Change communication in the ASEAN International Mobility for Students (AIMS) Program integration: the case of two universities in Mindanao, Philippines

Communication plays a critical role in organizational changes. However, program planners hardly give communication similar analysis received by finance and operation. This study highlights the role of communication in the Association of Southeast Asian Nations (ASEAN) International Mobility for Students (AIMS) Program integration in selected higher education institutions (HEIs). Though key informant interviews and survey in a public and a private university ion Mindanao, the study analyzed the stakeholders, content, direction, style, channel, roles and feedback of the AIMS Program. Change communication facilitated the Program integration through stakeholders' inclusion and coordination. The HEIs employed heavily vertical communication of task-related content which were highly ambiguous. Moreover, the structured educational organizations preferred formal communications style. Through interpersonal channels (rich media) complemented by mediated (lean media) channels, change communication performed the functions of information, education, persuasion, coordination, and dialogue. The International Relations Officer served as a change 'champion' along with top management in this highly collaborative endeavor considered as an indicator of the ASEAN integration. However, the private HEI is moving ahead the public HEI toward stabilization stage. It prepared well for the Program Integration through the AIMS Review Meeting observation, policy meeting and workshop attendance, benchmarking, protocol development, solicitation of top management's expectations, and structural change. Covering only the first year of implementation the study shows the need for more communication to enhance stakeholders' understanding the quell rumors. Also, for a more effective Program Implementation, the HEIs need to actively solicit feedback stakeholders to highlight communication gaps that stifle communication effectiveness.