Page 19 - Warwickers Communication Counts v2015
P. 19
Create acommunication 19 COMMUNICATION CULTURE
culture
FROM TO
Reactive - activity in response to problems Proactive - needs evaluated systematically to
support strategy, plans and initiatives
Hierarchical – pyramid
Strategic – networked or inverted pyramid
Information based - tell Communication based - dialogue
Largely top down Multi-directional and involving
Seen as a specialist responsibility Seen as a key competence
Top management encouraged to set an example/ All managers trained how to set an example/
role model role model
Communication an afterthought Communication on every agenda
Open expression of dissent patchy and not Dissent being aired and constructive ideas
encouraged. Problem focus. harnessed. Solution focus.
Need to know Want to know
Tactical events with no big picture view of Clear link with business goals, strategy and plans
communication for business agenda
Outcomes with impact measured against
Outputs with no evaluation of ROI or just objectives and valid benchmarks
subjective evaluation
culture
FROM TO
Reactive - activity in response to problems Proactive - needs evaluated systematically to
support strategy, plans and initiatives
Hierarchical – pyramid
Strategic – networked or inverted pyramid
Information based - tell Communication based - dialogue
Largely top down Multi-directional and involving
Seen as a specialist responsibility Seen as a key competence
Top management encouraged to set an example/ All managers trained how to set an example/
role model role model
Communication an afterthought Communication on every agenda
Open expression of dissent patchy and not Dissent being aired and constructive ideas
encouraged. Problem focus. harnessed. Solution focus.
Need to know Want to know
Tactical events with no big picture view of Clear link with business goals, strategy and plans
communication for business agenda
Outcomes with impact measured against
Outputs with no evaluation of ROI or just objectives and valid benchmarks
subjective evaluation
