ABSTRACT
Internal communication is a means to an end, not an end in itself – and part of its rationale is to help turn strategy into action by engaging, informing and directing employees. This chapter looks at developing an internal communications strategy that is rooted in business, contributes to the business, and makes the connection between the strategy of the organization and its employees’ contribution. It also looks at what prevents employees following strategy, and what causes the mismatches between organizations’ strategies and employees’ actions.
