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Before 2006, staff based in Leighton Contractors Western Region mainly relied on the media and the staff rumour mill for information about the company’s direction and performance. With no existing internal communications strategy or public relations staff in place the problem grew during a period of negative publicity and business restructuring that significantly reduced the company’s revenue base. In 2006 the newly appointed Communications Manager recognised that before rebuilding the company’s public profile, work was needed on its internal profile. After researching staff needs, a robust internal communications strategy was developed and implemented. The program has exceeded its overarching goal with 72.3% of staff in 2009 reporting internal communications as ‘good’ or ‘very good’ rankings.
Now Leighton Contractors Western Region has gone from having no focus on communication to quadrupled investment in a proven and effective workplace communications strategy over the last four years, (spanning 2006 to 2010). The strategy showed that, by meeting the communication needs of employees, engagement rises and business performance improves.
In 2006, Leighton Contractors Western Region had to tackle serious staff morale and internal communications issues with no existing internal communications strategy or public relations staff in place. External pressure compounded the issue with WA gearing up for an unprecedented economic boom. The newly appointed Communications Manager first assessed Leighton Contractors Western Region’s employee’s opinions on the company and internal communication issues. Tasked with improving the Western Region’s internal profile before tackling its public profile, the communications goal was to dramatically turn around employee satisfaction and engage staff with a new business direction, spanning new industry sectors. The goal was ambitious, given the disenfranchised, diverse and dispersed workforce ranging from contract labourers to management professionals in autonomous projects across WA. A significant investment in research commenced when the Communications Manager was appointed. The Western Region’s workforce ranges from contract labourers to management professionals working across projects from the Northern Territory to WA’s South West.
General Manager, Executive Management Team, Project Managers and their administrative staff were critical in championing internal communication. A diverse mix of professional and administrative personnel as well as project teams bidding tenders before winning work and moving to site. The benchmarking survey identified a major project with a significant communications issue. Prior to 2006, Leighton Contractors Western Region did not have an internal communications strategy. In developing the strategy significant consideration was given to overcoming the challenges of a diverse and segregated workforce in a demanding and talent-tight industry. The Communications Strategy for the Western Region is documented at the start of each financial year, adjusting to amendments in business direction. The effectiveness of focused internal communications, which listens to staff needs, is evident in this strategy. Process measures demonstrate tools and tactics are reaching the target demographics and they are high quality and appropriate.


Several years after its humble beginnings, Leighton Contractors Western Region’s internal communication has become one of the company’s strengths. The responsibility to communicate research has not changed since the Morrill Act passed in 1862, but the methods have.
At the 2012 K-State Research and Extension Annual Conference, we unveiled a three-part session to introduce experiment station researchers and extension educators to communication strategy basics. The hope is land-grant communicators will be equipped with communication strategies for their individual plans of work.
This blog will provide us the opportunity to share resources and continue the conversation on strategic communication basics with land-grant communicators. This entry was posted in Social Media, Uncategorized and tagged communication channels, Extension educators, land-grant, research communications, social media, target audiences.
Use different strategies for the different groups of stakeholders (as classified in step 2). We’ll look at how to develop skills with each of the above communications in later articles.
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What you know about listening to people has more to do with breaking into the highest levels of management than any amount of technical savvy. Comment on the notion of culture as anthropological notion and the classification of cultures by Geert Hofstede. Comment on the formation, structure (levels, dominant cultures - subcultures), maintenance and modification of corporate cultures. Comment on acculturation, its main stages, acculturation ‘agents’ and methods to access information on corporate culture.
Comment on the notion of a team, team structure, leadership, collaboration methods and groupthink syndrome. To quote Ursula from Disney’s The Little Mermaid, “Never underestimate the importance of body language.” Approximately 90 percent of communication is nonverbal. Communication is an important part of every aspect of life and as a result, these strategies can help with just about anything. Disengaged and dissatisfied, the dispersed workforce had low morale and little company loyalty.
Staff retention was a business priority, making strategic internal communications vital to boost morale and improve workplace desirability. Only a well executed internal communications program aligned to related strategic objectives was going to deliver the goal.
The internal communication strategy stems from this and objectives are translated into tools and tactics, scheduled across the year, within a certain budget.
Evaluation data is analysed to identify what learning and strategy adjustments should be made.
We are left trying to determine the best way to reach our audiences and advance our legacy.


We identified appropriate short-form, medium-form, and long-form communications, with examples from successful organizational communicators.
The tone of voice used, the posture adopted, and the accompanying hand motions can drastically change the spoken word’s meanings. As a general rule, such people are not very good communicators because they fail to communication strategies that are two parties involved in every act of communication.
When creating a communication strategy, it is important to keep in mind who the audience will be. They are particularly important for businesses who want to give the right message to their clients or shareholders. Staff indicated a low understanding of the business direction, low morale an dissatisfaction with the company leadership. Extension educators face challenges every day to inform and educate a variety of target audiences as communication channels change and devices proliferate. These forms included both traditional and contemporary communication methods, with examples of different strategies — from news releases and publications to Twitter and blogs — for communicating a timely issue. Sometimes our personal communication strategies prevent us from saying what we really mean. Since body language is such an important part of communication, it should be included in any communication strategy.
Shareholders are not particularly interested in the details of the marketing campaigns and customers don’t really care about quarterly reports. An effective communication strategy ensures that the right message gets across in the very best manner, rather than leaving things ad hoc and potentially disastrous. Incorporating new communication tools into our everyday work may be seen as overwhelming rather than an opportunity to streamline and repurpose traditional communication methods. Communication strategies like this will save you frustration if you learn to express your feelings in the moment to clear the air. Instead, try writing out the unedited version of what you want your breast exercises to know, then clean it up so it's clear, kind and direct.
Keep in mind that in the current digital era, the medium chosen to convey the message can also be considered calories burned part of nonverbal communication. An effective communication strategy should be based on feedback from the person to whom the message communication strategies directed. Just as the two groups would be addressed in completely separate ways, individuals from different cultural backgrounds should not all get the same message. In addition, the strategy should include tips and techniques for good listening, and encourage behaviors like active listening.
Culture greatly affects social interaction and communication strategies should take that into account.



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