chapter  16
22 Pages

Communications, innovation and learning

Communicating the quality strategy People’s attitudes and behaviour clearly can be influenced by communications; one has to look only at the media or advertising to understand this. The essence of changing attitudes is to gain acceptance for the need to change, and for this to happen it is essential to provide relevant information, convey good practices, and generate interest, ideas and awareness through excellent communication processes. This is possibly the most neglected part of many organizations’ operations, yet failure to communicate effectively creates unnecessary problems, resulting in confusion, loss of interest and eventually in declining quality through apparent lack of guidance and stimulus.