LJ 2-5a

Why is it necessary to look through the four lenses when developing an internal communication strategy?

The four lenses allows you to make sure that all groups have been identified and content/context is geared toward each different group. It also ensures that the correct amount of emotional intelligence is being employed in the strategy. Each group and individuals within a group will require different ways of communicating the main message. Top management will want to understand the benefits and strategic objectives for the message. They may also wish to have thorough explanations of the details, more to the quadrant D. Middle managers and supervisors will want to understand what? why? and how? They will be worried about effects on their departments, their staff, and themselves. This is mainly quadrant B and some A. The general workforce will want to understand "Whats in it for them" and may need reassurance. The benefits will come from the quadrant A perspective and the empathy/understanding will come from the quadrant C perspective. If the communication strategy does not use the four lenses, then the possibility of failure is greatly increased or even inevitable.