Title Successful Employee Communications
Subtitle A Practitioner’s Guide to Tools, Models and Best Practice for Internal Communication
Author Sue Dewhurst , Liam FitzPatrick
ISBN 9780749484521
List price GBP 29.99
Price outside India Available on Request
Original price
Binding Paperback
No of pages 256
Book size 159 x 229 mm
Publishing year 2019
Original publisher Kogan Page Limited
Published in India by .
Exclusive distributors Viva Books Private Limited
Sales territory India, Sri Lanka, Bangladesh, Pakistan, Nepal, .
Status New Arrival
About the book Send Enquiry


Communicating a company’s goals, strategy and tactics, change processes and brand values effectively within the workplace, makes a real difference to the success of any business. When handled professionally, it has a positive impact on employee engagement, organizational culture and performance. Successful Employee Communications shares the stories of leading practitioners and focuses on the tools, models and practices that have worked in a variety of situations and range of organizations.

Drawing on case studies from well known organizations in the public, private and not for profit sectors, this book includes insights from manufacturing, telecoms, pharmaceuticals, professional services, FMCG and more. It explains how to make the case for internal communications at all levels, advising on how to set objectives, select the right communication channel, suggest the best way to deliver tough messages, and evaluate and collect effective data. Successful Employee Communications is an essential guide for anyone responsible for managing the communications around employee engagement, motivation, retention and change management.


Key features:

  • Shows readers how to apply the tools, models and practices from communication campaigns that have been successful in a range of organizations
  • Advises how to communicate change effectively and bring clarity and stability to difficult situations
  • Outlines an easy-to-follow framework for delivering communication strategies that engage employees and managers and executives
  • Features case studies from global companies including Unilever, John Lewis, HSBC, KPMG, Volvo Group, BBC, Cisco, Body Shop, and Centrica


Figures and tables

Preface: Read this first

Chapter 1: Making the case for employee communication • Chapter objectives • What exactly is employee communication? • Context matters for employee communication • Defining employee communication • Where does the employee communicator’s value lie? • The content producer • Behaviour drivers • Supporters and facilitators • Asset growing • Choosing your own value proposition • Defining the value you add through employee communication • Getting the basics right • Driving outcomes • Supporting others • Asset builders • It’s not one or the other • Conclusion • References

Chapter 2: Conducting your own employee communication audit • Chapter objectives • Why bother reviewing your employee communication? • A few pitfalls with auditing employee communication • The audit wheel – a simple guide to what to look at • Communication effectiveness – are we doing the right things? • Constructing the audit: Research methods • Conclusion • Notes • References

Chapter 3: Setting objectives for employee communication plans: Considerations, frameworks and examples • Chapter objectives • Wants, needs and problems • Giving stakeholders what they want • Adopting a consultant mindset  • Setting out the route: The ARROW framework • Managing concerns • So, you’ve helped your stakeholder explore the problem to be solved. Now what? • The core business/organizational aim • The communication objectives: Do, feel, know • Employee behaviours: What do you need people to do? Who needs to do it? • Employee perceptions/mindsets/attitutes/values/beliefs: How would you like people to feel? • Employee knowledge and understanding: What would you like people to know? • Using research to fill the gaps • Making communication objectives SMART • So, where are we now? • A final word on flexibility • Conclusion • References and further reading

Chapter 4: Understanding your audiences: What practitioners do in practice • Chapter objectives • Let’s start with a quick test • Know your place • The essentials we all need to know •  Segmentation • Segments with personality • Where to get your audience data • Conclusion • References

Chapter 5: Messaging: Managing meaning • Chapter objectives • Frame, narrative, message • It all starts with framing • Narratives connect • Getting your message straight • Conclusion • Note • References

Chapter 6: Choosing channels for employee communication: Finding inspiration from others • Chapter objectives • Why every organization needs a good toolbox • First steps in reviewing your channels infrastructure: Five questions from our case studies • Changing channels and introducing new ones: Five tips from our case studies • Tone, content and earning attention: Five lessons from our case studies • Five reasons why employee voice matters • Conclusion • Notes • References and further reading

Chapter 7: Line managers as communicators: How to help them add the most value • Chapter objectives • Seeing it from the leader’s perspective • Briefings, cascades and ‘getting the message out’ • But what does it mean? And why should I care? • Putting theory into practice: How can leaders add the most value? • Busting a myth: People don’t always want to hear it from ‘my line manager’ • So what do leaders who communicate well, do? • What about cultural variations? • Building leaders’ communication competence: Training and coaching • Training topics to consider • Creating the right environment: Make it easy • Why does it matter? Investing time and energy in leadership communication • References

Chapter 8: Making it happen: Making sure your great ideas see the light of day • Chapter objectives • Why is employee communication so difficult (for some of us)? • The big five EC facilitators • Bringing value into focus • Playing the right communications role • Processes that work • Networking and collaborating • Competencies: What it takes to do the job • Conclusion • References

Chapter 9: Employee communication planning for change • Chapter objectives • When a plan comes together • Why does change feel difficult? • How do we change behaviours? • Conclusion • Note • References

Chapter 10: Sharing the bad news: Communication in tough times • Chapter objectives • It’s not always sunshine and roses • Why should an EC professional care about bad news? • Let’s just tell them it’s not as bad as they think • Fearing the worst • Thinking about breaking bad news – some principles • It’s how you say it... • The announcement • Preparing leaders and managers • Building your bad news muscles • Look after yourself • Conclusion • Note • References

Chapter 11: Is it working? Employee communication evaluation and measurement that adds value • Chapter objectives • Why should we bother with communication evidence? • What specifically should a communicator look at? • Owning your own data • Analysis and insight • Reporting for action • Conclusion • Notes • References

Chapter 12: Communicating on purpose: Helping employees find meaning in the modern workplace • Chapter objectives • Why does purpose matter, for people and organizations? • What exactly is a purpose? • How can communicators work with purpose? • The need for authenticity: Working with purpose for the right reasons • Making purpose personal • Conclusion • References



About the Authors:

Sue Dewhurst spent 15 years working as a senior internal communicator in house and in consultancy. For the past decade, she has focused on learning and development, serving as internal communications trainer and coach for thousands of leaders and professional communicators. Her models and frameworks are used in organisations worldwide.

Liam FitzPatrick is experienced in change management, PR and internal communications. He has worked both in-house and for major consultancies the last three decades running change campaigns, developing communications teams and advising on metrics and evaluation. Liam lectures on developing teams, research and planning, and has served as an external examiner at UK universities.

Target Audience:

This book is an essential guide for anyone responsible for managing the communications around employee engagement, motivation, retention and change management.



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