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PRN 4106 WEEK 12, MODULE NINE CHANGE COMMUNICATION * Why is change viewed with such suspicion by employees of an organization? * What role can public relations play in easing the process of change in an organizations? * Cite two case studies. By GREG SMITH Student 3022179 Tutor: Renae Desai "Through good communication, you can help people accept, even sometimes, welcome change." (Morgan, 1972). Introduction In today's rapidly-changing world, change is a common factor in all organizations. Unfortunately, change is also a common cause of fear among people affected by change. Whether you are a production worker or a sales representative, lack of knowledge about an organisation's plans for the future can cause tremendous angst. Fortunately, there is a solution to lessen the fear of change. Change communication is a specialist area of PR practice which should be integrated into any organisation's business plan. It can be used in a variety of "crunch" situations, including corporate downsizing, corporate takeovers, new workplace...

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