You are developing the communications strategy and as part of the process are considering who will deliver specific messages to employees. One of the…

ACMP emphasizes that communications are most effective when tailored to audience trust. For

personal questions like “What’s in it for me?”, employees expect to hear from their direct

supervisors, who understand their roles, daily work, and concerns. Executives are the best senders of

enterprise-level “why” messages, and the change management team ensures consistency of

strategy. HR provides procedural clarity but lacks the direct authority over daily impact. Thus,

supervisors are the preferred senders for WIIFM communication.

(Reference: ACMP Standard, Process Group 4 – Execute Plan; Communications activities: Define

senders/receivers for message types; Linkage to stakeholder analysis and impact assessment.)