However, change is essential to your survival and the survival of your company. Every day we deal with change. The change that happens to us as individuals and the change that happens to the environment in which we work. Today we have competitor “x”, tomorrow it will be competitor “y”. Today we have a front page feature story and tomorrow we have a small mention on page 13.
For years print, radio and television were the main avenues for receiving information. Today we still have print, radio and television, but we’ve added the internet and hundreds of social media sites, such as Facebook, Twitter and YouTube.
How you handle change from a PR perspective should be determined on a case by case basis since most situations can vary. Be sure to consider the following:
- Does the change benefit the business or client goals?
- Will key messages change? If so, how will you communicate the changes to those involved?
- What strategies need to be developed to implement the change?
- Based on the strategies, are there new work practices and protocols that need to be implemented?
- Will employee responsibilities change? If so, what training will be required?
- Review the pros and cons of implementing vs. not implementing the change.