Change Communication: Importance & Objective of Change Management Communication

Change Communication: The Importance and Objective of Change Management Communication in Organization. As a communication practitioner why it is important in an organization? Husain Change Communication Theory in 2013.

Change Communication

Change communication or communication during change refers to the informational elements in the time of change in an organization that helps stakeholders and employees to understand elaborately what is going to be changed, how to maintain it, and why this change has happened. Literally, it indicates effective interaction among employees during the period of change in any organization, company, or institute. It consists of delivering relevant and consistent messages on time, as well as asking questions, and share feedback.

Communication practitioners use this strategy to achieve short term and long term goal of the organization. The three most important stages of change communication are preparation, implementation, and reinforced or follow-up. It ensures the stakeholders are getting consistent information through an effective communication process. It is an essential component to motivate stakeholders to achieve the vision and mission of the organization. Therefore, The success of the organizational change depends on effective communication and building rapport among employees. Change is important to achieve a competitive advantage and a change communication strategy is essential to maintain the time of change in the organization.

Change Management Communication Examples
The Importance of Change Management Communication

As most employees are not interested to accept change in an organization, effective change communication can play an important role in a successful change in the organization. Due to the COVID-19 pandemic, the world economy and the business has been changed. In order to combat the current situation, many organizations are changing their business patterns, policies, and strategies. It has become one of the most important factors for every organization in the world to overcome the COVID-19 pandemic crisis.  Change communication in the organization is very important to maintain the management changes in the organization such as adjust to the new business model, follow new business policy, engage with remote work, motivate stakeholders, manage uncertainty, and maintain effective communication.

New Business Model

First of all, change communication is the essential informational component to adjust to the new business model. Many organizations have changed the business patterns and structures due to the covid-19 pandemic in 2020. For example, the Malaysian government has imposed a movement control order (MCO) to stop spreading the coronavirus. In order to follow government instruction, all educational institutes in Malaysia have decided to conduct online or long-distance learning systems. As it is a new teaching system, the students and employees of the educational institutes have no experience, so they need to follow the change communication strategy to get a clear concept about what to do, how to do, and why to do this during the time of change. So, it is a very important strategy to accept a new business model.

New Business Policy

Secondly, change communication is a very important element to follow new business policy because it can help employees to know more about their new duties and responsibilities in the time of change. Every employee in the organization is compelled to follow the updated rules and regulations imposed by the authority. So, this sophisticated approach assists communication practitioners to maintain consistency and harmony during the time of change.

Remote Work

Additionally, engagement and effectiveness in remote work lie in the quality of a change communication strategy that has been practiced by the stakeholders in the organization.  The COVID-19 pandemic has compelled people to be captivated at home, so employees engage with work via the internet. Social media platforms such as Facebook, Whatsapp, zoom, google meet are being used to interact with each other. Therefore, it is very difficult to adjust to a remote work system without maintaining this approach. It provides a clear concept about the new procedures on what to do and how to do it.

Motivate Stakeholders

Furthermore, a change communication strategy is important to motivate stakeholders. Stakeholders are a group of people who are directly associated with the organization. The organization cannot conduct the operation without the support of the stakeholders. So, a change communication will motivate stakeholders to stay associated with the organization to continue its operation. The organization may encounter a devastating situation if it cannot motivate stakeholders to incline with the new change.

Manage Uncertainty

In addition, in order to manage uncertainty, there is no alternative but to follow a change communication strategy inside the organization.  Employees always scare to adjust to the change of the organization for uncertainty. The uncertainty has raised among stakeholders due to the COVID-19 pandemic. Therefore, this strategy motivates employees by proving consistent and relevant information on time to reduce uncertainty. A clear and precious concept about the next action reduces the uncertainty among employees.

Effective Communication

Finally, change communication is a vital component to maintain effective communication among internal and external stakeholders. Many big and small organizations have been shut down due to the COVID-19 pandemic. They have been compelled to shut down operations not conducting effective communication. Effective communication is an essential element for those organizations that provide information as a service. For example, University is established to educate knowledge through providing services for students. University will not exist if it cannot provide service to students. It is very true that face to face communication is much more effective than mediated communication. So, change communication can ensure consistent and effective communication among stakeholders to ease the function of the organization. It ensures an effective communication including feedback and asking the question for more clarification between senders and receivers. Therefore, change communication strategy plays a vital role to adjust the new atmosphere through maintaining effective communication.

Husain’s Model of  Change Communication

In 2013, Zareen Husain developed the change communication theory. The objective of this theory is to articulate the importance of effective interaction in the period of managing change in business organizations.

The objective of Change Management Communication 

According to Husain (2013), the nine objectives of change communication in the business organization are: Tackle Queries, Generate Community Spirit, Build Trust, Motivate Employees, Employee Commitment, Employee Participation, Reduce Uncertainty, Job Security, and Add Feedback.

