THE ROLE OF STRATEGIC COMMUNICATIONS IN THE THREE LEVELS OF OUTCOMES
We finally understood that for each of these three levels of change processes, strategic communications can play a key role. This was precisely the marriage that we were lacking at the onset of our embedment process. Exhibit 8.6 therefore adds these communications dimensions to the outcomes and embedment change focus.
The three levels require different communications strategies.
The business results level requires a strategic communications plan that addresses change in terms of the strategic intent, the components of the strategy, and how innovation embedment fits in this change. It should continuously use the same three to five themes in order to reinforce a consistent intent ...
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