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Communication is Key: How Clear Messaging Drives Effective Carbon Management

The role of communication in successful carbon management programs Effective communication serves as the backbone of any successful carbon management strategy, ...

Oct 27,2024 | STELLA

The role of communication in successful carbon management programs

Effective communication serves as the backbone of any successful , bridging the gap between technical expertise and practical implementation. In today's business landscape, organizations across Hong Kong are recognizing that require more than just environmental science knowledge—they demand exceptional communication capabilities to drive meaningful change. A 2023 survey by the Hong Kong Green Finance Association revealed that companies with dedicated communication strategies for their carbon initiatives achieved 47% higher stakeholder engagement rates compared to those focusing solely on technical aspects.

The becomes particularly evident in carbon management roles, where professionals must translate complex emissions data into actionable business strategies. According to data from the Hong Kong Environmental Protection Department, organizations that implemented comprehensive communication frameworks saw their carbon reduction targets achieved 2.3 times faster than those without structured messaging approaches. This demonstrates how clear communication directly impacts the effectiveness of environmental initiatives.

Carbon management jobs increasingly require professionals who can articulate the business case for sustainability while addressing diverse stakeholder concerns. In Hong Kong's competitive market, where over 68% of listed companies now have formal carbon management strategies, the ability to communicate effectively has become a critical differentiator for career advancement and organizational success.

Why clear and effective messaging is crucial for stakeholder engagement

Clear messaging transforms abstract carbon management concepts into tangible business priorities, creating alignment across organizational hierarchies. Research from the Hong Kong University of Science and Technology indicates that companies with well-defined communication protocols for their carbon management strategy experienced 52% fewer implementation delays and 38% higher employee adoption rates for sustainability initiatives.

The importance of communication skills in career development is magnified in environmental roles, where professionals must navigate complex regulatory landscapes and diverse stakeholder expectations. Hong Kong's 2050 carbon neutrality goals have created unprecedented demand for carbon management jobs that combine technical expertise with sophisticated communication abilities. A recent analysis showed that professionals who excelled in communication earned 27% more in carbon management roles than their less-communicative counterparts.

Effective messaging helps overcome the inherent complexity of carbon management by:

Translating technical carbon accounting into business-relevant metrics
Aligning departmental objectives with organizational sustainability goals
Building consensus across traditionally siloed business functions
Creating compelling narratives that drive behavioral change

Identifying Your Audience

Internal stakeholders (employees, management)

Internal stakeholders represent the first line of implementation for any carbon management strategy, making tailored communication essential for success. Employees require different messaging approaches based on their roles and responsibilities within the organization. Front-line staff need practical, actionable guidance on how carbon reduction targets affect their daily workflows, while middle management requires data-driven insights that connect sustainability initiatives to departmental performance metrics.

Carbon management jobs increasingly focus on developing specialized communication strategies for different internal audiences. According to a 2024 study by the Hong Kong Management Association, companies that implemented role-specific communication plans saw 63% higher employee engagement with sustainability programs. The research further revealed that organizations providing customized carbon management training to different employee groups achieved their emission reduction targets 41% faster than those using generic communication approaches.

The importance of communication skills in career development becomes particularly evident when addressing C-suite executives, who require concise, business-focused messaging that connects carbon management to financial performance and competitive advantage. Data from Hong Kong's Stock Exchange shows that companies with executive-level carbon communication protocols experienced 34% higher board engagement with sustainability issues.

External stakeholders (customers, investors, regulators, community)

External stakeholders each bring distinct expectations and information needs regarding an organization's carbon management strategy. Investors increasingly demand transparent, quantifiable data about carbon performance and reduction pathways, with Hong Kong's Securities and Futures Commission reporting that 72% of institutional investors now consider carbon communication quality when making investment decisions.

Customers represent another critical audience, with their expectations evolving rapidly amid growing climate awareness. A 2023 consumer survey by the Hong Kong Consumer Council found that 58% of respondents were more likely to support brands that clearly communicated their carbon reduction efforts, while 41% expressed willingness to pay premium prices for products from companies with transparent carbon management strategies.

Regulatory bodies require precise, compliance-focused communication that demonstrates adherence to Hong Kong's evolving environmental regulations. The Environmental Protection Department's disclosure requirements have become increasingly stringent, with organizations facing significant penalties for inadequate carbon reporting. Meanwhile, local communities seek accessible information about how corporate carbon management initiatives affect their environment and quality of life.

