Business goals

The Sears Study

About 10 years ago, Brad Whitworth at Hewlett-Packard found a statistical correlation between employees’ satisfaction with face-to-face communication with their supervisors and those employees’ productivity and intention to stay with the company, both of which are measurable bottom-line issues.

The Different Needs of Different Audiences

A communicator’s job is busy enough developing campaigns for an entire audience, but tailoring campaigns will make them more effective. This advice is based on survey results for 10 organizations over the last two years, where we asked for respondents’ top two preferred sources by topic (so the numbers in Figures 3.7 and 3.8, below, could add up to 200%).