The Deputy Minister must provide firm direction . Effective communication requires skilled participants among both managers and the communications specialists . Strategies, goals and priorities must be periodically set. The key element is the manager's commitment and belief in the importance of communications. By consistent example, personal presence and taking an interest in staff, managers can do more for internal communications than a formal newsletter.
Communications is substance as well as process and the best way to communicate is by example.
Although leadership flows from all levels , that of senior managers and Deputy Ministers is critical. Managers can only lead if they know their department thoroughly and perform competently . Leadership cannot last without integrity, self-sacrifice and example . It demands two-way communication . They prefer to share goals and be consulted about the direction of the department.