Communications is a process not an event. It is an ongoing two-way dialogue between management and employees. We no longer live in an era where the 'boss' tells the 'workers' what to do and expects them to just get on with it. Successful companies instead must engage their 'colleagues' in their business strategy and keep them engaged. However, you just can't expect the multitudes to turn up for work and just get it. The role of the communicator is to embed that understanding and, in an ideal world, create a culture with a passion for success where everyone becomes a stakeholder.

I pity the poor souls at RBS trying to convince their 'stakeholders' that paying their incompetent ex-Chairman £700k per annum is a viable business strategy! It's a dirty job but some internal communicator will have to do it!

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