Strategic Communication: A Key to Implementing Organizational Change
- Topics:
- Leading Change
- Tags:
- Communication,
- Human Resources,
- Leadership,
- Management,
- Marsh & McLennan Companies,
- Performance Management,
- Strategy,
- Transition Period,
- Workforce Management
- Source:
- Marsh & McLennan Companies
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Overview: Depending upon the situation, strategic communication doesn’t necessarily require enormous time or resources. Instead, it involves a way of thinking about communication one that places communication squarely in the broader context of strategic organizational change. What is required is a senior-level commitment to actively leading a coordinated change effort with specific objectives. The creation of the initial announcement and communication strategy requires the active, hands-on involvement of top leaders. The transition period provides opportunities to use communication to build support, increase participation, and maintain performance during a period of instability and uncertainty. In the latter stages of change, strategic communication helps to sustain momentum and keep the organization focused on critical priorities and objectives. Under any circumstances, strategic communication provides a conceptual approach and some guiding principles that can substantially increase the effectiveness of leadership in today’s complex organizations.
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Format: PDF | Size: 271KB | Date: Jan 2003 | Pages: 24
