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DPR3705 Assignment 2 (COMPLETE ANSWERS) Semester 2 2024 - DUE 27 September 2024
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DPR3705 Assignment 2(COMPLETE ANSWERS)
Semester 2 2024 - DUE 27
September 2024
100% GUARANTEED
, DPR3705 Assignment 2 (COMPLETE ANSWERS)
Semester 2 2024 - DUE 27 September 2024
Activity 1 3.1 Define the concept of Strategic change. (2)
Strategic change refers to the process by which an organization makes significant shifts in its business
strategy or operations to adapt to external or internal factors, such as market conditions, competition,
technology, or organizational growth. This change typically involves altering the organization's long-term
goals, structure, processes, or culture to improve performance or maintain competitiveness.
3.2 Describe seven barriers to the implementation of a
corporate communication strategy as envisaged by Ehlers
and Lazenby. (14)
Ehlers and Lazenby identify several barriers to the successful implementation of a corporate
communication strategy. Below are seven key barriers, each described briefly:
1. Lack of Top Management Support
If top management does not fully endorse or prioritize the communication strategy, it can
lead to weak execution. Employees might not take the strategy seriously without clear
leadership commitment.
2. Inadequate Resources
Insufficient allocation of financial, human, and technological resources can hinder the
development and implementation of an effective communication strategy. Without proper
resources, the strategy may fail to reach its intended audience.
3. Organizational Culture
A culture that resists change or open communication can be a significant barrier. In such
environments, employees might be reluctant to embrace new communication initiatives,
making it difficult to implement the strategy effectively.
4. Poor Communication Skills
If employees, particularly those in key positions, lack the necessary communication
skills, they may not be able to convey messages effectively, leading to misunderstandings
and reduced impact of the strategy.
5. Fragmented Communication Channels
When communication is spread across too many disconnected or inefficient channels, it
can become disorganized. This fragmentation can lead to inconsistent messaging and
confusion among employees and external stakeholders.
6. Resistance to Change
Employees or departments may resist changes introduced by a new communication
strategy, especially if they perceive it as a threat to their usual working habits or roles.
This resistance can slow down or sabotage implementation.
7. Lack of Clear Objectives
A communication strategy without clear, measurable objectives will likely fail.
Ambiguity about what the strategy aims to achieve can lead to confusion and a lack of
direction in implementation efforts.
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