Your company changes a policy. Somebody communicates it to employees by sending an all-employee e-mail. You’ve satisfied the requirement to get the message across, right?

Maybe not. A Federal District Court ruled recently that General Dynamics failed to properly notify employees of a policy change even though all employees received the e-mail. In the case, Campbell v. General Dynamics Government Systems Corporation, Roderick Campbell went to court for the right to file a disability discrimination lawsuit against his employer even though the company had notified employees that employment-related legal matters would be handled by arbitration. Campbell claimed the communication was inadequate.

First off, the e-mail was sent by “Broadcaster NDHM,” the same sender line used to invite employees to birthday celebrations. The subject line, “G. MeMuro - New Dispute Resolution Policy,” didn’t convey the importance of the e-mail. The court also found that the e-mail message buried the lead and failed to convey the importance of the new policy. The company could have done more to communicate the message, according to the court, including asking employees to acknowledge receipt.

E-mail is cheap and quick. I’ve been to dozens of companies where e-mail blasts substitute for thoughtful communication. Internal communicators need to be aware of the General Dymamics judgment (currently under appeal) and make their executives understand that cheap delivery of messages could be more costly in the long run.

Incidentallly, I read about the story in Ragan’s Journal of Employee Communications Management, subscription required.