Leadership and Change Management are influential for organizations. The changes within a company allow it to be in a different position to face the competition and leaders participate in the process. The change here presented involves the communication structure of the railway company Eurostar and how the board of directors, specially the company’s CEO, took part in this process.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Environment
- Pest analysis
- Changes need to be done
- Swot analysis
- Leadership
- Theories
- Changes obstacles
- Conclusion
- References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report analyzes the communication challenges faced by Eurostar following a major service disruption in December 2009. The report examines the need for communication change within the company, particularly in the wake of the incident. It analyzes the company's external environment through a PEST analysis and explores the role of leadership in managing communication during a crisis. Additionally, it addresses the obstacles to communication change within Eurostar and explores the implications of the company's communication strategy in the context of social media.
- Communication change in a crisis
- Leadership and communication management
- External environment analysis
- Obstacles to communication change
- Social media strategy and communication
Zusammenfassung der Kapitel (Chapter Summaries)
The report begins by introducing the critical communication challenges faced by Eurostar in the aftermath of a significant service disruption. It highlights the importance of effective communication during a crisis and underscores the need for organizational change. The second chapter delves into Eurostar's external environment, analyzing political, economic, social, and technological factors that influence the company's operations and communication strategy. The third chapter explores the changes that need to be made in Eurostar's communication structure, emphasizing the need for proactive and timely communication with stakeholders. The report concludes with a discussion of the obstacles to communication change and the significance of social media in shaping Eurostar's communication strategy.
Schlüsselwörter (Keywords)
This report focuses on the key concepts of communication change, leadership, crisis communication, PEST analysis, social media strategy, and stakeholder engagement. It explores the challenges and opportunities presented by the need for communication change within Eurostar in the wake of a major service disruption.
Frequently Asked Questions
What triggered the need for communication change at Eurostar?
The need for change was primarily driven by a major service disruption in December 2009, which exposed weaknesses in the company's crisis communication strategy.
What is the role of the CEO in Eurostar's change process?
The CEO and the board of directors were central to restructuring the communication framework to improve responsiveness and stakeholder engagement during crises.
What tools were used to analyze Eurostar's environment?
The report utilizes PEST analysis (Political, Economic, Social, Technological) and SWOT analysis to evaluate external influences and internal capabilities.
How did social media impact Eurostar's communication strategy?
The report explores how social media has become a critical tool for proactive communication and managing public perception in the modern transportation industry.
What are the main obstacles to communication change in organizations?
Obstacles often include rigid hierarchical structures, resistance to transparency, and technological limitations in delivering real-time information to passengers.
- Quote paper
- Bettina Carollo (Author), 2010, Communication Change in Eurostar, Munich, GRIN Verlag, https://www.grin.com/document/191735
