ABSTRACT
One of the most important focus areas for internal communication in modern organizations is communicating strategy and change. Change – planned and emerging – helps organizations adapt to changes in the surrounding world. Both strategy and change help drive success in an organization. Two types of organizational change can be identified that would like to describe in further detail: planned change and emergent change. Since the beginning of the 1980s, when organizational/company culture became a popular term in both research and practices, organizations have worked with developing, changing and strengthening their basic values. According to Mats Alvesson, one of the worst and most normal sorts of functional stupidity is work with organizational/company values. The chapter presents some more hands-on advice on how to optimize change work in an organization. It deals up the advice into five areas: the role of the communication professionals, different actors’/stakeholders’ roles, content and message, channels and methods and communication planning.
