'A leader doesn't just get the message across, the leader is the message'  Warren Bennis

Some of the key thoughts are:

• It is important to be clear on the strategy before you start any 'mass' communication
• Do your stakeholder analysis
• Keep the messages simple, keep saying them and check they are landing
• Involve your people in shaping the message
• Communication is a 2 way process
• As you get feedback from your communication your strategy may evolve