States that efficient communication of the TQM message is essential if a programme is to be implemented successfully. Underlines the need to tailor communications messages according to who they are directed at, especially employees, and suggests that quality managers work together with public relations departments in order to get these messages across. Proposes that communication holds the key to change and that if employees understand exactly what is being asked of them in a quality initiative, then they are more likely to respond positively.
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