MELCRUM RESEARCH PROVIDES NEW DIRECTION IN DELIVERING SUCCESSFUL CHANTGE COMMUNICATION

(Chicago, IL) Melcrum, a global research and training company with expertise in internal communication, announced the launch of its latest research report, Delivering successful change communication. As the most up-to-date and comprehensive report available on change communication, the report features best practices and advice from leading organizations such as Intel, Avaya, Mayo Clinic, Shell, Ford Motor Credit and many more who have successfully navigated major change programs.

Divided into 4 easy to navigate chapters, the report focuses on:

1. The psychology of change
— Understanding the organizational impact of change
— A guide to approaching change communication planning
— Ways to identify cultural barriers and engage employees in the change process
— The impact of change on different generations
— Tips on communicating change from Angela Sinickas
— Case studies on coordinating global change communication at Intel and using storytelling to engage employees at Parcelforce Worldwide

2.The role of internal communication
— Planning the approach and choosing the right tactics
— Sample stakeholder analysis matrix
— A 7-step communication planning process
— Andy Szpekman's 5 steps to successful change management
— Case studies that include changing employee attitudes and behaviors at Shell and managing communication resources during transitions at Sun Microsystems, Intel, Ford Motor Credit and Avaya

3.Supporting key stakeholder groups
— The crucial role of CEOs and the importance of convincing them to invest in good change communication
— Assisting managers to drive engagement
— Working with other departments to handle change effectively
— Mercer HR Consulting's guide to becoming a change leader
— Case studies that include balancing leadership and communication at Shell, training managers to support employees during times of change at Mayo Clinic and communicating change while protecting confidentiality at Ericsson

4.Successful change in action
— Successfully implementing new technology and systems changes
— Communicating during continuous change
— 10 steps to communicating an outsourcing initiative
— Empowering employees to create a great place to work

Communication professionals and those are charged with the responsibility of leading change initiatives are urged to utilize this ground-breaking research for best practices. For those who are ready to take the first step toward becoming an expert in planning and implementing successful change programs, contact Melcrum directly at 312.379.6500 or visit online at www.melcrum.com