Every organization must change over time – to adapt to fluctuations in the marketplace, to capitalize on new ideas and technologies, to make improvements, and to adjust to internal and external circumstances.
The success of organizational change lies in the reactions of people. So communicating the change, the goals and benefits of that change, and the roles employees are expected to play in that change becomes critical.
This is why internal communication is the key to success during times of change, and why internal communications managers play the most important roles.
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