Craft successful change communications
- Kerrie Smit
- Jan 23, 2024
- 3 min read
Updated: Sep 3
When it comes to change management, most people will tell you communications are essential. Many even mistake communications for the entire change process itself. While we at Agencia Change know they’re not the same, we absolutely recognise the importance of communications as a major part of the overall change plan.
Communications is a discipline and profession in its own right, but many projects combine the two functions. This makes it crucial to keep focusing on and improving the key area of overlap: change communications.
Crafting Successful Change Communications
The Three Goals of Change Communications
Before you can craft a successful message, you need to complete an impact analysis. Without this, you're not ready to communicate specifics. Instead, you'll have to focus on broad awareness messaging rather than detailed information about who is changing and when.
After the impact analysis, you'll have solid, specific information. Question your assumptions and eliminate generalisations from your communications. This will make your message much clearer and more effective.
The primary goals of your change communications should be to:
Share what's changing: Clearly define the overall nature of the change and what your organisation is doing. Explain the transition from the current state to the future state and what will be expected of employees during this time.
Convey the impact: Employees need to know how the change will affect the organisation and their specific areas. Be clear about both the benefits and any negative impacts that may result.
Prepare them for the change: Reassure people that they won't be navigating this transition alone. Provide a clear picture of the training and support that will be in place, such as help desks or online resources.
By focusing on these three purposes—sharing what's changing, conveying the impact, and preparing for the change—crafting change communications will become more successful, being more targeted and valuable to the audience.
The Key Ingredients of Your Message
Successful change communications are personalised and speak directly to the impacted employee's perspective. Your message should answer these critical questions:
"What's in it for me?": Your communications should explain how the change will personally affect employees, including the impact on their day-to-day duties, reporting lines, and any changes to compensation.
"Why is this happening?": It may seem elementary, but it's often overlooked: you need to explain why the change is important for the success of the business. Highlight the specific benefits and how the change aligns with the organisation's vision and goals.
It's also powerful to share what would happen if the business did not make the changes you're informing them about. When presented with the alternative, the benefits of the change can seem far more palatable by comparison.
Be honest and clear
People want to hear messages that are sincere, truthful, and accurate—especially when their livelihood or work satisfaction is on the line.
Successful change communications are transparent about the good and the bad. Provide honest answers about what you know and what you don't. Admitting you don't know something is not a sign of weakness; it's a sign of a natural and honest process. Not every detail about the future state will be known from the start.
So, next time you're asked to "write up a comms," consider your purpose. Are you providing specific information about changes, or are you just trying to build high-level awareness? Change communications should be specific, relevant to the audience, and respectful of people's time and information needs. When you get this right, you'll achieve much greater cut-through.
Agencia Change is the world’s first online change and communications agency. For more information about our services: https://www.agenciachange.com/explore or book a call with our experienced consultants.
Comments