An Analysis of Strategies for Announcing Organization-Wide Change

A prescriptive model for announcing organization-wide change is presented within speech act theory framework. The model considers the nature of change and organizational dynamics that influence the communication strategy. The communication strategy includes the message, channel, and timing Semistructured interviews in 43 organizations determined that what most differentiated between effective and ineffective strategies were (a) a large number of inaccurate rumors about the change and (b) employees learning about the change from a source other than management. Timing of the announcement most differentiated between effective and ineffective strategies. Employees reacted negatively to euphemisms and overly positive announcements.

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