Communication During Change
"We can all agree that effective communication is critical to change management efforts... A communications plan that is not part of a bigger change management approach usually won't produce positive results toward managing the people-side of change. Instead, such plans result in a telling plan rather than a communications plan." (Tim Creasy, Chief Innovation Officer, Prosci)
During change, communication that supports project success depends on the following factors:
- It is an integrated part of the project’s master plan
- It is built from the perspective of the audience - the individuals impacted by the change, not the person delivering the message
- It answers questions such as "Why is the change happening?" "What's in it for me (WIIFM)?" "What's the risk of not changing?" and "What are the organizational benefits?"
Communication recipients need to hear a message 5-7 times before they internalize it. And employees want to here organizational messages from leadership, while they want to hear specifics from their direct supervisors.
In the months ahead, we will be offering a broadened menu of training related to people-centered change management, where you can lean into this type of learning - and more. Keep an eye out for updates coming soon!
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