Culture before internal communication plan: Why Africa needs the ACCRA framework

Why do numerous organisational initiatives and projects often fail despite having a seemingly well-designed internal communication plan?

I believe the key factor is culture, which is often undervalued in both research and practice.

Across Africa, organisations are adopting digital transformation, restructuring, policy reform, and innovative work methods. Employee resistance is often a major obstacle to successful change. However, the issue is not always poor internal communication; rather, organisations often struggle to communicate in ways that align with their employees' cultural contexts.

This observation is the foundation of the ACCRA Framework for Internal Communication and Change Management, which I present in my forthcoming book, Communicating Change in Africa (Palgrave Macmillan). ...