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Activity 1
1.1. Define the concept of Strategic change.
Strategic change refers to the process of implementing significant shifts in an organization's
long-term direction, policies, or operations. These changes are aimed at ensuring the organization
remains competitive and responsive to external and internal challenges, such as market trends,
technological advancements, or organizational restructuring. Strategic change is deliberate and often
involves rethinking the company’s mission, vision, or key objectives.
1.2. Describe seven barriers to the implementation of a corporate communication strategy as
envisaged by Ehlers and Lazenby.
The successful implementation of a corporate communication strategy is critical for aligning an
organization’s goals with stakeholder expectations. However, various barriers can obstruct this
process, as highlighted by Ehlers and Lazenby. Below are seven common barriers, explained in essay
form.
Lack of Top Management Support
One of the primary barriers is the absence of strong backing from top management. Without senior
leadership actively supporting the communication strategy, it is difficult to secure the necessary
resources, and there may be resistance to the changes being proposed. Employees often take cues
from leadership, and if they perceive a lack of commitment from the top, they may not take the
strategy seriously.
Poor Communication Channels
Effective communication requires appropriate channels to disseminate information across all levels
of the organization. A breakdown in these channels, whether due to outdated technology, insufficient
training, or complex hierarchies, can hinder the timely delivery of important messages. This leads to
confusion, misinterpretation, or lack of awareness about the corporate communication strategy.
Resistance to Change
Organizations often face resistance to change, particularly when long-standing procedures and
cultures are deeply entrenched. Employees might feel threatened by new communication strategies,
fearing that these changes could alter their roles, responsibilities, or the overall work environment.
This resistance can manifest as passive non-compliance or active opposition.
Insufficient Resources
The allocation of resources such as budget, time, and personnel is crucial for implementing any
corporate strategy, including communication plans. Insufficient resources can lead to substandard
execution of the strategy, causing delays or failure in achieving the desired outcomes. Without
adequate support, even the most well-conceived strategy can falter.
