Communication during tough economic times necessitates continuous response. A case study conducted over a six-month period that focuses on an internal communications process improvement (CPI) initiative called 'Toward Better Two-Way' that was carried out in a manufacturing division of a Fortune 100 company is presented. The initiative developed an active, two-way communication channel in a setting where exchanges between managers and employees had been infrequent and ineffective.< <ETX xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">></ETX>