Internal Communication and Employee Engagement

Chapter ThreeLeading Institutional Change through Digital Communication: A Case Study on the Launch of the U.S. Army Combat Fitness Test

Marc Vielledent and Chase Spears

DOI: 10.4324/9781003195580-5

Introduction

Change is inconvenient for organizations because it introduces uncertainty and typically creates fear (Hoffer, 1951). Regardless of the level at which change occurs, any alignment of change efforts within an organization relies on precise communication (Elving, 2005). Organizational change often results from conflict with institutional logic, that is, how broader belief systems shape behaviors. A predictable level of alignment can help leaders to identify the causes for change, understand roles and responsibilities, and execute tactics ...