The Role of Communication Strategies in Change Management ...

Somboon Kulvisaechana
do they effectively convey a complex message to a massive group of employees but also they
provide the employees a channel for feedback. On the last page of the launch packs, there is
a short feedback form aimed to measure how well the employees understand about the
communication schemes for the brand change.
“We try to open as many feedback channels as possible to all employees, who may
have further inquiries. They include e-questionnaires, e-mails, feedback forms, and
help lines.”
- Senior Manager C
To cluster the common ground of the themes, there are four major components of the
Consignia communication strategy in the brand and business status changes, which can be
diagrammatically shown below.
Figure 10: Communication Strategies for Brand and Business Status Changes
Audience-driven focus
in tailoring proper
communications
Consistent
feedback from
employees (twoway
communications)
Communication
strategies in
brand and
business status
changes
Clear and accurate
messages delivered
in an informal way
Rich channels of
communication to
optimize the
change resistance
4.2.6 Evaluation of Communication Strategies
The purpose of the communication strategy evaluation is to measure the effectiveness of
communication schemes utilized to align the senior managers’ understanding with the new
issue of the brand and business status changes. A full range of the evaluation plans has not
been yet conducted throughout the organization since the change issue has actually emerged
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