Institut für Kommunikationswissenschaft

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Browsing Institut für Kommunikationswissenschaft by Subject "Change communication"

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    Am Puls des Wandels - Veränderungskommunikation messen und steuern : Entwicklung und Anwendung eines Controllingansatzes für Veränderungskommunikation.
    (2014) Heyder, Daniela; Schweiger, Wolfgang
    The objective of the dissertation lies in the development and empirical application of a controlling approach particularly for change communication. For the success of a company continuous change is essential. As fast as the environment changed through e.g. increasing competition, shift in values or innovative technologies, the strategies, structures and processes in enterprises have to change as well as the employees, their mindset and behaviors, in order to secure continuance and growth. For the success of organizational change a special form of internal corporate communication is of central importance – change communication. It can create attention, knowledge and acceptance for the change with the employees concerned by the change and activates a mindset and behavior modification. The journalistically coined role of internal communication changes itself from the passive observer and correspondent of enterprise developments to the master clock and active designer of change processes. An interdisciplinary connection of internal corporate communication with organizational development approaches and implementation instruments of change management is demanded in times of change. So there are characteristics of the goals, strategies, contents, roles and instruments of change communication, which distinguish change communication as a special form of internal corporate communication. In continuous corporate change and with the essential meaning of communication for successful changes the need grew to measure and to steer the performance and impact of change communication systematically with success-critical indicators. This need is encouraged by the increasing attention of the communication science and management for the evaluation of corporate communication. International communication scientists and managers deal with the pressure to justify for their efficiency, effectiveness and budgets as well as with questions for planning and optimizing the success of Public Relations, market and employee communication. As an answer communication experts and controllers together with scientists developed the communication controlling. Contrary to Public relations, marketing communication or internal communication there is so far no scientific or practical approach for controlling change communication, that integrates the characteristics of change communication as a special form of internal communication conceptually or methodically. The development and empirical application of a controlling approach for change communication makes a contribution to lock the shown research gap and to the current discussion in communication controlling. First the characteristics and specific objectives of change communication are illustrated on the basis of a literature analysis. The dissertation regards the phenomenon of organizational change and the special role of communication during change processes. Their goals and tasks, strategies, contents, roles and instruments supply success-critical and steering-related factors of change communication and thus first elements for a controlling system. As a further basis for the specific measurement approach of change communication selected existing controlling approaches of corporate communication as well as change management are outlined and reviewed regarding transferable elements on a change communication controlling system. Beside a controlling tool for internal communication as well as an approach of marketing communication, the PR evaluation plays a major role in this reflection. Additionally evaluation concepts and measurement instruments of the change management deliver valuable implications. Based on this reflection the work defines measuring constructs, indicators and inquiry methods for the controlling of change communication. They are structured in a theoretical framework and an action-oriented measurement system. With the developed controlling system change communication can be evaluated and steered accompanying. The progress of the change is made visible and a rolling wave planning for a continuous optimization of the change process is made possible. The practical applicability of the innovative controlling approach for change communication is tested empirically at a case study. According to the specific goals, strategies, contents, target audiences and instruments of the corporate change initiative „CustomerFirst“ the developed controlling system is modified and applied on two measurement times. From the results of the measurement concrete recommendations for action are derived for steering the change initiative CustomerFirst. The steering mechanisms prove an optimizing effect on the change progress. The development and empirical application of the controlling approach for change communication in the context of a case study make a contribution to the current discussion in communication and change controlling, which look for best practice examples to enhance the discipline.