MEDIA INFLUENCE ON CHANGE MANAGEMENT PRACTICES

Abstract

This research investigated the impact of media on organizational change management practices, focusing on the role of effective communication in driving successful change implementation. A quantitative research approach using a descriptive survey method was utilized, gathering data from 150 participants through a structured questionnaire based on a five-point Likert scale. Data analysis involved descriptive statistics such as frequencies, percentages, means, and standard deviations, alongside inferential statistics to assess the link between media influence and change management practices. Results indicated that media significantly support successful organizational change by fostering communication, boosting employee engagement, mitigating resistance to change, and building trust between management and staff. The study emphasized the importance of timely information dissemination through traditional and digital media in enhancing employees' comprehension and acceptance of organizational change efforts. Conversely, inadequate media communication was associated with misunderstandings and resistance during the change process. The study underscored the vital role of effective media communication in successful change management practices, suggesting that organizations should invest in modern communication technologies, develop comprehensive communication strategies, and prioritize transparent and timely information sharing to enhance employee involvement and ensure the successful execution of organizational change initiatives. This research contributes valuable insights to the field of organizational communication and offers practical guidance for managers, policymakers, and prospective researchers.