Tailoring your message to each audience

Effective carbon management communication requires sophisticated audience segmentation and message customization. Carbon management jobs now routinely include responsibilities for developing audience-specific communication frameworks that address unique concerns and information preferences. Research from the Hong Kong Institute of Marketing indicates that organizations using audience-tailored carbon messaging achieved 57% higher message recall and 44% greater behavioral change among target groups.

The importance of communication skills in career development is particularly pronounced in this context, as professionals must master multiple communication styles and formats. Successful carbon management strategy implementation depends on creating message variations that resonate with different stakeholders:

Stakeholder Group	Primary Concerns	Preferred Communication Format
Investors	Financial impact, risk management, competitive positioning	Quantitative reports, executive summaries, investor presentations
Employees	Job relevance, personal impact, practical implementation	Team meetings, internal newsletters, training sessions
Customers	Product benefits, brand values, environmental impact	Product labeling, social media, sustainability reports
Regulators	Compliance, data accuracy, reporting standards	Formal submissions, audit reports, compliance documentation

Crafting Compelling Messages

Using data and storytelling to convey impact

The most effective carbon management communication combines rigorous data with compelling narratives that make abstract concepts tangible and memorable. Carbon management jobs increasingly require professionals who can transform complex emissions data into relatable stories that drive engagement and action. A study by the Hong Kong Sustainability Reporting Association found that organizations using storytelling techniques in their carbon communications achieved 39% higher stakeholder recall of key messages compared to those relying solely on data presentation.

The importance of communication skills in career development is evident in this balancing act between technical accuracy and narrative appeal. Successful carbon management strategy communication often follows a proven structure:

Establish context by connecting carbon initiatives to broader business or environmental trends
Present validated data using clear visualizations and relatable comparisons
Highlight human impact through case studies and personal stories
Demonstrate progress using before-and-after scenarios and milestone celebrations
Outline future direction with clear roadmaps and calls to action

Hong Kong organizations that mastered this approach saw significant improvements in their carbon management outcomes. The MTR Corporation, for instance, reported 28% higher employee participation in carbon reduction initiatives after introducing storytelling elements to their internal communications.

Avoiding jargon and technical terms

Technical complexity represents one of the most significant barriers to effective carbon management communication. Carbon management jobs require professionals to translate specialized terminology into accessible language without sacrificing accuracy or precision. Research from the Hong Kong Linguistic Society indicates that documents with high levels of technical jargon experienced 67% lower comprehension rates among non-specialist audiences.

The importance of communication skills in career development becomes particularly crucial when simplifying complex concepts like Scope 3 emissions, carbon sequestration, or emissions trading. Successful carbon management strategy communication employs several techniques to enhance accessibility:

Using analogies that connect unfamiliar concepts to everyday experiences
Providing clear definitions for unavoidable technical terms
Using visual aids to illustrate complex processes or relationships
Testing message clarity with representative audience samples

A 2023 analysis of Hong Kong's corporate sustainability reports found that documents written at a university reading level had 43% lower engagement than those written at secondary school level. This demonstrates the critical need for accessibility in carbon management communication.

Focusing on benefits and outcomes

Stakeholders engage most readily with carbon management communication that clearly articulates tangible benefits and meaningful outcomes. Carbon management jobs increasingly emphasize the ability to connect environmental initiatives to concrete business or community advantages. Data from the Hong Kong Business Environment Council shows that messages highlighting specific benefits achieved 52% higher stakeholder support than those focusing solely on technical processes.

The importance of communication skills in career development is particularly evident in benefit-focused messaging, which requires understanding diverse stakeholder priorities and values. Effective carbon management strategy communication typically highlights multiple benefit categories:

Benefit Category	Internal Stakeholder Focus	External Stakeholder Focus
Financial	Cost savings, operational efficiency, risk reduction	Investment returns, price stability, economic resilience
Operational	Process improvements, productivity gains, innovation	Supply chain reliability, product quality, service continuity
Reputational	Employee pride, talent attraction, employer branding	Brand differentiation, customer loyalty, social license
Environmental	Regulatory compliance, resource security, climate resilience	Ecosystem protection, public health, community wellbeing

Hong Kong companies that consistently highlighted benefits in their carbon communications reported 31% faster approval for sustainability investments and 45% higher internal participation in carbon reduction programs.

