Abstract

Change management, reengineering, repositioning, restructuring, or just doing things differently-the scope of change ranges from monumental cultural shifts of billion-dollar corporations to a local retailer's efforts to remain competitive in a town under siege by national mega-chains. Implementing change successfully, regardless of the scale, requires internal communication strategies that are interactive, dynamic, and even fun. Such strategies should train workers in the use of contemporary tools, while simultaneously entertaining them and providing positive re-enforcement through continuous recognition and reward. But above all, change management communication must be closely linked to business performance, pairing the needs of employees with the needs of the business. Doing so will result in greater employee support and ultimately lead to increased performance.