Organizational Change: Creating Change Through Strategic Communication

Introduction

Only the wisest and the stupidest of men never change

Confucius

If you don't change direction, you'll end up where you're headed

Chinese proverb

Change is a prominent feature of organizational, civic, and personal life. Change is something we sometimes seek, sometimes resist, and often have thrust upon us. It would not be an overstatement to suggest that society is rife with change and questions about how, when, and in what ways change ought to occur. Goal achievement, progress, and even the avoidance of crisis very often involve implementing planned changes. Change can serve as means to address many important challenges such as those related to policy, governance, rule of law, philosophy, and distribution of information, rights, and resources; challenges of efficiency, effectiveness, quality, and competitiveness; and challenges hinged on shared values, understanding, and cooperation. These challenges span across many sectors of society including private sector organizations upon which we depend for goods, services, and the basis of our economy; public sector organizations that run our community, state, national, and international governance; and non-governmental or nonprofit organizations that promote community and leisure activity as well as provide for numerous humanitarian, scientific, professional, cultural, and social services.

Change is sometimes necessary to correct past failures and accomplish learning and improvement. And, although decision-makers can often ...