Leadership 9:Establishing Leadership through strategic internal communication

Chapter 9
Establishing Leadership through strategic internal communication

This chapter deals with the communication skills and strategy for the internal communication. The first step is to recognize the strategic role of employee
Communication .The communication objective objectives is to
1) To ensure all business units receive the same corporate message that joint decision making is now a priority and,
2) To establish forums.
To accomplish the basic employee communication objectives one have to educate employee in the company vision and strategic goals, motivate employee support for the company's strategy, and encourage higher performance and discretionary effort. Limit misunderstandings and rumors that may damage productivity, align employees Behind the company's performance objectives imposition them to help achieve them. Assessing employee communication effectiveness is also a matter of prime concers. No matters hoe clear, consistent to target the messages, if they are not reaching the intended audiences, they are useless. Establishing effective internal communication also plays a vital role which must have the following features
1 supportive management
2 Targeted message
3 Effective media/forum
4 Well positioned staff
5 Ongoing assessment
Likewise Missions, visions , values and guiding principles make up category of major strategic messages that most organization convey to their employee. First we have to understand the importance of missions and visions. It seems like missions and visions are same but they are infecting different. A mission is a statement of the reason a company exists that is intended primarily for internal use but the vision statement establishes the company's aspirations. Some company has very much sugar coated mission and vision but they never keep track of them. Hence, we have to make sure the mission and vision are effective. Mission and vision could be one of them
CEO /leader developed
Leader-senior team visioning
Bottom up visioning

We might take the following steps in a leader-led, interactive, employee-involved approach to building a mission and vision.
1) Create initial draft
2) Clarify the meaning
3) Tell the world in 25 weeds or less what you are and what your want to become to
Develop the strategic objectives to make the vision specific and actionable
5) Hold cascading meeting with employees to test the mission and the vision
The last section of the chapter deals with the designing and implementing effective change communication and the scope of the change communication program and the
Structuring a communication program to major change