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Journal of Communication Management, August 1996, 15-28.

Strategically communicating organisational change


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.

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Authors: Phillip G. Clampitt, Laurey R. Berk

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