The role of internal communication in change management
DOI:
https://doi.org/10.26439/comunica360.2024.n2.7331Keywords:
planificación estratégica, change management, polycrisis, leadership, strategic planningAbstract
In the current context, companies face a polycrisis characterized by multiple simultaneous challenges that demand a high capacity for adaptation and rapid response. This study aims to assess the perception of the importance and effectiveness of internal communication in change management achievements, evaluating its impact on change management processes. For this purpose, an online survey was conducted with 129 executives from areas related to business management and communication. The results show that most companies have gone through multiple change processes, driven by the need to adapt to challenges such as the pandemic and the economic recession. However, although internal communication is recognized as important, its perceived effectiveness is lower. In this context, internal communication must evolve from an operational role to a strategic and articulating one. Thus, its importance lies in the preparation of leaders as agents of change, the strategic planning of communication and the creation of spaces for listening and feedback to improve the employee’s experience.
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References
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