Gartner Research

Use a Communication Framework to Gain Alignment and Success

Published: 12 March 2013

ID: G00246520

Analyst(s): Donna Fitzgerald, Elise Olding

Summary

Programs and large projects that do not build support and create excitement around the benefits the program is delivering are rarely stunning successes. Program managers need to build an effective communication strategy to create buy-in and engagement at all levels of the organization.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Gain Executive Alignment by Creating a Shared Vision
    • The Mere Act of Funding Does Not Signify Alignment — Creating a Shared Vision Does
    • Alignment Is an Ongoing Process, Because Things Always Change
    • Case Study — A Shared Message Moves an Enterprise Forward
  • Engage the Organization at All Levels to Make Communication Effective
    • Reaching Middle Managers Can Be a Challenge
    • Engaging Peer Advocates Surfaces Employee Concerns
    • Case Study — Communicate Often and From Multiple Perspectives
  • Implement the Change — Monitor, Adjust and Communicate
    • Case Study — Ending the Program Early Can Result in Failure
  • Bottom Line

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