Impact of change communication process

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Executive Summary

The word change implies for many things, but if applicable to certain aspects will definitely result in a positive way. All the organizations' who can handle change will be able to hold themselves in this fast growing business world. Information is the key to success here. Unless the problems are recognised and acknowledged, and convincing reasons to effect change are understood, action to rectify the problems will not occur. The report helps us to understand the importance of change in management, effective of internal communication and all the problems faced by the manager while dealing with the international team. Last but not the least this project also gives suggestion to the manager to make the necessary change and how to handle them in all aspects and difficulties.


"The word 'communicate' is historically related to the word 'common'. It is derived from the Latin verb 'communicare', which means to share or to make common". Soon it was in turn related to the exact Latin word for 'common' i.e. communis. When we communicate we make things common amongst people whom we communicate with. Thus, we increase our shared knowledge, our 'common sense' - the basic requirement for all. Communication also helps conflicting parties to resolve disputes in various cases. That is because sometimes continued communication may eventually make them agree to a disagreed point. This is very often a productive outcome of communicating. It is approved that management, and business professionals have similar languages governing their profession. But sometimes, "shared meaning," by definition for effective communication, is difficult to search. So lots of diverse words and terms have fine shades of variation in the meaning and in such condition it is not easy to associate a single word to one particular meaning in the identical framework.

Although over centuries the medium of communications have changed drastically, but communication still shows some basic common characteristics irrespective of the size, complexity and space between the communicating units. However communications by signs, verbal or a symbol means the same. (Karl Erik Rosengren, 2000.)


The principal reason for communicating change is for the purpose of informing and coaching people who are affected by it. It is necessary to ensure that they understand what it effects they will incur personally. Another reason for communicating changes is to entertain any concerns which the affected people have in relation to the change. The final outcome from this process is to achieve behavioral change and commitment to the future state.

However, it is important that sufficient time should be allocated to think about the messages communicated, especially in difficult situations. For instance consider the change from the perspective of each group of stakeholders where implementation may have a different impact. Thus, it is important to develop communication channels that can perform a two-way check that the messages which are being transmitted are being received as intended by the transmitter or not. This eventually will enable change plans to be adapted accordingly to increase the likelihood of successful implementation.

The following should be taken note of:

  • Adopt your style:
  • Read body language:
  • Be sensitive to context:
  • Don't ignore the details:
  • Listen!

(Hr Dynamics, 2009).

Body language:

Body languageis a form ofnon-verbal communication, depending upon the body pose, gestures, and eye movements. Humans send and understand such signals without thinking. It is said that humans communicate in such a way that almost it's the use of body language, and only few % of communication consists of words. Body language may provide clues as to the attitude or state of mind of a person. Example is attentiveness,boredom, relaxed state &pleasure etc.

Communication Style:

It is necessary that every time the employee will understand or make use of the message. This mainly happens if it is delivered in a rigid way. A style whereby there is a direction is given will not work with a person who empathizes with others; their sensitivities or feelings need to be taken into consideration when delivering the message to them. The responsibility for adapting their style to the position lies with the manager but not to those who are receiving the message.

Consider the context:

The place of delivering the message is very important as the matter or the content of message. Managers need to be aware of the signals that they may by mistake send out in calling staff to a meeting. A message that is delivered in a manager's office as opposed to a meeting room may take on a different meaning to those called to that meeting.

Don't overlook the details:

It is very easy and dangerous for managers to think that their staff has the same thoughtful of the information that they do. The case is really opposite normally if you tend to see. Without the detail, people may not believe the conclusions that organization has come to in particular where that change impacts upon them directly.


Employees have invested in the success of the enterprise and it makes business sense to create time and space in the communications process to allow managers to listen to the employees in their teams. What do they think about the message? What ideas do they have, about how they can put in to improving the current performance issues? What issues, concern and worries do they have as they understand the message? Why do you need good listening skills?

Internal communication systems

Below are the steps involved in effective communication system.


