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Communication and change: Effective change communication is personal, global and continuous

Michael B. Goodman (MA Program in Corporate and Organisational Communication, Fairleigh Dickinson University, Madison, New Jersey)
Virginia C. Holihan (Assistant Director in the Department of Drug Safety Surveillance at Schering‐Plough Research Institute in Kenilworth, New Jersey)
Karen E. Willis (Consultant to various corporations including Hoffman‐LaRoche)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 1 February 1996



This paper examines strategies to meet the communication challenge of change brought on through planned transitions, by the stress of a crisis, or as a result of the social transformation in work and the nature of work. It explores the cycles of change to create a foundation for understanding the communication of change to individual people in an organisation. It examines the impact of reengineering as a change vehicle, the role of trust in reengineering, and some reasons reengineering appears to have shortcomings for individuals coping with change. A reengineering case study is also presented. Successful communication of change demonstrates an understanding of the cycle of change, the importance of trust in the communication process, the essential personal nature of change, the necessity for continuous face‐to‐face communication, and a recognition that current global changes are symptoms of a shift in the human condition.



Goodman, M.B., Holihan, V.C. and Willis, K.E. (1996), "Communication and change: Effective change communication is personal, global and continuous", Journal of Communication Management, Vol. 1 No. 2, pp. 115-133.




Copyright © 1996, MCB UP Limited