Activity 1 3.1 Define the concept of Strategic change. (2) 3.2 Describe seven barriers to
the implementation of a corporate communication strategy as envisaged by Ehlers and
Lazenby. (14) 3.3 Explain four types of forces which lead to strategic change in the
organisation. (4) Sub-total: 20 Ac...
3.1 Define the Concept of Strategic Change
Strategic Change refers to the fundamental shifts in an organization’s direction, scope,
resources, or processes aimed at enhancing its long-term competitiveness and
performance. This encompasses any transformation in the strategic orientation, often in
response to internal pressures (such as changes in leadership or structure) or external
dynamics (such as market trends, technological advancements, or regulatory changes).
The goal of strategic change is to align the organization’s strategies with its mission and
vision, ensuring adaptability and resilience in a constantly evolving environment.
3.2 Describe Seven Barriers to the Implementation of a Corporate Communication
Strategy as Envisaged by Ehlers and Lazenby
Ehlers and Lazenby identify several barriers to effectively implementing a corporate
communication strategy. Here are seven significant barriers:
1. Lack of Leadership Support: When top management does not actively endorse
and participate in the communication strategy, it undermines its importance and
authority, leading to employee skepticism and disengagement.
2. Cultural Resistance: Organizational culture can act as a barrier if it is not aligned
with the communication strategy. A culture resistant to change often challenges new
initiatives, making adaptation difficult.
3. Poorly Defined Objectives: Without clear, measurable goals and objectives, a
communication strategy can become unfocused and ineffective. This results in
confusion among employees regarding the strategy's purpose.
4. Inadequate Resources: Insufficient financial, human, or temporal resources can
impede the effective execution of corporate communication strategies. An
organization may not have the necessary tools or personnel to implement the
strategy fully.
5. Ineffective Communication Channels: If the existing channels of communication
are inadequate or unsuitable, messages may not reach the intended audience
effectively, leading to misunderstandings or misinformation.
6. Staff Turnover: High turnover rates can disrupt the continuity of communication
efforts and lead to a loss of institutional knowledge, making the implementation of
strategies inconsistent or ineffective.
7. Neglecting Stakeholder Engagement: Failing to recognize and engage key
stakeholders (such as employees, customers, and partners) can diminish the
effectiveness of the communication strategy, as these groups are critical in
supporting and disseminating the communications.
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