LOOK, I’D BE BOLD ENOUGH TO SAY “Who isn’t it for?” Walk into any organisation and point out to me anyone who doesn’t have a stake in better employee communications. Maybe some don’t care, but no one in an organisation can work in a vacuum – a comms silence. They need to know how to do their job and keep up with changes at the very least. Health and safety alone provides a ton of communications – and I’ve been in organisations where it is the dominant topic.
To be specific though, I’d say the book obviously supports comms managers (and definitely internal comms managers if the organisation has such a specialised role – not always the case). But, as I say in the book, every manager is a comms manager really. They should all know the best ways to communicate, because their teams and reports expect it. They email, run meetings, speak on videos…they’re high-level communicators, so having some knowledge of best practice I would think is valuable.
I think CEOs in particular should understand how this game works; the troops look to them to be the best communicator in the organisation. I’ve worked with some excellent CEOs – Paul Ravlich at Siemens and Peter Reidy at KiwiRail – who knew this and made themselves available, familiar with best practice and highly supportive of the internal comms programme. But senior management team members should also embrace this – and have a place for internal communications in their operational plans. That particularly applies, I believe, to Human Resources management; employee comms is the lifeblood of their business within an organisation, particularly given the lead role they have in managing change – when the need for comms rises significantly.
But what I’d really like is for the young, the new, those who don’t have to manage anyone but themselves – the ground troops – to absorb my story and be emboldened to seek and even demand improved internal comms. My dedication in the book is to “every employee who ever felt left in the dark…” telling them “there is a better way”, and the book I hope maps that out for them.