Raaj evolved the seminal communication strategy for Golder Associates Ltd.’s Calgary office. A significant element of change management and audience education was required to alter the negative perception of communication and PR as avoidable overhead expenses.
To win support and build consensus, he delivered presentations to all divisions and groups. He next established a baseline of audience perceptions, needs and preferences related to communication using quantitative (survey) and qualitative (in-person interviews, focus groups) methods. He then led the implementation of the multimedia (print, email, Intranet, digital signage, social media) communication strategy. A follow-up evaluation three years later revealed strong progress with employees better engaged with the organization’s vision and mission. The communication strategy helped drive a mindset change in embedding health and safety, mentoring, quality, and project management into the organizational culture.