Toward better two-way: why communications process improvement represents the right response during uncertain times

Communication during tough economic times necessitates continuous response. A case study conducted over a six-month period that focuses on an internal communications process improvement (CPI) initiative called `Toward Better Two-Way´ that was carried out in a manufacturing division of a Fortune 100 company is presented. The initiative developed an active, two-way communication channel in a setting where exchanges between managers and employees had been infrequent and ineffective