chapter 9

Establishing leadership through strategic internal communication

Employee communication should accomplish the following basic objectives: 1 educate employees in the company vision and strategy, 2 motivate employees, 3 encourage higher performance and discretionary effort, 4 limits misunderstanding which can damage productivity, 5 align employees behind the company’s performance objectives and position them to help achieve them.
Effective internal communication: supportive management, targeted messages, effective media, well-positioned staff, ongoing assessment.
Reasons of effective mission’s: inspire individual action, establish a firm foundation of goals, satisfy company efficiency and employees needs, provide directions.
To test mission: impression an suggestive of excellence, making sense in the market place, stable but flexible enough to last with only incremental changes, beacons and controls when all else is up for grabs, aimed at emprowering employees first, customers second.
To test vision: suggesting goals and provide directions, inspire and prepares the future but honors the past, provide details that are actionable.
Effective change communication: what effect of changes: is it major transformation or consist only of incremental adjustments, is the changes companywide or business unite specific, how many employees are involved and affected.
Major changing structuring: 1phasedesign change communication strategy and plan 2 phase lunch changes communication and ensure understanding, 3 monitor results and make adjustment.