Choosing the Right Communication Channels

Internal communications (intranet, newsletters, meetings)

Internal communication channels form the foundation for implementing any carbon management strategy, creating alignment and engagement across the organization. Carbon management jobs increasingly require expertise in selecting and optimizing internal channels based on organizational culture and employee preferences. Research from the Hong Kong Institute of Human Resource Management indicates that companies using targeted internal communication strategies for carbon initiatives achieved 56% higher employee participation rates.

The importance of communication skills in career development is particularly evident in internal communications, where professionals must navigate organizational hierarchies and departmental silos. Successful carbon management strategy implementation typically leverages multiple internal channels:

Digital platforms including intranet portals, collaboration tools, and mobile applications that provide real-time access to carbon performance data and initiatives
Regular publications such as newsletters, bulletins, and reports that offer structured updates on progress and achievements
Interactive forums including town hall meetings, department gatherings, and focus groups that facilitate two-way communication and feedback
Training programs that build carbon literacy and equip employees with practical implementation skills
Recognition systems that celebrate achievements and reinforce desired behaviors

A 2024 analysis of Hong Kong companies revealed that organizations using at least four different internal communication channels for carbon initiatives saw 48% higher message penetration and 37% greater behavioral change among employees.

External communications (website, social media, press releases, reports)

External communication channels enable organizations to demonstrate carbon management progress to broader stakeholder groups, building credibility and strengthening relationships. Carbon management jobs increasingly include responsibilities for managing diverse external channels and ensuring consistent messaging across platforms. Data from the Hong Kong Communications Association shows that companies with integrated external communication strategies for carbon management achieved 42% higher brand trust scores.

The importance of communication skills in career development extends to external communications, where professionals must balance transparency with strategic messaging. Effective carbon management strategy communication typically utilizes multiple external channels:

Corporate websites serving as comprehensive repositories for carbon performance data, initiatives, and progress reports
Social media platforms enabling real-time engagement, storytelling, and community building around carbon initiatives
Traditional media including press releases, media briefings, and feature articles that reach broad audiences
Stakeholder reports providing detailed, verified information to investors, regulators, and community representatives
Industry forums and conferences that facilitate knowledge sharing and position the organization as a carbon management leader

Hong Kong's leading companies typically allocate 15-25% of their carbon management budgets to external communications, recognizing their critical role in building stakeholder support and market differentiation.

Utilizing diverse channels for maximum reach

Channel diversity ensures that carbon management messages reach stakeholders through their preferred communication mediums, maximizing engagement and impact. Carbon management jobs increasingly require professionals to develop integrated channel strategies that combine traditional and digital approaches. Research from the Hong Kong Digital Marketing Association indicates that organizations using omnichannel communication strategies for carbon initiatives achieved 61% higher stakeholder awareness compared to single-channel approaches.

The importance of communication skills in career development is particularly evident in channel management, where professionals must understand the unique advantages and limitations of different communication platforms. Successful carbon management strategy implementation typically involves:

Channel Category	Primary Strengths	Ideal Message Types
Direct Communication	Personal engagement, immediate feedback, relationship building	Complex explanations, sensitive topics, trust building
Digital Platforms	Broad reach, cost efficiency, measurable engagement	Regular updates, visual content, interactive elements
Traditional Media	Credibility, authority, broad demographic reach	Major announcements, milestone achievements, thought leadership
Stakeholder-specific	Targeted messaging, specialized content, relationship management	Technical details, compliance information, partnership opportunities

Hong Kong organizations that implemented comprehensive channel strategies for carbon communication reported 53% higher stakeholder satisfaction and 44% greater perception of transparency.

Overcoming Communication Barriers

Addressing skepticism and misinformation

Skepticism and misinformation represent significant challenges in carbon management communication, requiring proactive strategies to build understanding and trust. Carbon management jobs increasingly include responsibilities for identifying and addressing common misconceptions about climate science, carbon accounting, and sustainability initiatives. A 2023 study by the Hong Kong University Centre for Communication Research found that organizations with dedicated misinformation response protocols achieved 39% higher credibility scores for their carbon communications.

