Changing Organizational Communication Practices and Norms: A Framework

Abstract

Efforts to get workers to change significantly their communication practices often fail. This failure occurs because external consultants, who are often academics, and internal organizational development specialists see changing communication practices as merely introducing new skills rather than altering the way workers habitually think and talk about communication. In this article, the author uses organizational theory and details from his research and consulting experience to explain why changing communication practices is difficult. He proposes a theory-based framework to help the professional and managerial communication disciplines better understand the steps necessary to change communication practice and norms in large, complex organizations.