A tale of two corporations: Managing uncertainty during organizational change
基于对跨国公司管理层和公关人员的15次结构化访谈，研究了组织变革中沟通策略如何通过管理不确定性来影响成败，并对比了两个成功与失败的案例。
Ineffective strategies of communicating about organizational change (e.g., corporate restructuring, mergers, downsizing) are earmarked by the presence of pervasive rumors that flourish in a climate of uncertainty. Using 15 structured field interviews with management and public relations personnel from multinational corporations, this article posits that successful programs of change communication hinge upon the proper management of uncertainty associated with change. Two detailed case studies are highlighted as opposing illustrations of change communication tactics that succeeded and failed. Effective change communication campaigns tend to reveal rather than conceal, reduce uncertainty through collective planning, and proactively establish and maintain trust.