The communication journey – from apathy to advocacy
The Gatehouse 5As model illustrates the journey we believe employees need to take to become genuine advocates of your business and your brand.
The Gatehouse 5As Model
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Inside many organisations, but particularly in those undergoing transition, we usually find that a significant number of employees are apathetic – they have largely switched off to corporate messages and are instead focused on protecting their patch and safeguarding their individual futures.
Others are aware but lack appreciation – they know something is happening but they do not really understand it.
Some understand your plans but do not actively support them.
A small number are demonstrating the right behaviours (in line with your values), but are not proactively recommending and championing the business to others.
You will inevitably have employees at every stage of this journey.
Where employees are dictates your communication approach. Moving people from appreciation to action, for instance, requires very different tactics to moving them from awareness to appreciation. The former demands a high level of face-to-face communication, whilst the latter can largely be achieved through electronic and print channels.
The model also underlines the fact that internal communication is all about hearts and minds – you have to first satisfy employee’s rational information needs (by creating awareness and building appreciation) and then gain their buy-in (by engaging them emotionally) in order create advocates.
The thinking inherent in this model guides the way we approach client projects. Whether we are developing full scale plans or designing specific channels, our aim is always to take employees a step closer to advocacy.
Contact us if you would like more information on the Gatehouse 5As model.