Management Changes at GB Financial Corporation - Assignment Example

Persuasive Message Assignment Name: Course: Tutor: Part A: Persuasive Email James Butler, VP and Director of Data Management Group, GB Financial Corporation, Sydney. February 24, 2000. To: All Staff in Information Services Department. Dear Staff, Re: Changes at GB Financial Corporation I am pleased to introduce myself in my capacity as the new VP and Director of Data Management Group at GB Financial Corporation. As you are all aware, the fundamental role of the Data Management Group has been to manage the distribution, storage, capture and flow of data throughout the company. I recognize this objective and wish to see the Group delivering more than it is expected to do. For the period I have been in the company, I have attended several meetings and evaluated various projects currently in progress. I have noted with concern that there is need to carry out major changes in the company’s technical capacity in order to make it more competitive. In view of this, I would like us to focus on incorporating new technical architecture into the company in the next few weeks. I have noted that the company had invested heavily in Lotus Notes as a software package for application in email and Internet access. Although Lotus Notes has been offering reliable services to the company, I would like to request that we embrace a shift from the software to Microsoft Exchange. Microsoft Exchange software is very effective at this time when organizations need versatile and cost-effective tools of communication. The reason for preferring Microsoft Exchange is that I have used it prior to joining this organization and therefore understand its benefits. With Microsoft Exchange, we as an organization shall be in a position to accomplish new magnitudes of reliability as well as performance by deriving features that abridge administration, help in protecting communications, and make clients delighted by meeting their needs and thus achieve greater business success. If you want to read more about the benefits of adopting Microsoft Exchange over Lotus Notes, please access the website http://www.microsoft.com/exchange/2010/en/us/notes.aspx. I want to request you to consider this matter and submit your ideas and suggestions, which are very vital for the company’s success. I know that the move to Microsoft Exchange will present some problems, particularly in our ability to use the software. However, there is no need to panic as the change (if you agree with it), will be done in phases and will be accompanied by appropriate training in order to retain all our colleagues. Another important change that I would like us to initiate at GB Financial Corporation is electronic commerce with our clients. E-commerce is not only cost effective but also enables organizations to capture a wider market and hence become more competitive. Under this, I would like us to bring new ideas on which option will be more appropriate. We can choose to adopt an internal internet application in collaboration with external consultants or purchase a third party tool that would enable us to distribute our information to clients via the Internet. With our clients in mind, I would like us to think of strategies that will not only enable us to reach the clients fast but also ensure that we target a wider customer base. I would like us to take GB Financial Corporation to greater height and the success of this lies in implementing strategies that give us a competitive advantage over our rivals in the market. Therefore, I am requesting for concerted effort from every staff of the company. We may have good ideas but in case we do not put them into practice then we many not achieve our target. Thanks for your support in our endeavours. Yours faithfully, James Butler. Cc. Mike Campbell, Senior VP, Information Services. Part B: Analysis of the Persuasive Message Overview Persuasive messages within organizations are meant to influence staff to endorse the implementation of particular strategies. Thus, the messages should reflect importance of the particular new strategy to be implemented vis-à-vis the existing strategies. The organization of the persuasive message also influences the manner in which the message is received by the staff of an organization and ultimately the impact of the message on the staff (Ferguson, 1999, p.168). Ferguson (1999) also notes that in order for a persuasive message to be effective, it has to posses various characteristics namely (1) able to attract attention, (2) addressing the needs of an organization, (3) able to achieve satisfaction on the part of the various groups involved, (4) having a vision for the groups in focus and (5) warranting a course of action (p. 168). Thus, in order to engage in a meaningful persuasion the source (message sender) must capture the attention of the audience, convince the audience that a problem or need exists and needs a solution, suggest a variety of solutions that can be used to meet the demands of the problem, help the audience to envisage the future with or without the solutions, and delineate specific steps to be used in dealing with the existing problems (Ferguson, 1999, p. 168). The points above highlight the importance that leaders in organizations should attach to the messages they pass to their colleagues or juniors. Along this line, Barrett (2005) notes that even though internal messages that are meant to be delivered to employees are entirely a responsibility of the leadership in place, the leadership also needs to pay attention to the main components of any form of good communication strategies in their effort to ensure that their internal communication augments and assists the objective of accomplishing the organization strategy (p. 270). This means that although the persuasive message is meant to convince the staff, this does not necessarily mean that the leadership has to impose its ideas on other members of staff in an organization. In essence, the message has to leave room for dialogue or principally, feedback from the recipients on what they feel about the issue being addressed. If this point is not adhered to, the real meaning of the message carried in internal communication will be distorted and the leadership will not achieve its objective of success. Persuasion and power If the points addressed above are observed when sending persuasive messages, the essence of leadership portrays itself as the process of influence involving a leader (Witte & Davis, 1996, p. 93). Effective persuasion is a depiction of a leader’s ability to convince the audience, which is the members of staff. Witte and Davis (1996) define influence as the outcome of a leader’s a power over the subjects. Nevertheless, the power achieved through persuasion is highly acceptable and effective because it targets opinion rather than imposition (recipients of the persuasive message consent to the request and do not submit to what is required through coercion) (Witte & Davis, 1996, p. 93). The