"There's no dispute for the value of effective internal communications in any small or medium-sized business". Employees who were well informed are in advantage; they feel more concerned in the fate of your company and eventually contribute towards success. Organizations that make internal communications a major worry are more likely to reach their objectives with deserving employees. Internal communication is now one of the main concerns of big and small organizations because businesses aim is delivered by the people. It is the job of the organization for all the workers and managers to provide an environment where people feel spoken to, valued and respected. Where they can fell their investment of time, personal commitment, and goodwill, intellectual and physical capital is organized and rewarded.


Methods used for internal communication as follows:

Company newsletter:

The company newsletter is a simplest way of relaying steady information to employees on a regular basis. Events such as client giving bonus, best employee of the month, regular updates about the company. Get in the employees for their ideas, so that the manager will come to know that not only they are trying but their employees are also putting effort for the same. Newsletter is where anyone within the company can post, which will avoid conflicts between them.

Intranet site:

Building an intranet site can help you to put very useful information online and update it regularly. This may be the most costly option for the company. This site should be available to all the employees, and daily updates should be highlighted. It is an instant medium for employees; they should have excess to use it. It will not change electronic newsletters or emails, which are a cheap way to get out appropriate information.

Suggestion boxes:

A suggestion box helps employees to lift their concerns and issues secretly, which has to be checked on regular basis. Though the company has a smaller staff but it will give then total assurance.

Posters/ Banners:

The best way to keep all the employees updated because they can be placed in extremely visible areas such as, cafeteria or assembly rooms. Posters are mostly useful when you have to make an impact and want to add value to a message.

Group meetings:

Having one on one communication with the employees is more effective. Smaller group meeting will help to create faster bonds. This will allow the employee to speak up for the issue and the agenda should be made clear for all.


Impact of Change on the communication process

"Change may be regarded as one of the few constants of recorded history". Change management plays an important role in organization where in managing task is not easy. The word change management means that change is taken place in a correct manner. With reference to the IT projects we can say the change in the versions of a project and managing these versions properly. Changes in the organization or a project can be initiated from within the organization or externally by E.G. a product that is accepted among the customers may feel a change in design based on the triggering factor like same product from some other manufacturer, the example of external factor which will implement a change in the organization.

If there is to be done something and which should be fast, reliable and steady is 'CHANGE' itself. Change is universal and it is expected in all terms and conditions. Some organizations that do not remain with the change will become unstable in future, and with long term goals will be big questions. There is many such things that may affect the business, for example events or situation. It can be in a positive or negative way called as forces. There are two forces to be kept in mind they are internal and external. (Rob Paton, James McCalman, 2008).

Internal forces:

Internal forces can be described as kinds of condition, events which occur in the organization and are usually under the control of the organization, for example, machinery of the organization, management systems or technological capacity etc.

External forces:

External; forces can be described as kind of situation, or events that may occur outside the boundary of the organization which may as well be out of the control. For example, Economy, competition, politics or political interface etc. No matter which ever factor may be, internal or external one thing will remain common and constant in both, that is change. Change is bound to happen now or in future and the organization should be ready to accept it in anyways, it should be flexible and willing to respond in a proper way. Especially if we see that the external force may become the impact on the business if it is not help properly it can lead to close or shut the business.

If the business needs to stay and see for the long term goals and to achieve the competitive edge, they should know the change, the changes needs to be done and what if the change happens?

  • Competition (what is going on?)
  • Customer reaction their (needs, wants, and desires)
  • Economy status (positive, or moving negatively)
  • Social environment
  • Technical changes
  • General environmental changes.

Above mentioned are the obstacles that an organization must be on top of. It is never easy for anyone to accept the change very fast, but it is never impossible. Try to build good tactics, strategies, and practice those to ensure that the outcome for that will definitely in positive way.

Challenges faced while dealing with international team

Language barriers:

All countries have different language, and a different way to pronounce the words. For instance two people speaking different languages' will not be able to communicate except at the most basic level. There could be language barriers if both the person speaks same English and one is men and the other is a women, that is because sex related difference in our communication.

Emotional barrier:

Emotional barrier is also one of the main the barrier. It is the main fear of, doubt & thought. The cause of our emotional doubt lies in our childhood, when we were taught to be careful on what we say to others. If suppose you are emotionally blocked and cannot understand the meaning of any specific message because you are emotionally blocked at that time, the problem can occur with receiver and sender as well.