The importance of communication skills in career development is particularly crucial when countering skepticism, which requires combining factual accuracy with emotional intelligence. Effective carbon management strategy communication typically employs several techniques to address skepticism:

Anticipating common concerns and addressing them proactively in communications
Providing transparent data from credible sources with clear methodology explanations
Engaging respectfully with critics to understand their perspectives and build dialogue
Using trusted messengers including respected internal leaders and external experts
Highlighting consensus among scientific communities and industry peers
Sharing verifiable success stories that demonstrate tangible outcomes

Hong Kong companies that implemented these approaches reported 34% reductions in stakeholder skepticism over 12-18 month periods, with corresponding increases in support for carbon initiatives.

Building trust and credibility

Trust forms the foundation of effective carbon management communication, enabling organizations to implement ambitious strategies with stakeholder support. Carbon management jobs increasingly focus on trust-building through consistent, transparent, and accountable communication practices. Research from the Hong Kong Institute of Directors indicates that companies with high trust ratings for their carbon communications achieved 47% faster approval for sustainability investments.

The importance of communication skills in career development extends to trust-building, which requires long-term consistency and relationship management. Successful carbon management strategy implementation typically incorporates multiple trust-building elements:

Transparent reporting that acknowledges both successes and challenges in carbon management
Third-party verification of carbon data and claims by reputable independent organizations
Consistent messaging across departments, channels, and time periods
Leadership visibility with senior executives actively championing carbon initiatives
Stakeholder inclusion in planning, implementation, and evaluation processes
Long-term commitment demonstrated through sustained investment and progress

A longitudinal study of Hong Kong companies found that organizations with comprehensive trust-building strategies for carbon communication maintained 52% higher stakeholder satisfaction during periods of challenging carbon performance.

Fostering open dialogue and feedback

Two-way communication transforms carbon management from a compliance exercise into a collaborative journey, generating valuable insights and strengthening stakeholder relationships. Carbon management jobs increasingly emphasize creating feedback mechanisms that capture diverse perspectives and enable continuous improvement. Data from the Hong Kong Quality Assurance Agency shows that companies with robust feedback systems for carbon initiatives identified 43% more improvement opportunities than those with limited stakeholder engagement.

The importance of communication skills in career development is particularly evident in dialogue facilitation, which requires creating psychologically safe environments for honest conversation. Effective carbon management strategy communication typically incorporates multiple feedback channels:

Feedback Mechanism	Primary Audience	Key Benefits
Stakeholder advisory panels	External experts, community representatives	Strategic guidance, external perspective, relationship building
Employee suggestion systems	All staff levels across organization	Operational insights, engagement, innovation identification
Regular satisfaction surveys	Customers, investors, community members	Performance tracking, issue identification, trend analysis
Focus groups and workshops	Targeted stakeholder segments	Detailed feedback, co-creation, relationship deepening
Digital feedback platforms	Broad stakeholder groups	Accessibility, scalability, real-time insights

Hong Kong organizations that implemented comprehensive feedback systems reported 38% higher stakeholder satisfaction with their carbon management approaches and identified cost-saving opportunities equivalent to 12-18% of their carbon management budgets.

Measuring Communication Effectiveness

Tracking engagement and reach

Quantitative metrics provide essential insights into communication performance, enabling continuous refinement of carbon management messaging strategies. Carbon management jobs increasingly include responsibilities for establishing measurement frameworks that capture both reach and engagement across communication channels. Research from the Hong Kong Marketing Research Association indicates that companies with comprehensive communication measurement systems achieved 41% higher returns on their carbon management investments.

The importance of communication skills in career development extends to measurement and analytics, where professionals must interpret data to guide communication strategy refinements. Effective carbon management strategy measurement typically tracks multiple engagement metrics:

Reach metrics measuring audience size and demographic composition across channels
Engagement metrics tracking interactions, time spent, and content consumption patterns
Behavioral metrics monitoring actions taken in response to communication, such as participation in initiatives or adoption of recommended practices
Amplification metrics measuring message sharing and organic reach through stakeholder networks
Sentiment metrics assessing emotional responses and perception shifts regarding carbon initiatives

Hong Kong companies that implemented sophisticated measurement frameworks for carbon communication reported 36% more efficient resource allocation and 29% higher stakeholder engagement rates over two-year periods.

