Strategically communicating organisational change.
Journal of Communication Management, August 1996, 15-28.
Authors: Phillip G. Clampitt, Laurey R. Berk
The purpose of this essay is to help organisations more effectively implement change. One key to this process is communication. The essay suggests a series of critical questions designed to help change initiators 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.