Culture before internal communication: Why Africa needs the Accra Framework

This observation is the foundation of the ACCRA Framework for Internal Communication and Change Management, which I present in my forthcoming book, Communicating Change in Africa (Palgrave Macmillan).

It is an invitation to frameworknal communication from an African perspective, one where culture is recognised not as background noise, but as the foundation on which meaningful communication and sustainable organisational change must be built.

The ACCRA Framework: Awareness Creation, Community Legitimacy, Cultural Translation, Relational Reinforcement, Adoption Alignment (Tandoh, Communicating Change in Africa) THE ACCRA FRAMEWORK: Five Dimensions AAwareness CreationCultural literacy: understanding the values employees bring before crafting any message.