Conducting surveys and feedback sessions

Qualitative research complements quantitative metrics by providing depth and context to communication performance data. Carbon management jobs increasingly involve designing and implementing research methodologies that capture stakeholder perceptions, understanding, and suggestions. Data from the Hong Kong Social Research Centre shows that organizations conducting regular qualitative research on carbon communication identified 53% more improvement opportunities than those relying solely on quantitative metrics.

The importance of communication skills in career development is particularly evident in qualitative research, which requires careful question design and sensitive facilitation. Effective carbon management strategy evaluation typically incorporates multiple qualitative approaches:

Structured surveys with standardized questions enabling trend analysis and benchmarking
In-depth interviews providing detailed insights from key stakeholders and opinion leaders
Focus groups facilitating interactive discussions that reveal underlying attitudes and concerns
Feedback workshops combining information sharing with collaborative problem-solving
Stakeholder panels offering ongoing guidance and perspective on communication effectiveness

A 2024 analysis found that Hong Kong companies using mixed-method approaches to communication evaluation achieved 44% higher stakeholder satisfaction scores than those using single-method approaches.

Adapting your communication strategy based on results

Measurement becomes meaningful when it drives continuous improvement in carbon management communication approaches. Carbon management jobs increasingly emphasize using data insights to refine messaging, channels, and engagement strategies. Research from the Hong Kong Academy of Business Leadership indicates that organizations with established adaptation processes for carbon communication achieved 33% faster progress toward their engagement targets.

The importance of communication skills in career development extends to strategic adaptation, where professionals must balance data insights with contextual understanding and creative thinking. Successful carbon management strategy communication typically follows a structured adaptation cycle:

Adaptation Phase	Key Activities	Typical Outcomes
Data Collection	Gathering quantitative and qualitative performance data	Comprehensive understanding of communication effectiveness
Analysis & Insight	Identifying patterns, gaps, and improvement opportunities	Prioritized list of communication enhancements
Strategy Refinement	Adjusting messages, channels, and approaches based on insights	Updated communication plans with targeted improvements
Implementation	Executing refined communication strategies	Enhanced stakeholder engagement and understanding
Evaluation	Measuring impact of changes and identifying new opportunities	Continuous improvement cycle reinforcement

Hong Kong organizations that implemented structured adaptation processes reported 41% higher returns on communication investments and 27% faster achievement of carbon engagement targets.

Examples of Successful Carbon Management Communication

Case studies of organizations with effective messaging

Real-world examples demonstrate how effective communication drives carbon management success across different industries and contexts. Carbon management jobs increasingly include responsibilities for researching and adapting best practices from leading organizations. Analysis by the Hong Kong Sustainable Business Network identified several consistent patterns among companies with exemplary carbon communication:

The importance of communication skills in career development is particularly evident in case study analysis, where professionals must extract transferable insights while recognizing contextual differences. Several Hong Kong organizations have established benchmarks for effective carbon management communication:

Swire Properties implemented a comprehensive carbon communication strategy that increased tenant engagement in building efficiency initiatives by 52% over three years. Their approach combined technical data with relatable benefits, using multiple channels to reach different stakeholder groups. The company's carbon management jobs specifically include communication specialists who develop tailored messages for property managers, tenants, and community partners.
CLP Power Hong Kong developed stakeholder-specific communication frameworks that helped achieve a 38% reduction in carbon intensity ahead of schedule. Their strategy emphasized transparent reporting of both successes and challenges, building credibility through verification and consistent messaging. The company's carbon management strategy communication won multiple international awards for clarity and effectiveness.
Hong Kong International Airport created an innovative carbon communication program that engaged over 200 business partners in collaborative reduction initiatives. Their approach used data visualization, progress tracking, and recognition systems to maintain engagement across diverse stakeholder groups. The program demonstrated the importance of communication skills in career development, with several team members receiving promotions based on their communication achievements.

These organizations share common success factors including leadership commitment, audience understanding, channel diversity, and continuous measurement and adaptation.

