Communicating for Change [Paperback]

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.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.

Roger D'Aprix is vice president and advisory board member of ROI Communication. He is an internationally known communication consultant, lecturer, and author who has assisted scores of Fortune 500 companies in developing their communication strategies and redesigning their communication training. He is the author of several business books including the best-selling Communicating for Change: Connecting the Workplace with the Marketplace from Jossey-Bass.