Detailed Change Management Briefing Report for Samson Industries

This report provides a comprehensive analysis of change management strategies for Samson Industries, a media company facing challenges in a rapidly evolving digital landscape. The report begins with an overview of Samson Industries' objectives, including the need to adapt to the shift from print to digital media and improve financial performance. It then delves into an external environment analysis using the PESTLE framework, assessing political, economic, social, technological, legal, and environmental factors impacting the company. The report further examines current HR policies, identifies sources of information on best practice change management, and assesses potential risks and barriers to change, providing strategies to mitigate them. Major operational change requirements are identified, prioritized, and subjected to a cost-benefit analysis. Finally, the report outlines recommended communication and education strategies to promote the benefits of the proposed changes, including reporting protocols and key messages. The report draws on various sources of information and best practices to formulate its recommendations, offering a strategic roadmap for Samson Industries to successfully navigate its transformation and achieve its objectives.

Change Management Briefing Report Template
Introduction
Provide an overview of the current situation facing Samson Industries including:
 Analysis of the company’s organizational objectives and identification of strategic changes
needs.
Samson media, which is a publisher of several upmarket fashion magazines, has strong link with
numerous high-profile fashion houses. However, of late Samson Media has lost a considerable
number of readership in the past two years. This can be attributed to the competition that it has been
facing from the upcoming fashion magazines. The second issue that the company is facing the shift
from print media to digital media. As there has been a decline in the readership, there has also
emerged the plummeting of the profits by a margin of 20 per cent. This has further led to the decrease
in the price share. To recover from this loss faced by the company, a new CEO named Amir Johnson
has been appointed for the post who has years of experience in the media. Some of the strategies
devised by the company are enacting a transformational change of the company that would convert
the magazine (print) to the digital medium and aiming for cost efficiency through shifting the head
office to the main office. These strategies look promising for the company to recover from the losses
faced due to the competition posed by the webzines. Increase return on capital employed to 8% within 2 years Enact a transformational change of the company that will convert all magazines to a
digital format only. Close the printing and distribution site. Achieve cost efficiencies through relocating the head office to a smaller office. Restructure head office staff through moving to a smaller core of permanent staff and
more contract staff.
It is intended that the new digital magazines will have the following features: Focus on health and beauty, fashion and celebrity gossip. Some free content but full access available only on a subscription basis. Additional features available to subscribers such as video clips, podcasts and discussion
a. A review of the current human resources policies and procedures and practices at Samson Media
against strategic objectives and report on required changes.
The current human resource policy and procedure include recruitment, induction, and selection policy
and procedure. This is considered an ad-hoc performance review process that takes place as the
issue ensues. There is no professional development or formal process of training needs analysis. In
Samson Media, the selection decisions are made based on merits with the aim of avoiding
discrimination and employee termination is handled with sensitivity and fairness.
External environment analysis

Provide an analysis of the external environment relevant to Samson Media and its objectives,
including events/trends that impact on strategic objectives, including trends in magazine publishing,
as well as trends in on-line magazine readership.
Your analysis should reflect a PESTLE analysis approach, reviewing political, economic, social,
technology, legal and environmental factors.
The external environment analysis of Samson Media reveals that due to the expansion of the digital
medium which is considered as revolutionary there have emerged several issues that needs to be
considered. There may emerge several lawsuits due to the copyright of content.
 Political: Service tax on development and supply of content for use in advertising
purpose (advertising cost increases)
Sales of space for advertisement in print media left out of the ambit of service tax.
Service tax increased from 10% to 12%. Sale of space or time for advertisement service,
excluding that in print media and that by broadcasting agency, brought under the service tax
net.
The publishers at Samson Media to be cautious regarding the quality and the type of content
that will be published in the webzine. This is relevant considering the strategic objective of
Samson Media to close its distribution channels and sites and completely shift its base to
online distribution in the form of webzines
Economic: Australia's mixed market economy is a prosperous, Western market economy
where the GDP is high and the rate of poverty is low.
The economy in Australia is generally expected to grow around 2.75 per cent, according to
several of Australia's chief economists.
There is increasing pressure from the rise of sell in books. It has been found that the profit on
e-books is negligible. However, the digital magazines have a wide market and are creating
attractive environment for the advertisers.
Australian economic growth accelerated sharply in early 2018, helped by solid contributions
across all parts of the economy.
According to the ABS, real GDP jumped by 1% during the quarter, the largest increase since
late 2011.
 Social: Social factors influence peoples choices, and samson media needs to understand
these changes as this will impact subscription behavior. Consumer attitude is very
important social factor.
New publishing strategies produce the community forums that would enable the readers to
form a community and engage with the contents of the webzine. The audience these days
has better access to the media distribution much like the publishers. However, threat
networking can lead to bad reviews.

