Session 9
Impact
The quality of communication can affect:
Success or otherwise
• Recognition of need for change
• Understanding of roles and processes
• Support and direction through a change process
• Two-way information exchange
Impact
The role of communication
• Informs Stakeholders
• Facilitates flow of information
• Facilitates understanding
• Supports control
The Who What and How of
Communication
What: Managers can communicate about anything but they cannot
communicate about everything - so, implicitly or explicitly, they make choices
about communication content.
Who: They also take decisions or unconsciously act in ways that impact on the
shape of communication networks. For example, they may communicate with
some organisational members but not with others and they may authorise or
encourage certain others to communicate with each other.
How: They may also influence, if only by example, preferred channels for
passing on particular kinds of information.
John Hayes, THE THEORY & PRACTICE OF CHANGE MANAGEMENT, 3rd ed. Palgrave, 2010
4
Clampett et al’s five communication
strategies
Spray & Pray
Tell & Sell
Identify & Reply
Underscore & Explore
Withhold & Uphold
John Hayes, THE THEORY & PRACTICE OF CHANGE MANAGEMENT, 3rd ed. Palgrave, 2010
5
Communication effectiveness
High
Low
Underscore & Explore
Tell & Sell
Spray & Pray
Great
Identify & Reply
Withhold & Uphold
Amount of information transferred
Little
Clampett et al’s five communication strategies
John Hayes, THE THEORY & PRACTICE OF CHANGE MANAGEMENT, 3rd ed. Palgrave, 2010
6
Responsibilities - ALL
Change usually experienced as top down
• Can be filtered to just what is thought to be relevant
Bottom-up required but:
• Can be filtered to just good news
Lateral
• useful but sometimes difficult (silo mentality)
Beer (2001) – poor quality of upward communication is a
‘silent killer’ that blocks change
Considerations
Role – who communicates affects the
communication
Content
• should reflect time and change process because need for
information type changes during change process
• Quantity & Quality – how much? type? (p179 Hayes)
Channel – a variety of channels should be
considered (written/verbal/face to face etc.)
Considerations
The way change is communicated can affect perceptions of fairness & justice
• E.g. managing downsizing
Summary
All organisations change/evolve as does everything in life, the hard part for
many organisations is getting the transition right with the use of effective
procedures, motivating the workforce by removing barriers and allowing for
success and positives for all and leading in a positive way
References
Argyris, C. & Schon, D. A. (1996) Organizational Learning II (Reading, MA:
Addison-Wesley).
Burnes, B. (2009) Managing Change. 7 th Edn. Harlow. Pearson Education.
Dervitsiotis, K. N. (2004) Total Quality Management & Business
Excellence, Vol. 15 Issue 4, p457-473
Hayes, J. (2007) The Theory and Practice of Change Management. 2 nd Edn.
Basingstoke. Palgrave.