Change Communication


1. Tackle Queries of Employees

Communication must need to meet the queries of the employees during the transformation of the organization. It provides sufficient information for all employees to motivate them. Effective communication means practicing an excellent communication strategy inside the organization. It ensures that everyone in the Company or organization knows why this is necessary.  It also informs all employees that how this change will affect the business as well as on individual’s work.

2. Generate Community Spirit

Organizational communication generates a community spirit that assists the organization to achieve the independent and interdependent goals of the employees. Effective communication creates community inside the organization to make employees committed to their duties and responsibilities.

3. Build Trust among Employees

Effective interaction builds and conveys trust via employees’ attention and openness. Actually, the practice of maintaining effective communication within the organization creates positive attitudes among employees. It also makes the employees cooperative to yield a superior level of performance. Change communication refers to the appropriate, open, clear, and timely interaction within the organization that builds rapport and trust among employees.

 4. Motivate Employees

Effective communication is a key component to motivate employees via addressing queries.  It creates a friendly work environment within organizations and the favorable work environment stimulates employees to obtain motivation. Motivation can be both positive and negative. However, interactive communication helps to gain positive motivation.

5. Employee Commitment

The commitment of employees depends on the level of understanding regarding the internal and external issues of the organization. In similar, the effectiveness of the employees relies on the knowledge of the strategic matters of the Company. Practicing effective interaction strategy plays an important role to reduce confusion among employees in the time of change in the organization. So, clear, authentic, and timely messages stimulate the change process successfully.

6. Employee Participation

Interactive communication influence employees to join in the decision-making activities in the organization. It also increases the level of gratification of the employees to be committed to the organization. Employees become more satisfied when they can give their opinion in the decision-making process. Therefore, effective communication and employee participation are interconnected matters that contribute to the success of the change plan in the organization.

7. Reduce Uncertainty

Effective interaction and sufficient information are essential to yielding better outcomes. Appropriate information reduces uncertainty and stimulates the employees to get ready for change. During the change process in the organization, uncertainty increases excessively among employees. Therefore, Providing precious, appropriate and timely information is very important to reduce uncertainty.

8. Job Security

Recent studies show that employees pay a high level of contribution towards the organization that has job security. In contrast, employees are less committed to performing in the job sector who feels insecure about the job. So, the lower job satisfaction comes out from the lacking of job security. Interactive communication increase job security and satisfaction of the employees.

9. Add Feedback

Effective communications always provide feedback and reinforcement to the employees during the change in organizations. It also enables everyone in the organization to make the perfect decision. Feedback of the interaction enhances the level of understanding about the pros and cons of change in the organization.


Many organizations are practicing the change communication strategy to overcome the COVID-19 situation and to decrease the negative consequences of the pandemic. It is a key component to ensure the success of the organization in times of change. Therefore, stakeholders should play an important role to maintain interactive communication. Communication practitioners need to ensure that they are following this strategy in the time of organizational transformation.


Husain, Z. (2013), Effective communication brings successful organizational change. The Business & Management Review, 3(2), 43-50.

Citation for this Article (APA 7th Edition)

Kobiruzzaman, M. M. (2021). Change Communication: Importance & Objective of Change Management Communication. Educational Website For Online Learning.

Emotional Intelligence (EQ): Importance & Characteristics of EQ, How To Improve EQ

Emotional Intelligence (EQ): The Importance of Emotional Intelligence (EQ) for Individual & Company, Characteristics of Emotional Intelligence (EQ), How to Improve Emotional Intelligence (EQ).

Emotional Intelligence (EQ)

In 1990, two psychologists Mayer and Salovey invented the term Emotional Intelligence that is also known as emotional quotient or EQ.  Emotional intelligence refers to the capability to understand, manage, and utilize your own emotions positively to release stress, communicate effectively, and empathize with others. It will assist you to overcome difficulties related to emotion and defuse social conflict. Emotional intelligence will make you able to build a stronger relationship with others that will bring success for you in the education and work sector, and finally drive you to achieve goals.

The Importance of Emotional Intelligence (EQ)

There are many areas in your life that get benefit from higher emotional intelligence such as your mental health, your job, your relationships, and so on. Emotion intelligence (EQ) emerges as a very important factor for both individuals and companies.


Emotional intelligence can direct a person on the way to leading a happy and fulfilled life. The emotional intelligence framework is a set of skills that will contribute to assessing the emotions of others as well as their own. It will deal with stress to lead a happy and enjoyable life. A prominent scholar Gary Yukl argues that self-awareness eases people to understand one’s own demands as well as evaluate alternative solutions. Emotional intelligence has to be started from yourself and you cannot instill it to other’s improvement without understanding how you regulate the emotional level. It has become a buzzword in the perspective of leadership. It will help to both recognize and control oneself emotions and responsive towards others’ emotions around them.


