STRATEGIES AND TACTICS REGARDING CHANGE COMMUNICATION WITHIN ORGANISATIONS.REAL EXAMPLE REGARDING COMMUNICATION CHANGE IN AN ORGANISATION

Organizations are, on one hand, a social reality, and, on the other hand human relations centres. Organizational processes, such as, for example communication, decision taking and conflict management rely on how the people involved build meanings starting from their interactions and relying less on skill application techniques. Attempts to identify or develop a suitable formula and to be efficient for the successful changes often mislead, hence can not result but one thing which is the lack of an effective and efficient communication to be carried out within the organization. The present paper outlines the basic strategies of the entire change communication process within the organization, strategies which are the pattern that can be employed regardless of their field of activity and implicitly regardless of the changes that occur. The paper has two parts: the first part is a theoretical periplus as far as change communication within the organization is concerned, change classification, change components, the exemplification of the six vectors of change determined by Shell company’s group of researchers. The second part of the paper includes the practical side of the above mentioned. More exactly, based on a concrete example we shall show how managers are doing in case of change communication within the organization where they carry out their activity.