Becoming an effective leader

Outcome 2

2.1 - Review own ability to set direction and communicate this to others

Communicating Organisational Strategy


To be effective  it  is  important  that  the  organisational  strategy  and  purpose  is understood at all levels of an organisation. This principle is embodied in the famous response that was once given to President Nixon when he visited NASA. Having seen a man in a corridor, brush in hand, he asked him what he was doing; the response he got from the man [the cleaner] was ‘I’m helping to put a man on the moon’.  Everyone in that organisation was working to one strategic goal: to put a man on the moon.

Communications Strategy


A communications strategy should establish the following:


·    Communications objectives;

·    Audience;

·    Key messages;

·    Tools and communications activities;

·    Resources;

·    Timescales; and,

·    Evaluation.


The 5 Ws of Communicating Change


An effective communication strategy should address the following questions:


·    Who should be told?

·    When should they be told?

·    What should they be told?

·    Where and how should the message be conveyed?

·    Who should control the communications process?

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