| Author: | Dürig, U-M. Sriramesh, K. |
| Title: | Public relations and change management:The case of a multinational company |
| Journal: | Journal of communication management
2004 : VOL. 8:4, p. 372-383 |
| Index terms: | Management Corporate culture Public relations Strategy Case studies |
| Freeterms: | Change management |
| Language: | eng |
| Abstract: | This paper analyses the three phases of change management adopted by the multinational company RWE Solutions, describing several steps that organisations can adopt in managing change strategies and establishing new corporate cultures. It is important to formulate the core statements and the 'mission' of the company, making sure that the company's business model and strategy are comprehensible and communicable to external publics. It is also important for managers to ask whether a gap exists btw. statements and reality, the real vision and claims of the vision, and assess how any existing chasms can be bridged. Next, assessing whether the company's 'emotional presence' is evident in the corporate design, which should match the story of the company and be as close to the self-image and the goals of the employees and management staff as possible. |
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