The researchers proposed that employees can work better who have higher emotional intelligence. They are very good at working in a team cohesively and capable to deal with challenges more effectively. Emotional intelligence is capable to make you more effective in the workplace as well as yielding good output. So, the company can utilize the effectiveness of the employees who have higher emotional intelligence (EQ).

Five Characteristics of Emotional Intelligence (EQ)

According to the book titled “Emotional Intelligence – Why It Can Matter More Than IQ”, there are five elements of the framework that define emotional intelligence such as Self-Awareness, Self-Regulation, Motivation, Empathy, and Social Skills.Five Characteristics of Emotional Intelligence (EQ)

Figure 1: Five Major Characteristics of Emotional Intelligence (EQ)


Emotional intelligence instills self-awareness among people. People can perceive their emotions that have higher emotional intelligence. These people do not let their emotions either drive them or get out of control because of emotional intelligence.  They also determine to possess an honest appearance at themselves.  Many researchers believe that self-awareness is one of the most significant characteristics of emotional intelligence because it lets them know about weaknesses and strengths and how to overcome them.


Self-reflection is the capacity to control feelings and pressures. People who possess self-regulation characteristics usually never get angry and jealous of others.  Typically, they think before acting and don’t take careless decisions. Self-regulation characteristics represent thoughtfulness behavior, and they are able to say no and willing to change themselves if situations demand it.


People with higher emotional intelligence are very aware of the phenomenon that motivates them. They are highly productive, active, willing to accept challenges. These people also accept the positive impact of any phenomenon. They are not stubborn to adhere to arrogance and angriness. So, they motivate others as well as being motivated by others.


In addition to self-awareness, this is another important characteristic of emotional intelligence because it makes a person open and honest. Empathy is a great competency to feel others’ emotions, needs, wants, and viewpoints. People with empathy characteristic are very good at understanding the emotion of others. Hence, the empathetic person is great at maintaining rapport. They bypass stereotyping and prejudice and withhold judgment too quickly.

Social Skills

People become very famous in their society because of having social skill competency, therefore, it has been accepted as another important characteristic of emotional intelligence.  These people act as team members, and they focus more on achieving an interdependent goal rather than an independent goal. They are very willing to help others, and they have effective communication skills with managing conflicts, and excellent at building and maintaining relationships.

How to Improve Emotional Intelligence (EQ)

Emotional intelligence can be acquired and developed by following some recommendations proposed by the researchers.

Observation of acting to others

Never get rushed to give your opinion before knowing all the facts. You should take the time to scrutinize the facts then make your decision and finally deliver your opinion. Be honest at how you think about others as well as interact with them. Show your empathy, not sympathy.

Observation of the work environment

It is important to focus on others around you at your working place instead of focusing only on you. Looking at the working environment is good quality before talking about them. You have to have humility competency and give priority to others to show their skills. Do not try to get attention for you, yet let them shine in working place.

Learn to self-assessment

A proverb says that it is easy to evaluate others’ fault but difficult to find their own fault. Take more time to assess yourself to find out the weakness you have and make to overcome them. Always encourage yourself to lead an honest life.

Learn to overcome stressful situations

You have to acquire the ability to stay calm when you confront a difficult situation. Never take any decision during an angry mood and try to control your feeling when the situation goes wrong. So, you have to learn to overcome stressful situations to acquire emotional intelligence.

Try to be an active listener

Emotional intelligent people listen actively before speaking. They never talk about the issues that are not clear to them, so emotionally intelligent people make that they have understood everything before responding. The active listener always respects the speakers and tries to learn something from them it does not matter how much good speaker they are.

Taking responsibility

It is one of the best qualities to take responsibility even though you have done something mistake instead of blaming others. You should apologize to them if you hurt someone or do any mistake to anyone. People will be more interested to forgive you if you ask forgiveness.

Possessing leadership skills

Emotionally intelligent people must have good leadership skills, and they like to follow a democratic leadership style. They maintain a high standard lifestyle as if others can follow them.  These people have an excellent ability to solve critical problems and take appropriate decisions when necessary. They also have a creative and heuristic mentality that triggers them to make the impossible possible.

 Communication skills

The most important skill is an effective communication strategy that every emotionally intelligent person has to maintain a good relationship with others around them.  It is a very important skill for personal and corporate life. Effective communication skill is the key to success in a corporate career. Emotional intelligent people hold this skill perfectly. In the digital era, communication has become easier because of the social media revolution. Nobody can deny the blessing of social media from the perspective of personal and corporate branding.


Mayer and Salovey coined the terms of emotional intelligence that becomes very popular among people for getting beneficial in both personal and corporate life. Emotional intelligence helps humans to have many good competencies such as social, intellectual, creative, organized, good communicator, self-regulated, self-aware, and so on. Nobody can deny the importance of emotional intelligence to drive oneself as well as regulate other tactically.