Role of Change Communication in Organisational Change

Running head: ROLE OF CHANGE COMMUNICATION IN ORGANISATIONAL CHANGE
ROLE OF CHANGE COMMUNICATION IN ORGANISATIONAL CHANGE
Name of the Student
Name of the University
Author Note

1ROLE OF CHANGE COMMUNICATION IN ORGANISATIONAL CHANGE
Executive summary
The term organisational change or commonly known as OCM refers to the structure of
managing the new business processes and operations in order to develop better understanding
and growth with respect to returns and business. It also includes change in the pattern of
strategies, work environment and business outcomes. It is of utmost importance to deliver
effective communication to create an organisational change. The transformation of an
organisation from one step to another is not an easy journey, rather it depends on the effectual
application of the planning, of organizing, of motivating and controlling of the primary functions
that bring about a successful organisational change. The major aim of communication is to reach
out to the audience, create awareness, building of trust and educating the audience, influencing
perceptions, attitudes and their belief systems and most importantly prompting action to deliver
the desired result. This report will analyse and evaluate the communication change being
implemented by Cheryl Hailstrom to bring about an organisational change. This report will
critically, justify the change agents, the pieces of change communication implemented, their
effectiveness in creating a change and their possible outcomes. The report will also be looking
into the gaps and make recommendations for the same. Finally the report will conclude with the
evaluation of the case and understand the necessity of effective communication in creating a
change in an organisation.

2ROLE OF CHANGE COMMUNICATION IN ORGANISATIONAL CHANGE
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Critical analysis of Cheryl’s communication..............................................................................4
Role of Cheryl as a change agent....................................................................................................5
The gaps of Cheryl...........................................................................................................................6
Recommendations............................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

3ROLE OF CHANGE COMMUNICATION IN ORGANISATIONAL CHANGE
Introduction
With the changing market structure and consumer demands, there has been an urging
need to revise the organisational structure and operational framework of the companies to cater
the market needs. The necessity of studying the change of an organisation and identifying the
agents of the change are therefore an important part of business operations in present times. To
keep up with the pace of technological advancement and changing criteria of production it has
become eminently necessary for the organisation to evolve with the time and therefore the
necessity for organisational change comes into being. The first step towards organisational
change starts with effective change in communication. Communication change refers to the
change in approach delivered through verbal and nonverbal communication and illustrates the
process of bringing about the change in series of actions delivered through communication. The
report will discuss in detail about the role of a change agent, and analyse the role Cheryl
Hailstorm as a change agent and the way she implements change communication to create
effective organisational change. The discussion will follow through several sections attending the
critical analysis of the case, the role of Cheryl Hailstorm, the identifying the pieces of change
communicated by her, and finally recommend solutions to modify the change communication as
suggested by Cheryl Hailstorm.
Discussion
The case opens up with the meeting scene (McNulty, 2018) of Cheryl Hailstrom with,
Mr. Mark Dawson, the senior vice president of operations. Cheryl Hailstrom has been the CEO
of Lakeland Wonders, a toy manufacturing company exclusively involved in making high
quality wooden toys. The company has been operating for over a period of 94 years and has been
successfully delivering quality products in time. Cheryl had joined the company when Walter
Swensen IV was retiring from office. Cheryl had always been an enthusiastic person and her role
in expanding the business of her former organisation, the ‘Kids&Company’ was commendable.
This led Walter Swensen to request her, to be the new CEO as his replacement. The incident is
post six months of Cheryl’s appointment and she feels that the company needs to make a
decisive change to grow its business and earn a competitive edge over the others by finalizing a
deal with Bull’s Eye store, which has agreed to partner with Lakeland Wonders for a deal.
Cheryl feels that this is the right opportunity to initiate the process of the organisational change,