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An organization’s ability to promote and maintain effective communication practices becomes ever more critical in the face of rapid change, uncertainty, and high technology (McLagan and Bedrick, 1983). In fact, several years ago a national organization of training and development professionals (the American Society for Training and Development) put increased readiness for change at the heart of its concerns. Employees at all levels need, more than ever before, to process information accurately, deliver messages clearly, write concisely, and work effectively with their colleagues. Communication educators play an increasingly important role, as employees at all levels anticipate dealing with an often chaotic and ever- changing work environment. Clearly, when training professionals examine effective ways of developing a flexible, highly adaptive workforce, communication skills training is high on the list of action steps. Samuel Certo (1985, p.555) explains, “Future-oriented managers must see the future not as an uncontrollable development but as a factor that can be influenced significantly by present ... behavior.”


Required Publisher Statement
© SAGE. Final version published as: Brownell, J. (1989). The RADIAL model: An integrated approach to in-house communication training. Business and Professional Communication Quarterly, 52(1), 3-10. doi: 10.1177/108056998905200102
Reprinted with permission. All rights reserved.