ABSTRACT
Internal communication is particularly important in times of change. Research is stressed as the first step by James Harkness of internal communications and change management specialists Banner McBride (Harkness 1999). He shows how communication must be integrated into each stage of the change process, emphasising both giving facts and listening to concerns and reactions to the change (Figure 11.1). The first step is a stocktake of the situation. Interviews with managers ascertain the key messages, which are then used with discussion groups of employees. This also gives employees the chance to air their opinions, complaints and suggestions. Building on issues raised here, a questionnaire might be devised to further encourage employee involvement. Focus groups and one-to-one interviews could be conducted with a range of people. This process can also inform the language which is used for different groups, and indicate how different groups like to receive information. In an exercise for GNER, it was found that older people preferred to receive information in written form, but younger staff preferred to hear news face-to-face.