 Technology: it is technology that has enable in the revolution of webzines and at the same
time led to stiff competition for Samson media’s print magazines.
 On the environmental front, shifting to a digital medium is good as it saves trees that are used
in the production of paper for the print magazines.
 Legal: There is also the threat of piracy
Sources of information on change management and best practice approaches
Outline the sources of information you identified about best practice change management strategies,
as well as an overview of best practice change management strategies.
Summarize each source of information and briefly outline how it has assisted in identifying
major change requirements and opportunities.
Sources of information are also highlighted above. According to the staff survey and information on
recruitment policies, practices and procedures, and the strategic objectives and external analysis, it
has been found that there are different areas such as features, content, subscriptions and additional
features has to be changed in samson media.
Furthermore, the strategic objectives have to be achieved by implementing the plans to relocate and
restructuring the staff.
It has been found that although there have been efforts from the management to aim for open
communication there is reluctance among the employees to share their true opinions. Some staff feel
that the department is not completely honest. There is also a belief among the staff that despite
change, the management will work according to their discretion. The management needs to adopt the
transformational organizational change through transformational leadership
The thrust would be to create a workforce that becomes important for the organization and the
members of the organization feel motivated. The termination policy of the company reveals that the
company will terminate employment on grounds of employment, retrenchment, bad performance or
serious misconduct.
In the recruitment policy, nowhere it was mentioned that the salary structure and incentives would be
discussed with the employees which is quite important. The sources of information about the best
practice change has been derived from the recruitment policy and procedures, staff sorbet and
termination policy.
All these sources have been useful in understanding the current problem in the company and
the kind of changes to be appropriated based on the views of staff and company guidelines.
Risks/barrier to change and strategies
Identify potential risks/barriers to change and strategies to address these using the risk assessment
template. Demonstrate your problem-solving skills, as well as innovation skills to identify risks/barriers
to change, as well as to identify relevant and innovative strategies to deal with risks/barriers to
change.
Complete the risk assessment template provided to you to record risks and solutions.

Barrier Likeliho
od Impact Conseque
nce
Risk
Level
Risk
Ranki
ng
Risk
Mitigati
on
Team
adaptati
on
0.16-
0.30 Low
Minor
financial
loss. Short
time scale
to recover
both
financially
and
politically.
minor 7
Follow
the
planning
with the
manager
0.46-
0.70 High
Organisatio
n can
recover
from all
dimensions
of impact
in six
months.
serious
Follow
the
planning
with the
manager
Custome
r
adaptati
on
0.16-
0.30 Low
Organisatio
n can
recover
from all
dimensions
of impact
in one
month.
Minor 6
Follow
the
planning
with the
manager
Cost of
the
service
with
high
price
0.01-
0.15
Insignific
ant
Minuscle
loss low 2
Follow
the
planning
with the
manager
Team
adaptati
on
0.71-
0.99 Extreme
Organisatio
n will need
a minimum
of six
months to
one year
time frame
to recover
from all
dimensions
of impact.
Catastrop
hic 27
Follow
the
planning
with the
manager
Custome
r
adaptati
on
0.31-
0.45
low Insignifican
t loss.
Budget can
be
low 1 Follow
the
planning
with the

recovered
through
simple
tactics.
manager
Delays
in
delivery
of
outsourc
ed
products
and
services
0.01-
0.15
Insignific
ant
Organisatio
n can
easily and
quickly
manoeuvre
from all
dimensions
of impact.
Minor 8
Follow
the
planning
with the
manager
Delays
in
delivery
of
outsourc
ed
products
and
services
0.31-
0.45 low
Insignifican
t loss.
Budget can
be
recovered
through
simple
tactics.
low 3
Follow
the
planning
with the
manager
Major change requirements
Identify and document major operational change requirements based on the scenario information and
your research and analysis to date.
 The major operational change in Samson Media is to reward the employees and provide them
with a space to articulate themselves.
 Communication needs to be improved through appropriate change management
 The print magazine should be made available in the digital format. Employees should be
rewarded to boost their morale confidence.
 Feedback from the employees need to be collected regarding job satisfaction and work
culture.
Prioritization of change requirements
Outline your recommended priorities for each of the change requirements, including your reasoning/.
 Transforming the print magazine to digital medium due to the favorable market for digital
magazines
 Rewarding the staff members to prevent attrition rate.
 Creating and expanding the channels of communication as the employees feel left out due to
the indifferent attitude of the management.

