Context MattersContext Matters
The Critical Role of Context to Internal Communication

Just about everyone agrees that line-of-sight, the ability to connect one’s role and contributions in an organization to the organization’s strategy and priorities, is critical to employee engagement. But too often it is the missing element in an otherwise sound communication strategy. The difference-maker is context. If people understand the context of their work—the marketplace in which the organization operates, the challenges it faces in succeeding in that marketplace and the needs of its customers and other constituents, line-of-sight is a much simpler proposition.

The goals of this seminar are to examine:

  • How the context in which an organization functions affects people’s ability to understand their work roles and relationships;
  • How unprecedented marketplace and workplace change is affecting the ability of communication professionals to do their jobs and to create sound communication strategy;
  • How to better conceive and manage the role of the communication professional in facilitating employee engagement;
  • The face-to-face communication role of people managers in creating context and engagement in a digital world.

Sample Discussion Question

What marketplace or other external issues have influenced your efforts to communicate the context around a particular issue? Did the provision of that context help improve audience understanding of the issue? What goal or strategy were you aiming to achieve?

SAMPLE Final Project

In a PowerPoint presentation outline how your organization’s marketplace, competitive circumstances (or other external issues) are influencing the context you need to create to help your audience better understand your organization and their role. What are the few major driving issues your organization faces? How will you use them to create the context for understanding? As part of the PowerPoint outline one of your issues using the six-step planning process from the seminar.