CHANGE MANAGEMENT COMMUNICATIONS

Change Management Communications

Change Management Communications

Change management is a systematic process whereby an organization responds to and adapts to the forces in its micro- and macro-environment in order to increase its effectiveness and ensure its survival. In short, managing change is all about moving an organization from its current state to some future desired state. Communication is always important but especially so during change. The opening vignette provides a powerful illustration of the central role communication plays in an organization when dealing with change. Whether organization change results from a restructuring, process improvement, or crisis, effective change communication can make the difference between success and failure. Employee communication is especially critical when we're “trying to get others to see and do things differently.” (Senge 2009, 530)

No matter what kind of change initiative an organization's leadership may desire, the change won't be successful without the support and commitment of a majority of its managers and employees. Getting people “unstuck” — that is, getting them to not only embrace the vision but to change their beliefs and thinking to move in the new direction — is a huge communication challenge.

For any other company, to excel in this era of rapid business and technological change, effective management of change represents a critical core competence all organizations and leaders must master. For an organization that is about to undergo restructuring, I would suggest the following points to be addressed;

Receiving Of Information

Usage Of Media In Information Gathering

Problems In Receiving Information

Media Communications Strategy and Change Management

Effect Of Vision In Effective Change Management

1. Receiving Of Information

We know that organizations communicate via many channels — both formal and informal. Informal patterns of communication relate to who actually talks to whom within and outside and organizational unit. The importance of informal communication channels in communicating change is an important area we should not overlook. In her book, The Change Monster, Jeanie Duck provides an excellent treatment of using informal organizational networks in managing change communication. (Armenakis 2002, 169)

Most of the everyday work of an organization gets done primarily through the informal networks — a labyrinth of conversations between individuals and among groups who talk with each other on the telephone, via e-mail, and in ad hoc meetings and hallway chats. These networks get built over time. Each individual creates relationships with other individuals with whom they work, share information, and ideally, trust. (Larkin 2006, 101)

How do I know when people understand and are internalizing the change communication message? I would look for these signs:

People talk about “what we need to do,” versus “what they're doing to us.”

People suggest ideas to deal with the problem or opportunity.

People talk about why this change is critical to them. They explicitly address the “what's in it for me?” question. (Baum 2000, 129)

2. Use Of Media In Information Gathering

An important part of the communication process relates to the media that will be used. A number of differing media have already been referred to in passing and we now devote ...