Group Names
Communication of the change
Change communication is the heart of all change projects, yet many organizations forget the concept. Communication of change helps in bringing clarity to the different stakeholders of the organization (Wray & Fellenz, 2011). To ensure that the ongoing change at McDonald is successful, the company communicates the change both internally and externally. All the staff members and the rest of internal stakeholders of McDonald have been made aware of the ongoing change within their organization. The internal stakeholders are not only aware of the ongoing change in their organization but are also greatly involved in the change process, especially the staff members. This is because they are the ones who are directly implementing the proposed changes. Also, to ensure that the communication of change is successful internally, McDonald has created an internal communication team that helps in communicating the change within the organization. By communicating the change internally, McDonald’s internal communication team ensures that the internal stakeholders of McDonald feel positive about the change as well as lessening the impact of their resistance (Deng, 2009).
The external stakeholders (customers) also have a significant impact on the success of change. Customers are the ones who determine whether the change will be successful or not (Wray & Fellenz, 2011). Therefore, McDonald has also created an external communication strategy that ensures that the ongoing change is effectively communicated to their customers. The company has come up with different communication tools, for instance, advertising campaigns that run on different media platforms such as the company’s official website, its social networks, and mainstream media. Besides the advertising campaigns, McDonald also communicates its ongoing change to its customers through the use of public relations. In this case, the company notifies its customers of the ongoing change through newsletters, news reports and press conferences (Deng, 2009).
Bibliography
Deng, T. (2009). McDonald’s New Communication Strategy on Changing Attitudes and Lifestyle. IJMS, 1(1).
Wray, T., & Fellenz, M. (2011). Communicating Change - Changing Communication? Towards a Model of Communication in Planned Organizational Change. SSRN Business Journal.
