Communicating change

Creating a Better Change Management Communication Plan

An effective change communication strategy clarifies expectations and provides context. Consistent, transparent communication keeps employees engaged with the change, which is necessary to see it through successfully. 

Change communication is a delicate balance between what you say and how you say it. 

What Story Will You Tell?

It’s easy to talk about change as if it’s a one-and-done event. Think about demanding leaders who simply tell everyone what to do. While this strategy is direct and easy, it’s also often ineffective and harms morale.

Instead, think about your communication strategy as a way to tell a story about the change. The way you discuss change should show each listener how their actions contribute to the intended results.

Tailor to Your Audience

An effective way to make a change story more engaging is by segmenting your audience. While you have an overarching narrative about the change, you’ll also have different ways of telling this story to different groups of people.

This will require knowledge of your audience segments. You must be aware of each audience’s culture and structure. What’s relevant or resonant for one audience may not be for another.

An effective change communication strategy delivers timely and relevant information. This will look different for each change, organization, and audience segment. As you develop your communication strategy, consider: What are the best ways to deliver your story of change to different audiences?

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