From Cascade to Conversation

From Cascade to Conversation challenges organisations to rethink how they communicate with their employees. It argues that organisations have lost control of the message – if they ever had it. People everywhere have found their voice. The audience no longer passively receives the message, but shares and shapes it. Broadcasting to employees is therefore becoming dangerously archaic in this digital age. Success demands greater internal collaboration, which can only happen through genuine conversations. In an era when deference is in decline and trust in short supply, conversation also has the power to restore much needed faith and confidence in our leaders. The book examines what the shift from cascade to conversation means for the employee communications profession – for the content we write, channels we build, measurement we undertake and the skills needed of leaders and practitioners. Author Katie Macaulay is the managing director of AB – one of the UK’s longest established communication agencies, founded in 1964. She has a career spanning more than 20 years in corporate communications. The book includes case studies and contributions from BT, Sainsbury’s, Oxfam, B&Q, Post Office, Crossrail, HSBC, Waitrose and Coca-Cola Enterprises.