The Communication Cascade

In the accounting industry, communication is more than just an exchange of information—it is a strategic tool that fosters alignment, builds trust, and ensures smooth transitions during periods of change. One of the most effective ways to manage communication, especially in times of transformation, is by utilizing a structured cascade approach. Every message, whether it directly impacts an individual or not, should be treated as part of a waterfall effect, ensuring clarity and consistency across all levels of the organization.

Why a communication cascade matters

A communication cascade is the intentional flow of information from leadership through various levels of an organization. It ensures that everyone, regardless of their direct involvement in a change, understands the key messages. When executed well, this method creates alignment, reduces misinformation, and strengthens employee confidence in leadership decisions.

Think of a waterfall—the initial drop is strong, setting the tone for everything that follows. As the message cascades downward, it should maintain its strength, consistency, and clarity, reaching every individual in the organization with the same core understanding.

Consistent talking points

One of the fundamental principles of an effective communication cascade is consistency. Employees look to leadership for guidance, and mixed messages create confusion, skepticism, and, ultimately, disengagement. That’s why consistent talking points are essential. When people receive the same answers from different sources, trust in leadership grows.

When a leader shares information off the cuff with 10 different people at separate times, chances are the message will vary from person to person. Perhaps the gist of the message is there, but the vernacular and details may vary.  Couple that with the fact that every human comprehends with their own bias, the end result is wildly different understandings of the same message.  Take this a step further, when those ten people communicate with ten more people, the message has the potential to take on a vastly different shape.  Consistent talking points keep the message on track and ensures everyone is receiving the same information.

Communicate even when there is nothing to communicate

Consistency does not mean withholding information. In fact, transparency is critical to maintaining trust. When organizations face change—whether it’s a merger, technology shift, or new policy—employees want to understand not only what is happening but also why.

Leaders should aim to share as much as possible, even if all the details aren’t available yet. If certain information cannot be disclosed immediately, it’s okay to say, “We are still working through details, and we will share updates as soon as we can.” A lack of information breeds speculation, while open communication builds confidence.

Every communication is a waterfall

Even if a particular change doesn’t seem to impact every employee, all communication should be framed as a cascade. Why? Because in every organization, people talk. Watercooler conversations, Teams messages, and informal discussions mean that information spreads whether it is structured or not. By proactively managing the cascade, leadership controls the narrative rather than allowing rumors to take over.

Organizations that embrace a waterfall communication approach ensure that every employee, regardless of their role, has access to accurate and consistent information. This fosters a culture of trust, minimizes resistance to change, and enhances overall engagement.

what’s inside counts