Cultural barriers:

Cultures provide people with ways of thinking, seeing, listening, & understanding the world. Sometimes same words can mean different things to people from different cultures, still if they speak same language. If suppose it takes more than knowledge to overcome these problems and communicate effectively to all cultures.

Mental barriers:

This barrier can cause poor pronunciation, confused thinking, and overload communication. EXAMPLE, a travel agent is trying to explain the tour to the customer and he is talking with too many of them at the same time, he may get confused as the customers will ask different questions but in a different language, which will cause him a mental block at a time or he may get confused.

Waverly house in 1985, the hotel is located in the heart of historic Bloomsbury, with easy access to the west end and the city of London. The hotel offers 109 bedrooms with a Restaurant, a Brasserie and the trendy Dean's Bar.

Waverly house has a reputation of 80% of the hotel rooms are full year round. There are many guests coming in from different country, region, culture etc, to stay with the hotel. Staffing is based on the ability of the person and the fluency he shows to work and to speak good English. It depends upon the person who takes the interview and also the practical skills. The employee must be of a hotel background or has to have experience with the relevant industry in the past. To be successful in this industry one needs to understand how the company operates and its overall goals.

Such a brilliant source of the information is the Aquarius group (main head office of Waverly house hotel). Of where decisions are made and for implementation are then transferred over to the hotel. The message is then viewed by the general manager, assistant managers and the supervisor sitting together to make a good and a successful plan. It is a time consuming process but once the plan is ready and to execute all the employees are then called and asked about their views and ideas on it. The change was then brought in to the hotel on May 15, 2006 by Tiki Mula, Public relations manager. He made communication change so important and simpler in all forms that even a Chinese employee was able to communicate with an African guest fluently.

Suggestions to the Manager

The mind set of all the workers should be clear and should be positive. After the change happens the result can come in both ways, positive or negative. Needs to concentrate more and be present physically and mentally. Each recommendation was accompanied by implementation steps, a time schedule and cost estimates (Beverly Sypher, 1997).

Functional committees:

This committee is mainly to address the organizational concerns that are being missed now and in it will be missed in the future. It also includes training session, orientations for the new comers, benefits given and communication training. This can be more beneficial if the sessions of training are held in smaller groups which will also result in removal of communication.

Encouraging the silent members:

There are various reasons including boredom, felt advantage, unconcern and lack of confidence these are some of the members who will not wish to participate. The reaction of the manager will depend upon what is causing then to be silent. They can be encouraged by asking for the opinion of what the colleague just said. But if they ate still not ready to be a part of it then it will be a big mistake to force them to the discussion.

Problem solving techniques:

If the group is unable to agree on a solution, several other methods can be used and each with the advantages and disadvantages. (By Betsy B. Holli, 2003)

Handling Criticism

Developing an assertive personality would call for the ability to handle criticism from others without being defensive or upset. There are several factors that lead you to handle criticisms emotionally rather than effectively;

  1. Taking criticism personally instead of seeing it as corrective feedback,
  2. Failing to separate relevant from irrelevant criticism,
  3. Reading into criticism some message that isn't there,
  4. Seeing the criticism as an invitation to get angry or to judge oneself harshly,
  5. Failing to get specifics and examples of what is being criticized, and
  6. Believing that expressing criticisms is bad or wrong.

Knowing What you Want

Setting long-range goals for all the seven areas of your development will go a long way in obtaining the position that you cherish from life. Success requires you to plan effective strategies for developing an assertive personality.


  1.; assessed on 7/11/2009.
  2.; 2009; accessed on 3/11/2009.
  3.; assessed on 1/12/2009.
  4.; assessed on 2/12/2009.
  5. Communication: an Introduction; Karl Erik Rosengren, 2000.
  6. Nonverbal communication; Albert Mehrabian, 2007.
  7. Change management a guide to effective implementation; Rob Paton, James McCalman, 2008.
  8. Case studies in organizational communication 2: perspectives on contemporary EDITION 2; Beverly Davenport Sypher, 1997.
  9. Communication and education skills for professional; Besty B. Holli, 2003.