LEADERS AS STRATEGIC COMMUNICATORS by L Berk
When it comes to communicating effectively, leaders must not only be mindful that less is more but that strategy trumps tactics. These co-authors, professors and communications consultants, argue that leaders are more than willing to communicate, but that they too often approach the task on a tactical rather than strategic level. Moreover, these same leaders may use every medium and format available, but they rarely co-ordinate their use and deploy them selectively. Four steps taken - assessing the context, crafting the strategy, implementing the strategy and provoking the dialogue - will enable leaders to deliver messages that are clear, effective and achieve their goals.
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