The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

Managing Communication During Change

The true test of a corporate communicator's skills comes during periods of significant change. Major changes, whether perceived as beneficial (profound growth, new business, expansion) or negative (downsizing, takeovers, mergers, bankruptcies) can be disruptive and can challenge an organization's culture, values, and business focus. Change produces stress, fear, and disorientation.

Corporate communicators prove their value at such times by helping the organization stay focused, understanding the needs of all stakeholders, and ensuring a continued flow of well-targeted and timely information. When situations or conditions are changing rapidly, the danger of miscommunication and rumors is at its greatest. The ...