Strategically communicating organisational change

Abstract

The purpose of this paper is to help organisations implement change more effectively. One key to this process is communication. The paper suggests a series of critical questions designed to help initiators of change develop a strategic communication plan. Four stages of the planning process are discussed: contextual analysis, audience analysis, strategic design and tactical development. A case study is presented in which the planning model was used as a focal point for a reengineering project.

Citation

Clampitt, P.G. and Berk, L.R. (1996), "Strategically communicating organisational change", Journal of Communication Management, Vol. 1 No. 1, pp. 15-28. https://doi.org/10.1108/eb023416