Most communicators agree on the importance of face-to-face communication in changing attitudes and behaviors. But many disagree on whether the team-briefing “cascade” of information from senior management to the lowest-level employee is the most effective way to impart knowledge. The best way to find out, says Angela Sinickas, is to use research.
This article was originally published in Strategic Communication Management, Volume 10, Issue 4: June/July 2006. Melcrum Publishing, London, UK (2006).