sent to colleagues) and text messages could potentially be used for grapevine communication.
This is because grapevine communication thrives in the informal spaces of an organization. It enables information to skip official channels and flow freely through conversations, chats, and whispers. That’s how the grapevine works.
It creates a rapid network that can spread news quickly. But accuracy suffers as details get twisted or embellished along the way. Rumors often take root in grapevine communication, This highlights the importance of clear, official communication to keep the grapevine factual and the organization humming.
Here’s what gets the rumor mill churning:
- Communication blackout: When official channels go silent, employees crave information. The grapevine steps in, filling the void with speculation and guesses.
- Uncertainty in the air: Ambiguous situations or unclear plans fuel anxiety. In the absence of clarity, rumors offer a (potentially false) sense of understanding.
- Feeling under threat: Employees facing job insecurity, stress, or threats to their well-being are more likely to seek information and share concerns informally.
- Looming change: Major organizational shifts like mergers, restructures, or downsizing create a breeding ground for rumors as employees anticipate the impact — often incorrectly.
- Anything that matters: Information that directly affects employees’ work, livelihood, or well-being is more likely to travel through the grapevine, highlighting its importance.
Types of Grapevine Communication
We have said that grapevine communication spreads information through clusters and chains. Think of it like this. You have gossip, rumors, and secrets that are whispered down a line or chain. Or you have news based on these ideas bouncing between friend groups or clusters.
When we define types of grapevine communication types, we can do so by structure, or by purpose or outcome. However, it’s important to remember that different types of grapevine communication can flow upwards (employees to management), downwards (management to employees), or horizontally (between colleagues). Also, the accuracy of information traveling through the grapevine is highly variable and can deteriorate significantly as it spreads.
It is also important to remember that these categories aren’t mutually exclusive. A single grapevine communication event might exhibit characteristics of multiple types.
Structure of Grapevine Communication
- Single-strand chain: Information is passed from one person to another in a linear fashion, like a chain reaction. Imagine someone overhearing a conversation and then telling someone else, who tells someone else… and so it goes on.
- Cluster chain: This involves information moving within smaller groups or clusters of people who connect and share information with each other. It’s like gossip circles within a department or team.
- Probability chain: Here, information spreads randomly throughout the organization. Think of interesting but non-critical work stories floating around, reaching whoever happens to be in the loop.
Purpose or Outcome of Grapevine Communication
- Gossip chain: This is the most well-known type. Information, often negative or personal in nature, spreads quickly through the organization. It is commonly fueled by speculation, exaggeration, and incomplete information.
- Rumor chain: This focuses on unconfirmed or unsubstantiated information that spreads quickly, often causing confusion and anxiety. Rumors often have a kernel of truth but can be distorted significantly as they travel.
- Message chain: This refers to accurate and factual information being passed along the grapevine. While less common, it can be “helpful” to employees when official communication channels are lacking.
How Technology Impacts Grapevine Communication
Technology has significantly altered the landscape of grapevine communication, enhancing both its speed and reach. Digital tools such as instant messaging apps, social media platforms, and email have revolutionized how information is shared within organizations, making it almost instantaneous. Employees who might not have been part of informal networks due to physical distance or social barriers can now participate in every form of communication. This inclusivity ensures that a broader range of voices is heard, and information is not restricted to a select few.
According to The Harris Poll and Grammarly 2024 State of Business Communication report, companies are communicating in more places than ever before. For example, 84% of business leaders and 70% of knowledge workers have communicated across more channels in the past 12 months.
“The most common channels are email, virtual and in person meetings, and text-based chat, accounting for half the time spent communicating each week. This includes over nine hours, or approximately 23% of the workweek, spent engaging with others through collaboration tools.”
Grammarly
While they aren’t factoring in grapevine communication, it could be part of the picture.
By analyzing communication patterns and content through digital platforms, organizations can identify emerging issues and address them proactively. This monitoring can help mitigate the negative effects of rumors and ensure accurate information dissemination. But you need to focus specifically on grapevine communication to see where the organization is affected and where it is going.
6 Strategies for Managing Grapevine Communication
Here are six key strategies to manage grapevine communication effectively.
#1 Foster Open and Transparent Communication
By maintaining open communication channels and providing employees with accurate and timely information, organizations can reduce reliance on the grapevine for news.
#2 Address Rumors Head-On
Don’t ignore rumors. Address them directly with clear and factual information to prevent them from spreading further.
#3 Utilize Technology Positively
Leverage social media and other internal communication platforms to share positive news and company updates directly with employees.
#4 Encourage Upward Communication
Create channels for employees to voice their concerns and ideas openly, reducing the need for them to resort to the grapevine.
#5 Regularly Update Employees
Consistent updates on company news, changes, and policies through newsletters, emails, or meetings can keep employees well-informed, reducing speculation and the spread of misinformation.
#6 Develop a Trusting Culture
Foster a culture of trust within the organization where employees feel confident that the information they receive from leadership is accurate and comprehensive. Trust can diminish the appeal of unofficial channels for information.
How Cerkl Broadcast Can Improve Your Communication Efficiency
Cerkl Broadcast aims to streamline communication processes, ensure targeted messaging, and increase employee engagement, ultimately leading to a more efficient and effective communication environment.
- It centralizes communication efforts, allowing for messages to be crafted and disseminated through a single platform. This eliminates the need for multiple tools or channels, saving time and effort.
- Cerkl Broadcast facilitates targeted communication. You can segment employees by department, role, or location, ensuring information reaches only the relevant audience.
- The platform provides interactive features like polls and surveys, fostering employee engagement and encouraging feedback. This two-way communication can improve clarity and understanding.
- Cerkl Broadcast offers analytics to track message delivery, open rates, and employee engagement. This data allows for measuring the effectiveness of communication efforts and making adjustments as needed.
It also reduces reliance on the Grapevine!
By providing a reliable, timely source of information, Cerkl Broadcast can help reduce reliance on the grapevine for news and updates. This promotes the spread of accurate information and minimizes confusion.
What’s Next?
At the end of the day, you need to assess your internal comms strategy. This begins with a thorough analysis of your current internal communications program. We have something to help you.
FAQ
The grapevine comprises a network of informal communication, while a rumor is a specific piece of unverified information spread through that network. The grapevine can carry rumors, but also news, gossip, or just general chatter.
A good example of company grapevine communication is when employees hear about a promotion through colleagues before the official announcement. This shows information is flowing freely, but it’s important for official channels to confirm details quickly to avoid confusion.
The grapevine serves several purposes. It can fill information gaps when formal communication is lacking, and it can reveal employee morale and sentiment. It’s important for leaders to be aware of the grapevine to address concerns and ensure accurate information is circulating.
