Forandringskommunikation i en ... - Hans Mogensen

Indhold
1. Indledning ..........................................................................................................................................................................................4
1.1 Problemformulering...................................................................................................................................................................5
1.2 Afgrænsning................................................................................................................................................................................5
1.3 Opgavens opbygning ..................................................................................................................................................................6
1.4 Metode – teori og empiri............................................................................................................................................................6
2. Hvad er forandring?..........................................................................................................................................................................8
2.1 Forandringssamfundet...............................................................................................................................................................8
2.2 Forandringens dimensioner og kategorier ...............................................................................................................................9
2.3 Delkonklusion ...........................................................................................................................................................................13
3. Hvad er forandringsledelse?...........................................................................................................................................................14
3.1 Baggrunden for anvendelse af forandringsagenter ...............................................................................................................15
3.2 Typer af forandringsagenter ...................................................................................................................................................16
3.3 Forandringsagentens rolle i den planlagte tilgang til forandringsledelse ............................................................................17
3.4 Forandringsagentens rolle i den emergente tilgang til forandringsledelse ..........................................................................17
3.5 Forandringsagentens rolle i den fleksible tilgang til forandringsledelse..............................................................................17
3.6 Delkonklusion ...........................................................................................................................................................................18
4. Hvad er forandringskommunikation? ...........................................................................................................................................19
4.1 Forandringens retorik..............................................................................................................................................................20
4.2 Modeller til forandringskommunikation................................................................................................................................21
4.2.1 Massekommunikation......................................................................................................................................................21
4.2.2 Linjekommunikation .......................................................................................................................................................21
4.2.3 Larkin & Larkins model .................................................................................................................................................22
4.2.4 Helle Petersens cen-lok strategi.......................................................................................................................................23
4.2.5 Netværkskommunikation ................................................................................................................................................25
4.2.6 Bottom-up kommunikation .............................................................................................................................................26
4.2.7 Horisontal og cris-cross kommunikation .......................................................................................................................27
4.2.8 Delkonklusion på modeller til forandringskommunikation .........................................................................................27
4.3 Forandringsreaktioner og oversættelsesstrategier ................................................................................................................28
4.3.1 Håndtering af modstand mod forandringer ..................................................................................................................29
4.3.2 Oversættelsesstrategier....................................................................................................................................................31
4.3.2.1 Storytelling som ”oversættelse”..............................................................................................................................31
4.3.2.2 Metaforer som ”oversættelse” ................................................................................................................................32
4.3.3 Delkonklusion...................................................................................................................................................................33
5. Analyse af forandringskommunikationen i den nye Silkeborg Kommune .................................................................................34
5.1 Strukturreformen og kommunesammenlægningen som forandring ...................................................................................34
5.1.1 Nationalt: Strukturreformens historiske forløb ............................................................................................................34
5.1.2 Lokalt: Kommunesammenlægningens historiske forløb i Silkeborgområdet.............................................................35
5.1.3 Forandringsfaser i den nye Silkeborg Kommune..........................................................................................................36
5.2 Forandringsledelse i den nye Silkeborg Kommune ...............................................................................................................37
5.3 Forandringskommunikationen i den nye Silkeborg Kommune ...........................................................................................38
5.3.1 Organisering af den interne kommunikation på det overordnede niveau...................................................................39
5.3.2 Interessenterne og kommunikationen med de primære interessenter.........................................................................40
5.3.2.1 Medarbejderne...........................................................................................................................................................41
5.3.2.2 Mundtlig, skriftlig og elektronisk kommunikation til og med medarbejderne ............................................................41
5.3.2.3 Projektorganisationens medlemmer...........................................................................................................................42
5.3.2.4 Niveau 1 og 2 lederne ................................................................................................................................................42
5.3.2.5 Mellemledere og tillidsrepræsentanter ......................................................................................................................43
5.3.2.6 Samarbejdsudvalgssystemet (HovedSamarbejdsUdvalg, HSU, og MED-udvalg) .....................................................43
5.3.2.7 Politikerne .................................................................................................................................................................44
5.3.2.8 Borgerne ....................................................................................................................................................................44
5.3.2.9 Medierne....................................................................................................................................................................45
5.3.3 Bottom-up kommunikation .............................................................................................................................................46
5.3.4 Forandringsbudskaberne i den interne kommunikation ..............................................................................................46
5.4 Brugen af forandringsagenter i sammenlægningsprocessen.................................................................................................47
5.4.1 Mellemledere og tillidsrepræsentanter...........................................................................................................................47
5.4.2 Kompetenceagenterne......................................................................................................................................................49
5.5 Delkonklusion ...........................................................................................................................................................................49
6. Værktøj til kommunikation af forandringer.................................................................................................................................52
7. Konklusion .......................................................................................................................................................................................54
8. Perspektivering................................................................................................................................................................................57
9. Litteratur..........................................................................................................................................................................................58
10. Litteratur til casen.........................................................................................................................................................................62
11. Bilag................................................................................................................................................................................................65
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