Fast-Track Strategy

At one company the internal communication manager’s new boss wanted a strategic plan developed in less than a week. We gathered samples of all the communication channels available and inventoried them. We debriefed the entire communication staff on what they thought had and hadn’t been working well. We identified what direction senior management was taking the company. Then we put it all together in a written plan that provided a precise description of where communication was at the moment and how the department would need to operate differently to reach employees more effectively with messages that were more behaviorally specific.

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