Relationships and Participation: A Complexity Science Approach to Change Communication

Abstract

Formal and planned approaches to strategic management have forced managers to be structured when communicating organizational goals and strategic issues. Current public relations theory, in terms of management and change communication strategy, is very much in line with these general strategic management views of structured planning and top management decision-making. Fast changing environments and complex issues such as those arising from recent corporate scandals, technological changes, and climate changes demand a rethink of the way organizations transform and communicate. Recent examples of alternative strategic management approaches have developed out of a growing mass consciousness because of doubts and concerns about the success of traditional management paradigms. This article explains how communication management challenges can be addressed by coupling complex adaptive process thinking with recent research and some examples from industry. I suggest a new participative and relational approach to change communication strategy in line with high ethical and moral meaning creation. This approach can help an organization cope with change, ensures a positive reputation, builds internal loyalty, and aligns it as a responsible citizen in the larger societal structure.