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 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.
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.
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.
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.
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.
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. https://newsmoor.com/change-communication-importance-objective-of-change-communication/