In this media demo video Marcia explains the importance of leadership in communicating change and how any change strategy has to be linked to the delivery of business outcomes. Even when implementing a new IT system, the focus of communication should be why this system has been chosen and how it links to strategy and is integrated with a broader focus. Change communication is about why things are changing not what is changing. The first engages, the latter merely focuses on information.
August 26th, 2014