Defining Change Management
Change management has typically been defined as a process involving unfreezing, moving, and refreezing values, practices, and procedures within organizations.1 Unfreezing refers to the creation of a perceived discrepancy between the existing and ideal state of an organization that generates a desire for change and lowers people’s resistance to change. Moving refers to the various processes mechanisms.
Change and Resistance
Change is often resisted by organizational members. The primary reason for resistance is that change requires employees to alter their existing individual and organizational identities. Changing one’s identity can be ...view middle of the document...
• Evaluation/Feedback: Change efforts require the structuring of communication processes that provide employees feedback about their performance during change initiatives and provide feedback to implementers regarding strengths and weaknesses of the change initiative.
Change Management | CommGAP
Selected Strategies for Managing Change Communication
Lewis, Schmisseur, Stephens, and Weir (2006) highlight several general strategies to consider for communication during change initiatives.4 • Ask for input: Participation is generally regarded as a key success factor during organizational change. Input can be obtained through a variety of processes including multi-stakeholder dialogue, listening sessions, and the establishment of planning teams.5 • Use informal networks and knowledge of key stakeholders: Involving key stakeholders in the change process is important because they have access to important information from their networks that may be useful in determining how well the process is working and what challenges and difficulties exist. Key stakeholders can also influence the change process by disseminating information through their network and acting as opinion leaders. • Disseminate information: Keeping stakeholders informed about the change process is critical. When disseminating information, it is important to use multiple methods for communicating the message as well as repeating the message consistently throughout the initiative. A variety of media may be used such as team meetings, email, newsletters, posters, public presentations, and Websites. • Manage the style and content of...