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Strategic Internal Communication

Strategic Internal Communication

How to Build Employee Engagement and Performance

David Cowan

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Design and implement an internal communications strategy that will improve communication, motivation and performance in your organization.

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About the book

Previously restricted to cascading information and managing day-to-day conversations, internal communication is now essential to empowering employees to deliver business strategy. Strategic Internal Communication shows how to design and implement a strategy which will lead to engaged and motivated staff, increased productivity and consequently improved business performance. The book uses the author's own Dialogue Box tool designed to help companies explore more thoroughly what kinds of conversations they need to have with employees to address internal and cultural challenges. It helps transform organizations into open and transparent communities to ensure that entire workforces are committed to the overall business vision.

This fully updated 2nd edition of Strategic Internal Communication includes new information on how to use Dialogue Box during times of transition and organizational change. It also gives advice on how to manage difficult conversations and avoid damaging miscommunication and misinterpretation. Supported by examples and case studies from the author's own experience, Strategic Internal Communication is an indispensable guide to creating an integrated and collaborative culture which will take your organization to the next level of success.

Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: The New Organizational Triangle – Internal Communications, Employee Engagement and HR;
    • Chapter - 02: Culture Shock – Corporate Culture Does Not Exist;
    • Chapter - 03: Communicating Through Change, Changing Through Communication;
    • Chapter - 04: Dialogue and the Digital World;
    • Chapter - 05: Zone 1 – Intelligence – How Organizations and People Think;
    • Chapter - 06: Zone 2 – Emotion – How Organizations and People Feel;
    • Chapter - 07: Zone 3 – Interpretation – How Organizations and People Understand;
    • Chapter - 08: Zone 4 – Narrative – How Organizations and People Agree (or Disagree!);
    • Chapter - 09: The End Zone – Ensuring Effective Dialogue – How Organizations and People Talk;
    • Chapter - 10: Using the Dialogue Box


In a complex and uncertain world nothing can be achieved without extensive, multi-directional, reiterative communication. The Dialogue Box is an effective tool to facilitate and structure such communication.
Lex Hoogduin, Founder of GloComNet, Chairman of LCH and Non-Executive Director of London Stock Exchange Group

Cowan's emphasis on attending to the feelings and experiences of all individuals in order to achieve effective internal communication is a welcome contribution.
Lisa M Cuklanz, Professor and Chair, Communication Department, Boston College, USA (about the previous edition)

We are making great use of the Dialogue Box; it is both innovative and challenging. Our managers find it an excellent analytic and diagnostic tool to improve their communication capabilities.
Hisham S Al-Joher, Director, Global Internal Communication, SABIC (about the previous edition)

Book Details

  • EAN: 9780749478650
  • Edition: 2
  • Published: 3rd June 2017
  • Paperback
  • Format: 234x157
  • 232 pages

About the Author

Dr David Cowan is a visiting scholar in the Communications Department at Boston College, USA. He has worked with a variety of clients, including SABIC, Honeywell Aerospace, SAP, Saudi Aramco, Hewlett-Packard, and has taught the Dialogue Box to over 600 participants in America, Britain, China, Netherlands, India, Saudi Arabia, Singapore and South Korea. He is former Global Head of Internal Communications at ArcelorMittal and has worked at the World Bank and as a finance and technology journalist. He holds degrees from the University of Oxford and the University of St Andrews, where he earned his PhD.

David Cowan

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