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Course Description

The ability to effectively communicate about change in an organization is essential for success. Change is inevitable and people will be affected by it to varying degrees — even by positive change — so it’s important to be able to communicate clearly. In this course, you will explore the different ways change can impact people, how communication can alleviate negative reactions, and how to work with resistance to change. You will be introduced to formal communication plans, identifying the kinds of change that require documented plans and establishing the appropriate internal and external audiences that must be considered. You will then define the communication objectives for each audience, identifying their needs and discovering that each audience is distinct and may need different information at different times. Lastly, you will examine message strategy and timing, determining the content of the message, the forms of media that should be used for delivery, when to communicate with each audience, who the messenger will be, and the types of reactions to expect so that negative reactions can be effectively addressed and positive reactions can be encouraged.

Faculty Author

Amy Newman

Benefits to the Learner

  • Determine when change requires a formal communication plan
  • Analyze internal and external audiences affected by anticipated changes 
  • Define communication objectives for each of the audiences affected by change
  • Determine message strategy and timing for an organizational change
  • Create a communication plan for an organizational change

Target Audience

  • Public Relations Professionals
  • Communications Professionals
  • Marketers
  • Executives
  • Mid-Level Managers
  • HR Leaders

Accrediting Associations

Applies Towards the Following Certificates

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Dyson School of Applied Economics and Management
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