Communicating for Change
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Product Description
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.
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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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
The first question any busy person should ask in browsing through a book like this one is: should I spend my valuable time on this thing, or should I pick up a mystery novel and at least have the pleasure of being entertained and titillated? Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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2 reviews
11 of 13 people found the following review helpful
Just the Primer I needed
27 May 2000
Format:Paperback
As a founder and executive of a fast growing startup, I found d'Aprix's "Communicating for Change" book exactly the introduction I needed to the internal (corporate) communications profession. He effectively defines "strategic communications" (he coined the term) and then articulates why and how strategic communications are necessary in any organization.
The book's strongest contribution is a simple model for approaching internal communication (as articulated in the subtitle): focus on the marketplace. His arguments are based on 2 decades of data and first hand experiences. His brilliance is being able to effectively describe communication principles to those outside the communications profession.
In a few short sections D'Aprix heads off target into territory where his expertise is not so valuable (in management and leadership concepts). But if you're looking for a primer on how to use internal communications to make your organization more effective, this is the book for you. D'Aprix even gives you an added bonus: the book is very short.
Worth Reading
23 Oct 2010
Format:Paperback|Amazon Verified Purchase
Pretty good book on change - not a lot of new info, but a fast read and good for getting back to basics.
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