Cost-benefit analysis
Provide cost-benefit analysis of the high priority change requirements and opportunities. Use the
information in the scenario to inform your analysis. You may also need to research costs for the
change requirements you are recommending.
Category (Cost) Cost
 Transforming the print magazine to digital medium due to
the favorable market for digital magazines $ 100.000
 Rewarding the staff members to prevent attrition rate.
$ 10.000
 Creating and expanding the channels of communication as the
employees feel left out due to the indifferent attitude of the
management. $ 5.000
Category (Benefit) Cost
Online edition of a magazine is issued, and social
media of the magazine is also issued such as
Facebook, Instagram, and YouTube.
$ 100.000
Reward to staff who show high performance
Reward ways are holidays, bonus, and awards. $ 10.000
Online chatting between the management and
employees is implemented and Face to face meetings
are implemented.
$ 5.000
Payback estimation
$ 150,000
Recommended communication and education strategies
Outline your Recommended communication and education strategies to promote the benefits of the
change
Reporting
Protocols
Stakeholde
r 1
Stakeholde
r 2
Stakeholde
r 3
Stakeholde
r 4
Outcomes
Always
effective
Always
effective
Always
effective
Always
effective
Key Message continuously Communicat ensure each adds

improve the
Policy and
review
options for
technology
to improve
the
efficiency
and
effectiveness
e directly
and
indirectly
whenever
employees
and the
management
are needed
staff
involved in
the
recruitment
and selection
process
conducts
professional
business
etiquettes,
significant
value on the
organisation’
s strategic
plans and
leverages
organisation
al standards.
Channel
Electronic
Mail
Online
chatting
Telephone Telephone
Electronic
Mail
Online
chatting
When/Freque
ncy every day every week every day
Once a
month
References and bibliography
Anderson, D.L., 2016. Organization development: The process of leading organizational change. Sage
Publications.
Barry, D., Kimble, L.E., Nambiar, B., Parry, G., Jha, A., Chattu, V.K., Massoud, M.R. and Goldmann, D., 2018. A
framework for learning about improvement: embedded implementation and evaluation design to optimize
learning.International Journal for Quality in Health Care, 30(suppl_1), pp.10-14.
Benn, S., Edwards, M. and Williams, T., 2014. Organizational change for corporate sustainability. Routledge.
Buckman, B., Crawford, E., LePine, J. and Zhang, Y., 2015. A meta-analytic investigation of job engagement's
role in the transformational leadership–job satisfaction–job performance relationship. In Annual Meeting of the
Southern Management Association, SMA 2015.
McCleskey, J.A., 2014. Situational, transformational, and transactional leadership and leadership
development. Journal of Business Studies Quarterly, 5(4), p.117.
Turlais, V., 2016. BUSINESS SCENARIO PLANNING FOR DECLINING INDUSTRY. Journal of Business
Management, (11
3. Send an email to the CEO and Senior Management
Dear CEO and senior management
Hi, how are you?
I have reviewed the current human resources policies and procedures and analysed
external environments. It has been found that although there have been efforts from
the management to aim for open communication there is reluctance among the
employees to share their true opinions. Some staff feel that the department is not
completely honest. There is also a belief among the staff that despite change, the
management will work according to their discretion. The management needs to

adopt the transformational organizational change through transformational
leadership.
So I think we need a change management plan, please, review my report and give
me feedback.
Thank you.
Kind Regards
HJ
4. Meeting participation
5. a draft Change Management Plan
Introduction
Samson Media is a popular publishing house, however in the age of digitization it is
facing threat from the fashion magazines of rivals and due to the tendency of
consumers to shift to the digital medium. Therefore, new CEO (Amir Johnson) has
been appointed to bring change management style to the publishing house and help
in recovering the brand from loss. Some of the strategic goals in this regard are
increasing the return on capital and shifting to a digital medium along with the
inclusion of more health, beauty and fashion-based content.
Project Sponsor
Samson media company is project sponsor .
Project Objectives
The aim of the project will be achieved cost efficiencies through relocation of the
head office to a small office, restructuring the head office staff through shifting to a
small core of permanent staff and contract staff and additional features to be made
available for the subscribers through podcasts, video clips and discussion.
• Increase return on capital employed to 8% within 2 years
• Enact a transformational change of the company that will convert
all magazines to a digital format only.
• Close the printing and distribution site.
• Achieve cost efficiencies through relocating the head office to a
smaller office.
• Restructure head office staff through moving to a smaller core of
permanent staff and more contract staff.

