1.5 - About University

An effective communication strategy is built on these five steps:Step What is needed Key questions for leaders➊ Outcome➋ Messages➌ Context➍ Reinforcement➎ FeedbackBe clear on what is to be achieved.Put statements in easily understood language.Information is made relevant by connecting itto current organizational situations or goals.Information is communicated more than onceand in more than one way.Get input from employees on the outcome andthe process of the communication.What do we want employees to do as a result oftheir receiving this information?What key information do employees need?Why is it important for employees to understandand act on this information?What other methods should we use to ensure thatemployees understand essential information?How was the information received and whatimpact did it have?H OW TO USE THIS LEADERSHIP TOOL“Communications is not our core business, but a strategy to help us achieve our goals. It underlies everything wedo, and is a skill that all leaders need for success.”—CEO, major oil and gas companyLeaders often need to communicate with large and geographically dispersed groups of employees.Here is an example of effective leadership communication that will help you thinkthrough how you might manage communications within your organization. The GeneralManager of a production facility announced a new health and safety program, with the objectiveof getting buy-in and active cooperation from all plant employees. The problem was thatemployees operated in round-the-clock shifts and were not available at one time, or in oneplace, to receive the information. The communication process the General Manager usedproved to be successful. It demonstrates the effective use of multiple methods of communication,repeated over time.➠➠➠➠➠➠➠The General Manager introduced the new health and safety program at an employee“town hall meeting,” articulating the vision, context, and goals for the program.The Health and Safety Manager reinforced this message, providing further informationat many workgroup and team meetings.The program was discussed at the monthly health and safety meeting of team leaders.All employees received a memo about the new program, distributed through individualmail slots.A notice was circulated to all shift supervisors, asking them to bring the new programto the attention of employees at the start of their shifts.A supporting e-mail was distributed, and the same information was posted on bulletinboards.The original information was reinforced with supporting messages for the next severalmonths, to ensure that the new program was well understood.240 SECTION 8 TOOLS FOR COMMUNICATION