Strategic communication during change processes: and the role of the PR practitioners
2007 (English)Conference paper (Other academic)
The focus of this paper is the strategic work of the PR practitioners during change processes. The paper presents some results from the research project, “Communication in Change Processes” . The overall objective of the research project is to study communication in three different organizations, AstraZeneca, E.ON and SCA and to define common problem areas and best practices that can contribute to new knowledge regarding change communication. The project consists of various studies, each with a central aspect of communication processes, where the PR practitioners' strategic work with internal communication during changes is one study. This paper includes a theoretical discussion of the theories and models available for strategic work with internal communication during change processes as well as a short description and analysis of the work of each of the participating companies' PR practitioners, during an organizational change. Even though the research project is not yet completed the results show that although there are available theories and models, however from cognate fields, only one of the three organizations is using them to work strategically. It also shows the value of this research project, i.e. that there is a need for new knowledge in the area and for theories and models specifically developed for this field. The results also indicate that in order for an organizational change to be successful a strategic plan for communication is essential and the PR practitioners need to work close to the business, as an internal consultant.
Place, publisher, year, edition, pages
2007. 17- p.
Organizational communication, PR practitioners, change processes
Media and Communications
IdentifiersURN: urn:nbn:se:uu:diva-14455OAI: oai:DiVA.org:uu-14455DiVA: diva2:42225
The 18th Nordic Conference for Media and Communication Research, Helsinki, Finland August 16-19, 2007.