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

Communications Is a Critical Process for Cultural Change

Although organizational culture is persistent and tenacious, it is not immutable. With a clear strategy based on a valid rationale, detailed implementation plans and concerted effort sustained over time, an organization's culture can be changed.

Many process elements must be integrated to shape and develop a sustainable culture. These elements include basic steps in change management: presentation of the rationale for change and development of support processes, such as the design of reward systems (including pay, benefits, performance management, and training and development) to the more strategic framing of vision and defining values. But all of these are ultimately dependent on the act ...