Organizational Campaigning

This conference paper will explore the difference between communicating changes and changing communication. Based on a case study in which a manager applies two quite different approaches to organizational communication in order to change the organization he is leading. The first and failing approach will in be named: organizational campaigning and means (e.g. Kotter, 2012, p. 9 and Clegg, Kornberger & Pitsis, 2009) that the manager takes control with communication and communication cannels in order to ensure successful organizational changes. Since the changes were not succeeding the approach is replaced with a new approach which will be named organizing communication. During the case analysis we will see that this change in approach not only change the managers perception of communication but also his perception of the organization he is leading.