Change Communication: Emerging Perspectives for Organisations and Practitioners

Abstract

This chapter outlines current and emerging approaches in change communication from both scholarly and practice perspectives, and what this means for organisations and practitioners, including practical implications for education. A literature review is conducted using the Kemmis and McTaggart framework for studying practice based on individual-social, objective-subjective dichotomies leading to an integrated reflexive-dialectical approach. Five roles are suggested for the practitioner in leading and influencing change, namely that of a Communication Architect, a Story-enabler, an Empathiser, an Engager and a Community Builder. These roles go beyond the traditional informative role, to practitioners co-constructing communication with stakeholders during change. With new ways of thinking about change management, there is the possibility for new methods of educating practitioners beyond the traditional qualification or professional certification. These would require greater collaboration between scholars and practitioners in creating vehicles for continuous learning.

Citation

Crestani, I. (2016), "Change Communication: Emerging Perspectives for Organisations and Practitioners", The Management Game of Communication (Advances in Public Relations and Communication Management, Vol. 1), Emerald Group Publishing Limited, Leeds, pp. 225-244. https://doi.org/10.1108/S2398-391420160000001012