When a Company Changes its Culture, Communicators Play a Critical Role

Changing an organization’s culture is a daunting task. It requires comprehensive planning, both internal and external research and outreach and integration with all departments.“The topic of ‘culture’ is a big animal,” says Leila Siman, director, employee engagement communication at ITT Corp. “First you must recognize that a culture already exists, what the culture is and if you are satisfied with it. If not, what will you do about it?

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