Making change work

Corporate re-engineering efforts often fail because they do not involve a comprehensive communication strategy. Experience indicates that employees will form their own perceptions or, morely likely, misperceptions of the re-engineering effort if management does not provide direct, frequent and face-to-face communication with those affected by the change. Communication can best promote re-engineering programs if all the major stakeholders within the organization address four important issues. These are communicating the process for change, the need for change, the business case for change and the plan for change. It is imperative that these stakeholders understand what re-engineering is all about, why it must be implemented, how this will affect businss performance and how it will be accomplished.