ms. Although this has been used as a euphemism for downsizing, the original intent of this model is to carefully scrutinize and re-design basic business systems around work processes rather than bureaucratic “silos” and departments. ComADD model — The communication analysis, design, and development model (Gayeski, 1993b) is a system for identifying and operationalizing performance gaps and for selecting and assessing communication-based solutions. It consists of 5 phases: initiating, descriptive, conceptual, prototypic, actual, and continuous improvement. This model is iterative rather than linear, and emphasizes the development of a number of alternative solutions that are selected by a process of rapid prototyping and determining optimum potential return-on-investment of time and money. A MODEL FOR DEVELOPING INTEGRATED COMMUNICATION INTERVENTIONSThe integrated communication model proposed here reflects the theories and perspectives described above: an examination of customer and market needs, an identification of performance goals and gaps, an examination and possible re-design of basic business processes to meet those goals, and the systematic identification, implementation, and evaluation of a coordinated set of communication solutions. Communication resources and perspectives requiredIn order to offer integrated communication interventions, a team or a multidisciplinary communication professional with competencies in message design, training, persuasion, incentive systems, business process reengineering, media / information technology, marketing, employee selection and performance assessment is needed. This team or person works with the client and a representative constituency of the target audience to analyze the situation and to prototype and evaluate interventions. The team may exist within one department, or may be an interdepartmental work group. The analysis and development steps for an integrated approach...