Change Objectives and Principles
The aim of the transformational organizational change is to make the employees in
the organization feel valued considering the results of the staff survey that showed
many employees are not contended with the management style. The principle for the
change management will be inclusiveness and consultation. The ethical issue would
be to ensure that employees have the space to share their feedback and this can be
ensured through anonymous survey feedback
Change Plan Elements
The company has recognised the elements in the change of plan and all the
elements will require attention in relations to:
1. People: All the staff members will be communicated the about the
organisational change taking place and each employee’s involvement in
successful implementation of the plan. The company will provide trainings to the
employees to enhance their skills from print media to digital media.
2. Filing of all documents accurately: The departments should ensure they
are accurately documenting all the verbal conversations via an email and following
proper feedback forms, trainings and meeting in a formal manner. The documents
must contain the strategies, plans and reviews.
3. Hierarchy and organization chart: The new positions will be defined in
the company organization charts and each and every member will sign off their
job descriptions. For any new campaigns/processes, the training will be given.
4. Upgrade in Technology/systems: The company has new ERP solutions that
will cater to bigger size of customers. The training on new systems will be provided
to appropriate stakeholders to ensure adherence and awareness of new workings
that may be required from time to time. This may involve customer data pertaining
to subscriptions.
5. Position /roles: all the jobs descriptions for each employee will be revised
and each employee will be coached to perform the duties accurately and effectively.
For successful implementation of the change, it is recommended to:
• Implement improvement initiatives such as job descriptions, training
and coaching about digital media,
• Provide training about the new processes, systems and digital marketing
• Identify gaps and implement plan of action

• Give product specific training (Digital marketing) to impart more and
more knowledge
The most important area in any change management plan is Communication, hence
planning for a meeting to communicate the plan is the most essential part, taking
ideas form the team and incorporating it in the plan is the biggest motivation for
employees. One on one meetings with each staff to address if any concerns to
ensure retention of employees.
Rationale for the Change
Digital marketing-
 May end up in Niche market- Ensuring it remains wide by monitoring
the subscription and range of publication… 3
 Competition from the brands specializing in digital magazine- May not
be purchased by the buyers- May lose its revenue Include high-quality content
to neutralize the effect of stiff competition- Priority of risk 1
 Inclusion of new kinds of content for the magazine, It may not be liked by the
loyal customers- As customers would not associate with it and hence there would
not be any brand recall, Inform the customers about the new features so that they
are prepared- Priority of risk 2
Key Stakeholder Analysis
The key stakeholders will be staff, management and the customers.
The management needs to be sensitive towards the staff, the staff would be
concerned about career growth and better channels of communication and for the
customers they would want the brand to publish high-quality content on the digital
platform.
The preferred medium of communication will be session involving dialogue about the
changes, newsletters, briefings from project team members, frequently asked
questions
Assessment of Readiness to Change
Currently, there has been a high-level strategy in place and therefore, the
stakeholders are aware about the present situation of change management and
committed to their respective tasks. A compatible workplace culture and reward

programs would facilitate the change management in an efficient manner. There is a
strong senior support for change. The Team is committed to implement change and
is expecting positive results and also recover the loss of 20% that occurred in
previous quarter. To make this implementation successful among all the
departments, the Senior Management team will work together to make this process
simple and easy.
Key Change Messages
The company is looking at recovering the lost revenue and revamp the entire
process to give a competition in the market to existing competitors. The company
focus on quality and will implement the change in positive and accurate way.
• Key messages to convey about the change process
All communication will be in a transparent manner to the appropriate stakeholders
based on respect to ensure acceptance among employees.
1. The succession of the plan is completely dependent on the cooperation
of each employee and the company believes in team work.
2. The company will ensure job security to its employees, will communicate
the plan in a transparent manner and aims to be a market leader in coming years.
3. Due to a big loss the management has come up with a strategic plan to
upskill from paper magazine to digital. This is a change in process and
systems without majorly affecting the employees.
4. All required quality and training support will be provided, this is role
specific and authority specific.
5. The company looks forward for contribution from each and every
stakeholder to take this to the next level despite the loss that the company faced.
Identify Change Elements
Structure/processes:
 There will be change in structure of the company as the staff members will
be moved from permanent to temporary staff, the responsibilities and job
descriptions will be revised and defined at samson media.
Performance measures/Timeframes:
 The KPI has to be implemented in order to measure effective change and
adherence to revised job responsibilities. In addition, timelines to achieve
specific task has to be defined.
 All the trainers and marketing managers will be trained first to further
coach the entire set of staff members.

 A change will be required and trained to implement the change. It is
believed that this will add to the cost of the company. All the stakeholders need to
be responsible in facilitating the change using appropriate resources.
Specialist training:
 The company will have digital media experts who would provide relevant
training. All the staff members from printing department will be upskilled to digital
process and will add to their knowledge. A timeframe in the development plan
had been shared with all the employees.
Impact on workloads:
 Job descriptions that’s have been communicated will be reviewed to
measure performance. The workload has been equally divided considering the
competencies of each employee and it is position/role specific.
 The company has a development plan in place to ensure
adequate knowledge is gained by each staff member.
Develop Change Plan
Develop a change plan including performance measures [how will you know the
change plan is effective?]. Ensure the plan is adequately resourced.
ActionsResource requirements Who When Performance Measures
Review KPI’s monthly
Reward system Statistics data
Money, gift coupons and badges CEO/Manager
Manager Monthly
End of every month Number of subscriptions per week/month