Internal Communication Cases - Period 2
Week 1: Case introduction and communication advice
Clampitt & Berk (1996) - Strategically communicating organisational change
● regardless of organisation’s motivation for implementing change: there is need to
communicate it
● only few develop systematic communication plan
The Iceberg
● organisational change may flounder because of lack of strategic communication
planning
● 80-95% of time spend on surface issues
● bottom-up process
Contextual Analysis
● background knowledge about organisation: base for understanding how change
might be perceived
● 1. Issue: type of change (underestimate impact of change)
Week 1: Case introduction and communication advice
Clampitt & Berk (1996) - Strategically communicating organisational change
● regardless of organisation’s motivation for implementing change: there is need to
communicate it
● only few develop systematic communication plan
The Iceberg
● organisational change may flounder because of lack of strategic communication
planning
● 80-95% of time spend on surface issues
● bottom-up process
Contextual Analysis
● background knowledge about organisation: base for understanding how change
might be perceived
● 1. Issue: type of change (underestimate impact of change)