Lessons learned from these examples

Analyzing successful carbon communication initiatives reveals transferable insights that can guide strategy development across organizations. Carbon management jobs increasingly require professionals who can extract and apply lessons from diverse case studies. Research from the Hong Kong Management Development Centre identifies several consistent patterns in effective carbon communication:

The importance of communication skills in career development extends to lesson extraction and application, where professionals must balance principle adherence with contextual adaptation. Key lessons from Hong Kong's carbon communication leaders include:

Integration drives impact – The most successful organizations integrate carbon communication into core business processes rather than treating it as a separate initiative
Consistency builds trust – Organizations that maintain consistent messaging across channels and time periods achieve higher credibility and engagement
Transparency enables progress – Acknowledging challenges and setbacks, while demonstrating learning and adaptation, strengthens stakeholder relationships
Customization enhances relevance – Messages tailored to specific audience concerns and priorities achieve significantly higher engagement
Measurement guides improvement – Organizations that systematically track communication effectiveness continuously enhance their approaches and outcomes
Leadership commitment catalyzes action – Visible, consistent leadership engagement with carbon communication drives organizational alignment and accountability

Hong Kong companies that systematically applied these lessons reported 45% faster progress toward carbon reduction targets and 52% higher stakeholder satisfaction with their sustainability approaches.

The ongoing importance of communication in carbon management

Communication remains a critical success factor as carbon management evolves from compliance requirement to strategic imperative. Carbon management jobs will increasingly prioritize communication capabilities as organizations recognize their impact on implementation speed, stakeholder engagement, and overall effectiveness. Data from the Hong Kong Institute of Qualified Environmental Professionals indicates that communication skills now represent 35-45% of the core competencies required for senior carbon management roles.

The importance of communication skills in career development continues to grow as carbon management becomes more integrated into business operations. Professionals who master both technical and communication aspects will find expanding opportunities in carbon management jobs across industries. Hong Kong's transition toward carbon neutrality by 2050 will require sophisticated communication strategies that engage diverse stakeholders in collective action.

Effective carbon management strategy implementation depends on communication that builds understanding, alignment, and commitment across internal and external stakeholder groups. Organizations that invest in communication capabilities typically achieve their carbon objectives faster, with higher stakeholder satisfaction and stronger competitive positioning.

The need for continuous improvement and adaptation

Carbon management communication must evolve continuously to address changing stakeholder expectations, regulatory requirements, and business contexts. Carbon management jobs increasingly include responsibilities for monitoring communication effectiveness and implementing improvements based on performance data and stakeholder feedback. Research from the Hong Kong Continuous Improvement Institute shows that organizations with established adaptation processes for carbon communication achieve 38% higher long-term engagement rates.

The importance of communication skills in career development extends to adaptation capabilities, where professionals must balance consistency with responsiveness to changing conditions. Successful carbon management strategy communication typically incorporates several adaptation mechanisms:

Regular strategy reviews assessing alignment with organizational priorities and stakeholder expectations
Performance measurement systems tracking communication effectiveness across channels and audiences
Stakeholder feedback processes capturing perceptions, understanding, and suggestions for improvement
Industry benchmarking identifying emerging best practices and innovation opportunities
Technology monitoring evaluating new communication tools and platforms that could enhance engagement

Hong Kong companies that implemented structured adaptation frameworks for carbon communication reported 41% higher returns on their communication investments and 33% faster progress toward engagement targets.

Resources for further learning and development

Professionals seeking to enhance their carbon management communication capabilities can access diverse resources supporting skill development and knowledge expansion. Carbon management jobs increasingly require continuous learning to maintain effectiveness amid evolving standards and stakeholder expectations. The importance of communication skills in career development makes investment in relevant training and resources essential for professional advancement.

Hong Kong offers multiple resources for carbon communication development:

Professional associations including the Hong Kong Institute of Environmental Impact Assessment and Hong Kong Green Building Council offer specialized training, networking, and certification programs
Academic programs at institutions like Hong Kong University and Hong Kong Polytechnic University provide courses and degrees combining environmental science with communication studies
Industry networks such as the Hong Kong Sustainable Finance Initiative and Business Environment Council facilitate knowledge sharing and best practice development
Government resources from the Environmental Protection Department and Council for Sustainable Development offer guidelines, case studies, and support services
International frameworks including those from the Global Reporting Initiative and Task Force on Climate-related Financial Disclosures provide standards and guidance for carbon communication

Organizations investing in these development resources typically see significant returns through enhanced carbon management effectiveness, with one Hong Kong study reporting 27% higher achievement of carbon targets among companies with comprehensive communication training programs.