'We Manage Your Damage': A Practical Case for Internal Communication as a Management Tool

INSTITUTIONALISING PR AND CORPORATE COMMUNICATION, PROCEEDINGS OF THE EUPRERA 2008 MILAN CONGRESS, VOLUME 2, E. Invernizzi, T. Muzi Falconi, S. Romenti, eds., pp. 983-994, Milan, 2009

12 Pages Posted: 21 Jun 2010

See all articles by Alexander Güttler

Alexander Güttler

affiliation not provided to SSRN

Holger Sievert

Macromedia University; Technische Universitaet Munchen (TUM); University of Cambridge; Institute for Public Relations

Date Written: 2009

Abstract

Companies worldwide must become ever more flexible in their organisation and culture to react to rapidly changing markets. Change management has become a common term in modern day business, and communication is a key aspect of this. All too often, however, the communication in change processes is less than satisfactory.

This paper presents an extended case study and analysis of a company who managed to communicate change very successfully. Based on this success, the authors demonstrate several important points for international companies who wish to communicate change more effectively, giving practical hints and examples for how this can be done.

Keywords: change, management, communication, international

JEL Classification: Z00, M00

Suggested Citation

Güttler, Alexander and Sievert, Holger, 'We Manage Your Damage': A Practical Case for Internal Communication as a Management Tool (2009). INSTITUTIONALISING PR AND CORPORATE COMMUNICATION, PROCEEDINGS OF THE EUPRERA 2008 MILAN CONGRESS, VOLUME 2, E. Invernizzi, T. Muzi Falconi, S. Romenti, eds., pp. 983-994, Milan, 2009. Available at SSRN: https://ssrn.com/abstract=1626189

Alexander Güttler

affiliation not provided to SSRN ( email )

Holger Sievert (Contact Author)

Macromedia University ( email )

Head of Media School
Bruederstr. 17
Cologne, 50667
Germany

HOME PAGE: http://www.hochschule-macromedia.de/pr

Technische Universitaet Munchen (TUM)

Arcisstr. 21
Munich, 88045
Germany

HOME PAGE: http://www.communicate-program.de

University of Cambridge

Churchill College
Storey's Way
Cambridge, CB3 0DS
United Kingdom

HOME PAGE: http://www.cam.ac.uk

Institute for Public Relations

PO Box 118400
2096 Weimer Hall
Gainesville, FL 32611.8400
United States

HOME PAGE: http://www.instituteforpr.org/

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