Product Description

Marshal support throughout your organization

Develop a communications strategy that works for -- not against -- you. Based on years of battle-tested principles and case-examples, Roger D'Aprix tells managers how they can avoid the communications breakdowns that sabotage attempts at change, and cause employees to lose faith in their leaders and the system itself. Instead, he shows how communications can be used strategically to connect an organization's vision, mission and business goals to the forces and opportunities in the marketplace -- the driving force behind all change. Includes D'Arpix's market-based strategic communications model for integrating and aligning communications at all levels.

Product Details

• Amazon Sales Rank: #690970 in Books
• Published on: 1996-02-16
• Original language: English
• Number of items: 1
• Binding: Paperback
• 176 pages

From Booklist
In producing a remarkably commonsense book, D'Aprix has introduced a much needed word into executive vocabulary: communicating. Sprinkled with references to U.S. market leaders, such as GE and Xerox, he outlines in broad strokes the best strategic communications model; each piece of advice is accompanied by statistics and real and fictitious case histories, all intended to convince and persuade. Few good public relations practitioners will argue the tenets presented here or take away much startling information, but both top-and mid-level managers just might be surprised at the case D'Aprix makes for the power of internal communications. Barbara Jacobs

Customer Reviews

Just the Primer I needed
As a founder and executive of a fast growing startup, I found d'Aprix's "Communicating for Change" book exactly the introduction I needed to the internal (corporate) communications profession. He effectively defines "strategic communications" (he coined the term) and then articulates why and how strategic communications are necessary in any organization.

The book's strongest contribution is a simple model for approaching internal communication (as articulated in the subtitle): focus on the marketplace. His arguments are based on 2 decades of data and first hand experiences. His brilliance is being able to effectively describe communication principles to those outside the communications profession.

In a few short sections D'Aprix heads off target into territory where his expertise is not so valuable (in management and leadership concepts). But if you're looking for a primer on how to use internal communications to make your organization more effective, this is the book for you. D'Aprix even gives you an added bonus: the book is very short.