chapter  11
20 Pages

People – communications and training

Communicating strategy and change People’s attitudes and behaviour clearly can be influenced by communication; one has to look only at the media or advertising to understand this. The essence of changing behaviour in business 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 poor performance through apparent lack of guidance and stimulus.