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Change management
Change management
Top-level PR advice could be crucial if you are going through a process of change management. Progressive organisations seeking to implement change can meet resistance from many different quarters. No matter how well the changes are planned and no matter how cogent the argument in favour of them, there is always the possibility that the announcement of your intentions will result in someone trying to whip up opposition to thwart the plans.
Often the criticisms are not about any objective assessment of the rights or wrongs of the case, but instead, they are about protecting some single interest. Planning to prevent this requires the experienced and empathetic approach of a professional PR adviser. Crucial statements may have to be drafted and agreed long in advance of being issued, requiring a strict bond of confidentiality between PR adviser and client. Examples might include:
- Restructuring – Such as mergers and acquisitions; closure of a site; opening of a new one; relocation; increasing or decreasing property holdings; reorganisation; significant reduction or increase in the number of people employed; introduction of new processes or methods of working; or introduction of new terms and conditions of employment.
- Operational development – This could involve potentially controversial increases or decreases in activity such as: the erection or demolition of buildings, and its effects on the environment; increasing vehicle movements, and issues of noise and road safety; planned withdrawal of supply to certain customers, or withdrawal of a popular but underperforming product or service.
With change management issues, the success or otherwise of colleague communications is crucial because it can have much wider implications for the organisation. Messages may be structured differently for internal and external audiences but in principle need to be consistent with each other and equally supportive of the organisation’s overall objectives.
In discussions with employee representatives, such as trades unions, it might be necessary to agree communications strategies so that private talks can progress without the risk of either party breaching confidences, either unintentionally or deliberately. Merely implementing a process to avoid these pitfalls can be extremely beneficial in the conduct of sensitive discussions.
For issues affecting the community, such as property development or an expansion of working, a well-thought-out, sensitive communications plan can win immediate support and avoid potentially costly formal objections to your plans. A PR expert will understand the formal planning and consultation processes and should know how to generate goodwill towards projects that on the face of it could easily stir up hostility if not carefully managed.
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