Communicator’s Crisis: When There Is No Buy-in

I have not written anything on this blog for months, taking a good amount time to redefine myself within the communication profession. It has been a very strange experience as the usual enemy causing the communication crisis didn’t appear in the form of an exceptionally difficult stakeholder or bad publicity. Instead, here I was, full of doubts whether my approach … Read More

Zhenya StarkovaCommunicator’s Crisis: When There Is No Buy-in

Exploring the Role of Communication in Change Management


Ours is a very fluid discipline and its strength is in the ability to adapt and serve the most urgent needs of an organization. It is, therefore, not a surprise that every existing model in the MBA armamentarium discusses the essential role of communication in change management. Every book on change management has a chapter dedicated to communication. Every sound … Read More

Zhenya StarkovaExploring the Role of Communication in Change Management

Communication Objectives: Why Bother?

Communication objectives staircase model

Nearly every project within an organization must be communicated at one point or another. Interestingly enough, few companies set communication objectives for individual projects. “Let’s just skip this part – we have all our project objectives listed here, that’s kinda like the same thing”, isn’t it?” Well, it isn’t, unless we are talking about pure and undiluted communication projects, which … Read More

Zhenya StarkovaCommunication Objectives: Why Bother?

What is Communication Management?

what is communication management

Scientific and applied literature offer extensive definitions of communication management. Oftentimes these definitions embrace an integrated approach which suggests that a fusion of various communication-related disciplines within a company fall under the responsibility of one team and its manager. Communication management is defined as a systematic planning and realization of information flow, communication, media development and image-care in a long-term … Read More

Zhenya StarkovaWhat is Communication Management?

Communication and Change: The Story of 3 Dutch Brands

eacd communication and change

Communication is essential in the time of change – we know that already. This is what we read in all professional literature on the subject, this is what they tell us at school. Nonetheless, this happy marriage of communication and change continues to invite discussion, debates and speculations. That’s the thing about change: it’s usually unpredictable, rarely expected and almost … Read More

Zhenya StarkovaCommunication and Change: The Story of 3 Dutch Brands