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CORP COMM Unit 3 (Critically discuss factors affecting the choice of com…

- - - - Unfreezing: recognizing need for change
        Vision: development of change plan
        Moving: implementing change
        Refreezing: routinization of change (institutionalization)
        When organisation goes through change process- structure / function changes.
    - - 1. Creates sense of urgency
        
        leaders need to understand & distil reasons and convince others- easier buy in.
        
        2. Form a guiding coalition
        
        promote to key players eg opinion leaders & get all on same page, they then work together to create urgency.
        
        3. Creates a vision
        
        must be easily communicated & understood (e.g short sentences).
        
        4. Create quick wins
        
        and communicate them to see value of change & that it is happening.
        
        5. Empower other to act on the vision
        
        remove obstacles. Positive reinforcements e.g incentives & rewards.
        
        6. Communicate the vision
        
        via multiple channels. Demonstrate passion, connect to real behaviours, respond open and honest.
        
        7. Build on the change
        
        continuous long effort, patience. Feedback- improve, adjust.
        
        8. Institutionalize the change
        
        Incorporate ideals & values in processes eg training. Comm progress & success stories.
    - - 1. Convince employees that radical change is imperative & demonstrate why the new direction is the right one.
        -> In prep of plan leaders convince other managers that change is urgent- creates context for change.
        Persuade key opinion leaders to get mandate for change through negotiations before announcing & implementing change.
        2. Position & frame preliminary plan; gather feedback; announce final plan
        -> Craft frame (vision) to motivate for change. Keywords & idioms- easily understood and persuasive.
        Manage employee mood through constant communication
        -> Acknowledging emotional distress & anxiety. Involves continuous conversations to get feedback & keep persuading & motivate staff
        Reinforce behavioural guidelines to avoid backsliding
        -> Leaders personally modeling, coaching, supporting & positively reinforcing (rewards incentives). NB that leaders take ownership/
  - - - The need for communication efficiency:
        = the accomplishment of change comm with a minimum expenditure of time, effort & resources.
        This need is higher in orgs:
        
        Where it is physically impossible to comm face-to-face or interactively
        
        When resources are scarce
        
        When it is urgent- little time
      - The need for consensus-building:
        = the effort in change comm to achieve commitment to a course of action as a result of joint decision-making
        This need is higher in orgs:
        
        Facing radical/controversial changes
        
        When there is a history of resistance to similar change
        
        When critical resources are controlled by employees eg expertise, approval
        
        When ongoing support & cooperation is needed to maintain changes
  - - - TOP-DOWN or BOTTOM-UP approach?
        This decision is coupled with the use of certain media.
        Top-down:
        
        Limited involvement of employees
        
        Identification & formulation of change- only management through management meetings & external consultations.
        
        When implemented use of media eg intranet, announcement meetings, one-way audio/video messages.
        
        Comm must be simple & face-to-face to be successful- enables questions & open climate (influencing trust, commitment & willingness to change)- better to receive news from direct supervisors as they trust them more leading.
        
        Bottom-up:
        
        Employees more involved in whole process
        
        Comm channels used to comm with employees:
        -identification > face-to-face, email & phone
        -formulation > meetings & electronic conferences
        -implementation/ routinisation > interactive meetings, video conferences, email.