COMMUNICATION IN CHANGE MANAGEMENT IN AN ORGANIZATION

Abstract

Modern society is characterized by a high dynamics of numerous changes. Whether it is internal or external changes, organizations must understand the process of change and be ready not only to react in a timely manner, but sometimes even to anticipate them. Changes that occur within the organization itself are most often associated with a change in leadership, innovation, technology, or business strategy, while changes in the organizational environment are directly related to market changes, changes in legal and economic relations, and changes in laws and regulations. Successful implementation of change requires the knowledge of leaders to properly manage change and create a sense of security for their employees. It is essential for organizations to recognize the need for various types of change and even more important to be proactive or take quick steps to manage them effectively and properly. Communication is among the most discussed options that determine the attitude towards organizational change. Effective communication can help and facilitate organizational change.
Changes have become an integral part of business, and the ability to effectively manage change is key for employees to accept change and more easily overcome the transition from the old to the new state. Changes can be defined as a process of adaptation or new situations or conditions. Sources of change can be internal and are related to the need and decision for the development of the company and external, caused by economic reasons (e.g. changes in the market situation, competition and technological changes), social (various organized groups in society influence the behavior of producers. e.g. protection of the human environment) and political changes related to fiscal and monetary policy, laws and regulations, etc. The company cannot control external sources of change.