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Fresh off the press at Melcrum comes ‘Delivering successful change communication’, which highlights the importance of telling the story to the folks before you try and lead them down a new garden path.
Shortcut: download an Executive Summary (pdf) right now.
Within the report you will find 27 interviews with change and communication experts, including the renowned Roger D’Aprix.
Roger says,
“I firmly believe the only way you can rationalize the change is by reference to the marketplace and the forces that are driving the organization.
“My observation is that communication people have been craft people. They’ve focused on the media and content they create without understanding the organization they’re part of, and more particularly the marketplace. This aspect needs work and communicators must pay more attention to it.”
Employees, Roger (and all internal communications evangelists such as myself) holds, require answers to the following questions:
1. Who is our competition?
2. What is the competition doing?
3. What choices does the customer have in dealing with us as an organization?
4. What are the customer’s needs and demands?
5. What about our shareholders and the financial community - what are their needs and expectations?
6. What technological forces are affecting our organization, our products and our services?
The report includes 21 best-practice case studies from 14 leading organizations, including Avaya, Ericsson, Ford Motor Credit, Her Majesty’s Revenue and Customs, Intel, and the Mayo Clinic (”hold the mustard and make it a wholemeal bagel”).
Also included are 27 in-depth interviews with international change communication thought leaders, including Roger, David Ferrabee, Bill Quirke and Angela Sinickas.
!Best of all, you can download an Executive Summary (pdf) of the report right now, to see if you should fork out for the full report (having seen a few of their full reports, I can personally attest to the depth of information, research and wisdom that they contain; they are definitely well worth the money!).
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Disclaimer: I am presenting a half-day workshop in Sydney at the end of this month on behalf of Melcrum, prior to their two-day Annual Communication Summit. I will also be preparing and running some two-day workshops on Social Media for them in Sydney and Melbourne later in the year.
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