Crafting a change message to create transformational readiness

Explains how we used the change message components of discrepancy, appropriateness, efficacy, Principal support, and personal valence and the message conveying strategies of active participation, persuasive communication and management of information suggested by Armenakis and colleagues to help an organization create readiness for a major reorganization. We describe and evaluate our experiences from our initial coaching with the president, through initial management meetings to determine the new business unit's strategy and structure, to the initial company-wide announcement of the plans. We conclude with a set of observations and lessons and suggestions for future research on the use of the change message framework.