DPR2603
EXAM
PORTFOLIO
DUE DATE:MAY-JUNE
2025
, Question 1: Techniques for Successful Change Management
(12 marks)
As the new communication practitioner at Werhu Waters, I suggest using the following
change management techniques by Bernard Chester (2005) to improve the company’s
outreach and communication effectiveness:
1. Establish a Sense of Urgency:
Explain why change is needed urgently. This motivates employees and
stakeholders to support new strategies and communication goals.
2. Create a Guiding Coalition:
Form a strong group of influential leaders within the organisation who support the
change process and help drive communication efforts.
3. Develop a Clear Vision and Strategy:
Clearly define what the company wants to achieve with its communication plan
and how it plans to get there.
4. Communicate the Vision Effectively:
Use multiple channels (email, meetings, posters, social media) to share the new
vision clearly, simply, and consistently across all levels of the organisation.
5. Empower Employees for Action:
Remove barriers and provide resources so that employees can implement the
communication changes without fear or confusion.
6. Generate Short-Term Wins:
Achieve quick, visible improvements in communication, such as increased
engagement or positive feedback, and celebrate them to build momentum.
7. Consolidate Gains and Produce More Change:
Use early successes as a foundation to introduce further communication
improvements and innovations.
8. Anchor New Approaches in the Culture:
Integrate new communication practices into the company culture so that they
become permanent and standard.
EXAM
PORTFOLIO
DUE DATE:MAY-JUNE
2025
, Question 1: Techniques for Successful Change Management
(12 marks)
As the new communication practitioner at Werhu Waters, I suggest using the following
change management techniques by Bernard Chester (2005) to improve the company’s
outreach and communication effectiveness:
1. Establish a Sense of Urgency:
Explain why change is needed urgently. This motivates employees and
stakeholders to support new strategies and communication goals.
2. Create a Guiding Coalition:
Form a strong group of influential leaders within the organisation who support the
change process and help drive communication efforts.
3. Develop a Clear Vision and Strategy:
Clearly define what the company wants to achieve with its communication plan
and how it plans to get there.
4. Communicate the Vision Effectively:
Use multiple channels (email, meetings, posters, social media) to share the new
vision clearly, simply, and consistently across all levels of the organisation.
5. Empower Employees for Action:
Remove barriers and provide resources so that employees can implement the
communication changes without fear or confusion.
6. Generate Short-Term Wins:
Achieve quick, visible improvements in communication, such as increased
engagement or positive feedback, and celebrate them to build momentum.
7. Consolidate Gains and Produce More Change:
Use early successes as a foundation to introduce further communication
improvements and innovations.
8. Anchor New Approaches in the Culture:
Integrate new communication practices into the company culture so that they
become permanent and standard.