GB Financial Corporation case With reference to the message written by James Butler to the staff of GB Financial Corporation, the message was meant to introduce notable changes within the organization without affecting the company staff adversely. The message was written with consideration for the point noted by Fox and Amichai-Hamburger (2001) that managers who intend to persuade their employees to support a given organizational change policy must place their primary emphasis on the cognitive factors of persuasion, chiefly by applying rational arguments (p.84). The key aspects of persuasive messages revolve around five concepts: the core message, the manner in which the message or messages are packaged, the attributes of the change leaders, how the change leaders interact with their target audience and the conditions under which the interaction takes place (Fox & Amichai-Hamburger (2001, p. 84). Means of persuasion: pathos and ethos Pathos refers the way in which the persuader appeals to the subjects’ emotion and non-cognitive thinking while ethos refers to the persuader’s reputation or credibility (Granger 2007, p. 69). These particulars are highlighted next The message by James Butler to staff of GB Financial Corporation introduces change by first appreciating the systems that are already in existence. According to Fox and Amichai-Hamburger (2001), leaders can deal with change by reacting to the events surrounding any change- through either adapting to the new situation or applying new methods to exploit the change. Leaders can deal with change by anticipating it and making the proper adjustments to accommodate its effects (Fox & Amichai-Hamburger (2001, p. 85). The reason why Butler appreciates the systems existing at GB Financial Corporation is that they were there in the first place before he came. Thus by appreciating them, Butler recognizes the past efforts by staff of the company who brought it to the level where he found it. Nevertheless, he notes that even though the company had been surviving, it was behind schedule due to its failure to implement strategies and facilities that would have made it more competitive. Without an introduction that entails appreciation of what is in existence, the leader may fail to drive the message home since the staff would feel that their efforts in the past bore no fruit and therefore, they are no longer required by the organization. This is probably one of the main reasons why many change programs often fail because the changes come unexpectedly and at a time when staff are not ready to embrace them. It is for this reason that many authors have noted that one of the several factors that cause failure of change is the inability to inculcate the change in others in order to support the change and make the group commit itself to successful realization of the change (Fox & Amichai-Hamburger (2001, p. 85; Conger, 1999, p. 19). Butler’s appreciation of past performance at GB Financial Corporation is also aimed at loosening any kind of resistance that would be presented by the staff with reference to the new measures to be implemented. It is also meant to clear the fear of perceived losses to be incurred by the staff and the organization as new systems and measures are implemented. It is for this reason that persuasion can be considered to be a matter that involves compromise (Conger, 1998) in that even though Butler was not impressed by the state of affairs at GB Financial Corporation; outright condemnation of the status would not have added any impetus to successful change. Along this line, Conger (1998) notes that most successful persuaders tend to have a common trait- that they have open minds and are never dogmatic. Additionally, successful persuaders enter the process of persuasion ready to adjust their standpoints and take those introduced by others (Conger, 1998). This is clearly reflected in Butler’s message when he welcomes other members’ opinions about his idea to supplant Lotus Notes software with Microsoft Exchange for communication within the company (Conger, 1998). Thus, in essence, persuasion is not about imposing one’s ideas on others but involves charting a path that incorporates the ideas of various groups. Butler’s message provides an opportunity for other staff at GB Financial Corporation to bring their ideas together, which when evaluated and integrated would lead to great success. This point is supported by Awamleh & Gardner (1999) and Conger (1998) who note that when the targeted audience find an opportunity to respond to a given issue initiated by their leader, they do so positively. Additionally, they develop more confidence in the persuader and listen more assiduously. They eliminate the fear of being manipulated and visualise the persuader as a flexible character who is willing to listen to them and therefore become more willing to make sacrifices on their own (Awamleh & Gardner 1999, p. 350-351; Conger 1998). Therefore, the key attribute of good persuaders as seen in the email message and in the discussion is that good persuaders enter the process of persuasion having judicious compromises in mind. Conclusion From the discussion, it is evident that leaders need to be considerate of other staff whenever they implement new policies or strategies in a company. Thus, even though they may have very brilliant ideas, they do not necessarily have to impose them on the staff. They have to use persuasive messages that leave room for dialogue in order to instigate positive feedback from the staff. Most importantly, leaders must be judicious and willing to listen to suggestions from various staff about change. References Awamleh, R & Gardner, W 1999, Perceptions of leader charisma and effectiveness: The effects of vision content, delivery, and organizational performance, Leadership Quarterly, 10: 345 – 374. Barrett, D 2005, Leadership Communication, McGraw-Hill Professional, New York, p. 270-271. Conger, J A. The Necessary Art of Persuasion, The Harvard Business Review (Online), May–June 1998, Available from http://hbr.harvardbusiness.org/1998/05/the-necessary-art-of-persuasion/ar/1 (18 September 2009). Conger, J A1999, The necessary art of persuasion, Health Forum Journal, Jan/Feb: 17-24. Ferguson, S D1999, Communication planning: an integrated approach, SAGE, London, p.168-169. Granger, R H 2007, The 7 triggers to yes: The new science behind influencing people's decisions, McGraw Hill Professional, London, p.69. Microsoft Corporation, Comparing Lotus Domino/Notes and Exchange Server 2010, available from http://www.microsoft.com/exchange/2010/en/us/notes.aspx (18 September 2009). Shaul, F & Amichai-Hamburger, Y 2001, The power of emotional appeals in promoting organizational change, Academy of Management Executive, 15 (4): 84-95, available from http://www.gfoa.org/downloads/dunham4.pdf (18 September 2009). Witte, E H & Davis J H 1996, Understanding group behaviour: Small group processes and interpersonal relations, Lawrence Erlbaum Associates, New York, p.93-95. Read More