Most people will tell you communications are an essential component of change management. In fact, many of us are familiar with the myth that change is synonymous with communications. At Agencia Change, we don’t believe that change is the same as communications; but we do absolutely recognise it’s importance as a major part of the overall change management plan.
Communications is a discipline, a skill and profession in itself, but many change programs still combine the function of change and communication together, so it can be handy to keep focussing and improving the key area of cross-over: change communications.
Crafting successful change communications
Change communications come after the impact analysis. If you haven’t yet done that, you are not in a position to be able to craft change communications.
You can still communicate, but you will need to be focussing on awareness needs and messaging rather than detailed and specific messaging about what is changing, for whom and by when.
After you’ve completed an impact analysis, you should have some solid information on the specifics of the change. Try, where possible, to question assumptions and eliminate generalisations from your communications. This will make your message much clearer, and enhance cut-through.
The goal of change communications
Sharing what is changing
Your message should share what is changing, defining the overall nature of the change and what specifically your organisation is doing in the change program. Include information about the transition from current state to future state, and what will be expected of employees during the transition period.
Conveying the impact
Employees need to know how the organisation and specific areas will be affected by the change, as well as any benefits or negative impacts that may result.
Preparing for the change
Provide reassurance that no-one is alone in moving to the future state. Give a clear picture of the training and support that will be in place to help make the transition, such as a help desk or online resources.
Having understood the intended outcome of change communications, crafting a successful message is much easier. If we stick to the key purpose of sharing what’s changing, conveying the impact and preparing for the change, our messaging becomes focussed and highly valuable to its audience.
Crafting the change communication message
What the change will mean personally?
In successful change communications, we need to communicate from the perspective of the impacted employee. The most successful messages are personalised and include:
How will this change affect me?
What will I be doing differently as a result?
What do I get out of it, or, what’s in it for me?
If your communications explain how changes affect jobs, including the impact on day to day duties, reporting lines and any changes in compensation, you’re on the right track. Your choice of communication channel should reflect the need for a personalised change message. This may not be down to individual level, but it should only group together like audiences impacted in the same way as each other.
For example, telling the Accounting Division, the Sales Division and the Service Division about specific impacts to all three departments would be lengthy, time-consuming to read and may leave all three audiences feeling more confused than ever. Instead, personalise the messages and provide separate and targeted communications for each Division so they understand their impacts clearly.
Why the change is happening?
It seems elementary, but it is so often overlooked: we need to explain why the change is important and necessary for the success of the business, as well as highlighting the specific benefits of the change.
In order to be supportive, employees first need to understand the business reasons and how the change aligns to organisational vision, strategy and goals.
It’s also very powerful to share what would happen if the business did not make the changes you’re informing them about. There are usually consequences of inaction, some very serious. When presented with the alternative, the benefits of the change start to seem far more palatable by comparison.
Be honest and clear
We all want to hear messaging that is sincere, truthful and accurate; and never more so than when it potentially affects our livelihood or the satisfaction we’ll feel at work.
Successful change communications should be clear about the good and the bad. It should provide honest answers about what you know, and what you don’t yet know. Admitting you don’t know something in the world of change implementation is neither bad nor will it be rare! It’s only natural that not yet everything is known about how the future state will embed.
Next time you’re asked to “write up a comms” consider whether you’re communicating specifically about changes, or more generally to drive higher-level awareness. Change communications are specific and relevant to the audience, they’re honest and respectful of people’s time and information needs. Gain more cut-through in your next change communications.
Agencia Change is the world’s first online change and communications agency. For more information about our services, have a look at: https://www.agenciachange.com/explore
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