Communicating for Change (Hardcover)

• Category:  Books  »  Business & Economics  »  Business Communication - General
• Format: Hardcover   Learn more about the Hardcover format using Tower WIKI.
• Publisher: John Wiley & Sons Inc
• ISBN: 0787901997
• WAPI (Tower ID): 102057190
• Release Date: February 16, 1996
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• Tower.com Sales Rank: #469615 in Books (See Top 100 Books Bestsellers)
• #20490 in Business & Economics (See Top 100 Business & Economics Bestsellers)
• #196 in Business Communication - General (See Top 100 Business Communication - General Bestsellers)

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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.

Today's environment demands that organizations constantly change in order to survive. Yet despite these high stakes, many major change efforts still fail. Too often, communication failures undermine leadership attempts at change, leaving employees without the crucial knowledge to understand what is happening and why - ultimately causing them to lose faith in both their leaders and the system itself. In Communicating for Change, Roger D'Aprix calls on his vast experience on the front lines of organizational communication to show why and where these avoidable breakdowns occur. He argues executives, corporate communicators, human resource managers, and other change agents to re-create communication as a management system by developing the four key elements of strategy, accountability, rewards, and training. He also invites them to join together in using communication strategically by connecting an organization's vision, mission, and business goals to the forces and opportunities in the marketplace - the driving force behind all change. Developed with the author's findings from hundreds of executive interviews and employee focus groups, D'Aprix's market-based strategic communication model demonstrates how to integrate and align communication at all levels - especially in today's flatter, horizontal organizations - to help employees understand and commit to workplace change.

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