The Role of Communication Strategies in Change Management ...

4.2 Key Findings
Somboon Kulvisaechana
By looking through the lens of the various top executives and senior managers of Consignia,
the findings of the study reveal ten overarching themes in relation to the rebranding and the
business status change to a public limited company (plc) status. Such findings also
investigate some depth of understanding of how the executives perceive the internal
communication process surrounding the change in Consignia. Moreover, these constructs,
which are analyzed through the sound research methodologies as discussed in Chapter Three,
feature the development of a comprehensive framework of the communication strategy in
change management.
Prior to discussing the ten themes of the findings, it is imperative to understand the
relationship between communication strategy and change management in Consignia.
Diagnosis of the current status of the organization is given priority at the outset of change
management phases, or as phrased “understanding where we are at present.” In this phase,
forces for change, leadership attributes, top management & employee commitment, and
resistance to change are the main themes to be considered. After that, the destination of the
change journey has to be clearly identified to highlight the long-term objective, as phrased
“understanding where we head for in the future.” The ultimate objectives of this issue
encompass organizational culture and change commitment, successful business and
sustainable change management. They are essentially driven by continuous change
interventions. Upon these analyses, a question “how to get there and how to achieve it”
emerges to puzzle the top management and change agents of Consignia. They hence need to
duly seek for an appropriate mechanism to bridge the gap between the present and the future
statuses so as to strive for sustainable competitiveness in the market. As regards to the
transition of the brand and business changes with the corporate staff concerned,
communication strategies and evaluation of communication serve as the glue that effectively
connects the two statuses while change progresses. These major phases of change
formulation are well-supported by the below statement.
“The right place to start is to understand what the changes are and what is going on
in the postal distribution market. Also, we need to understand what we would like to
achieve in a particular context. Then we try to fill the gap with a comprehensive tool
and technique to help drive toward the objective. A large number of case evidence in
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