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Communicating for Change

ISBN: 978-0-7879-0199-8
176 pages
February 1996, Jossey-Bass
Communicating for Change (0787901997) cover image


Marshal support throughout your organization

Develop a communications strategy that works for -- not against -- you. Based on years of battle-tested principles and case-examples, Roger D'Aprix tells managers how they can avoid the communications breakdowns that sabotage attempts at change, and cause employees to lose faith in their leaders and the system itself. Instead, he shows how communications can be used strategically to connect an organization's vision, mission and business goals to the forces and opportunities in the marketplace -- the driving force behind all change. Includes D'Arpix's market-based strategic communications model for integrating and aligning communications at all levels.
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Table of Contents

Turning All Eyes Outward: The Customer as the Cause of Change.

Enabling People to Connect with Change.

The Pitfalls of Reactive Communication.

Market-Based Strategic Communication.

Aligning Individual Effort with Organizational Goals.

Telling and Retelling: The Leader's Communication Role.

Challenges to Effective Strategic Communication.

The Importance of Trust.
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