An integrated communication strategy for health service managers.

Abstract

Highlights the importance of communication as a management activity. In particular, examines ways in which internal and external communication strategies can be integrated. To this end, proposes a communication strategy sequence which provides a robust methodology for gathering data and informing decision making regarding communication needs. Details the four key steps in the sequence and provides examples from work done in Northern Ireland. Discusses the principles and practices of data collection and emphasizes the importance of securing the commitment of senior managers. Examines the costs and benefits of introducing comprehensive communication programmes and points out organizational advantages.