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Communicating for Change: Connecting the Workplace with the Marketplace

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Communicating for Change

Connecting the Workplace with the Marketplace

By Roger D'Aprix

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Format: Paperback, 176 pages
Published In: United States, 02 February 1996
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.

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

EAN: 9780787901998
ISBN: 0787901997
Publisher: Jossey-Bass
Dimensions: 22.94 x 15.21 x 1.09 centimetres (0.32 kg)
Age Range: 15+ years
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