Navigating Organizational Change : A Case Study of Successful Change Communication

Abstract

Effective communication is crucial in facilitating successful change initiatives because it creates preparedness, reduces uncertainty and generates commitment. Communication involves not only conveying the change message but also ensuring that recipients understand and interpret it correctly. While communication channels are abundant, the challenge lies in communicating in a manner that employees comprehend the importance of the change initiative and become motivated. But how do communicators make sure that important information reaches the stakeholders and that they understand the message correctly? This thesis aims to research what constitutes effective change communication and discuss potential improvements that would make the communication process even more effective, focusing on the viewpoint of the recipients. The study will take a closer look at various communication tools and strategies to gain insights into effective change communication. To achieve this objective, a case study will be conducted in a Finnish IT company, observing the communication process of an internal project aimed at implementing a common project model.The theoretical framework for this study involves theories on change communication, communication strategy and sensemaking. Furthermore, ethical aspects of successful change communication are explored. The theoretical framework supports the research and provides further background about the phenomena in question. In order to fulfill the aim of the study, a qualitative ethnographic research was conducted. Through observations and semi-structured interviews, the necessary data was collected. The study emphasizes the need for a well-planned communication strategy, including the use of different tools, targeted communication, stakeholder participation, and management support. By contributing to existing knowledge on communication in change initiatives, this research offers valuable insights for organizations seeking to improve their change communication processes, thereby promoting successful change implementation and employee engagement.