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Strategically
Communicating Organisational Change
Phillip G. Clampitt
Laurey R. Berk
Abstract
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.
Key Words: Change, Strategic Planning, Communication, Reengineering
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