To prevent these problems, before sharing information, you
should take the first step of asking yourself, “Who has to do what
for us to be successful?” The answer can help shape the communication. In Ovaitt’s world, there are four steps for successful
communication:1. Awareness. By sharing the information, you at least help your
target audience—employees or customers, for examplebecome aware of a situation or set of facts.
2. Understanding. Using logic, you can explain and reason
through the information being shared. A constituency group
can be made to clearly understand what’s at stake.
3. Readiness to do something. The target group needs to be emotionally engaged or experience the issue themselves before
they’ll be ready to do something about it.
4. The desired behavior. You get the desired behavior by asking
people to do something