Communicating for Change (Jossey Bass Business and Management Series)

by Roger D'Aprix

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Product Description
Marshal support throughout your organization

Develop a communications strategy that works for -- not against -- you. Based on years of battle-tested principles and case-examples, Roger D'Aprix tells managers how they can avoid the communications breakdowns that sabotage attempts at change, and cause employees to lose faith in their leaders and the system itself. Instead, he shows how communications can be used strategically to connect an organization's vision, mission and business goals to the forces and opportunities in the marketplace -- the driving force behind all change. Includes D'Arpix's market-based strategic communications model for integrating and aligning communications at all levels.

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Average Customer Review: 5 out of 5 stars

11 of 13 people found the following review helpful:

5 out of 5 stars

Just the Primer I needed, 2000-05-27
As a founder and executive of a fast growing startup, I found d'Aprix's "Communicating for Change" book exactly the introduction I needed to the internal (corporate) communications profession. He effectively defines "strategic communications" (he coined the term) and then articulates why and how strategic communications are necessary in any organization.

The book's strongest contribution is a simple model for approaching internal communication (as articulated in the subtitle): focus on the marketplace. His arguments are based on 2 decades of data and first hand experiences. His brilliance is being able to effectively describe communication principles to those outside the communications profession.

In a few short sections D'Aprix heads off target into territory where his expertise is not so valuable (in management and leadership concepts). But if you're looking for a primer on how to use internal communications to make your organization more effective, this is the book for you. D'Aprix even gives you an added bonus: the book is very short.

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