Communicating for Change
In producing a remarkably commonsense book, D'Aprix has introduced a much needed word into executive vocabulary:communicating. Sprinkled with references to U.S. market leaders, such as GE and Xerox, he outlines in broad strokes the best strategic communications model; each piece of advice is accompanied by statistics and real and fictitious case histories, all intended to convince and persuade. Few good public relations practitioners will argue the tenets presented here or take away much startling information, but both top-and mid-level managers just might be surprised at the case D'Aprix makes for the power of internal communications.Barbara Jacobs