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Whose change is it anyway?

12:30 pm - 2:00 pm
National Portrait Gallery

Understanding our audience attitudes and knowledge.

We’ve all heard, “If you don’t know where you’re going, any road will take you there,” a paraphrase from Alice in Wonderland.

With change programs, we believe we do know where we’re going. The problem is that we may not have a clear idea of where we are starting from. Sometimes we see operational numbers that tell us there is a problem, but our assumptions on what is causing the problem may be wrong. We develop strategic communication plans to take people on a journey to our new future, but we don’t do the upfront research to understand where they are right now, or what it might take to get them moving in a new direction.

International communications expert Angela Sinickas will share stories of change programs that would have gone horribly wrong without adequate analysis to identify the real causes of the problems. Angela will focus on building our approach to stakeholder research to understand people’s starting point-knowledge and attitudes relevant to developing the most effective strategies.

Date: 26 April 2018
Time: 12:30-2:00pm
Cost: Members $60   Non-members $90


About your speaker

Angela D. Sinickas, ABC, IABC Fellow


Angela Sinickas

A pioneer in the field of organisational communication measurement, Angela Sinickas has been measuring the effectiveness of communications since 1981. Her prolific publications and speaking engagements on the topic since then have made her name synonymous with measurement of organisational communication. Angela and her measurement work have been cited in Harvard Business Review, Investors Business Daily, HR Magazine, Executive Solutions, PR News, Journal of Communication Management, Ragan Report and Communication World, among many other publications.

Angela is the president of Sinickas Communications, Inc., an international communication consultancy helping corporations achieve business results through targeted diagnostics and practical solutions. Since Angela founded Sinickas Communications, Inc. ( in 2000, her firm has conducted communication research, measurement and training with companies, organizations and governments in 32 countries. Her firm’s clients include 25% of the Forbes Top 100 largest global companies.

She is author of a manual, How to Measure Your Communication Programs, chapters in several books and over 150 professional articles available on her website. Her work has been recognized with 21 international awards. Before starting her firm, Angela held positions ranging from editor to vice president within corporations and other institutions and worked as a consultant and practice leader at Hewitt and Mercer. She holds a BS in Journalism and an MS in Leadership.


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