How to communicate change
One of the biggest pitfalls in any change process
To use George Bernard Shaw’s words:
The single biggest problem in communication is the illusion that it has taken place.
In practice, it turns out that too often there is only one-off, incomplete or contradictory communication about change. This is change tip #1 in the Change Handbook.
Provide a lot and clear communication about the change
Every change starts with a reason. There is a need or a burning desire to change something in the way an organisation works. From there ambitions are formulated, plans are made and the change initiatives start.
Often a change team is formed. A group of leaders and experts that are in the very heart of the change. If you are in the middle of this, this will soon become reality for you. You know better than anyone what will happen, when and why.
But if you are part of a team and work with the customer every day, or you work on the administration or any other part of the company, then that need or desire is not always clear. Chances are you have other priorities, things on your mind, issues to solve etc.
You will hear the story once or twice, but that does not mean that it is immediately clear to you what exactly it means to you or what it asks of you.
That’s why communication is such an important part of managing change.
Because you rarely hear that there is too much communication, but often that too little is being said.
Most important elements in your message.
In my experience the head, heart and hands check is a good way to get the message right
Head: which facts must be known within the organization? About the business, about the strategic direction, about the market conditions
Heart: “what’s in it for me?” The answer to this question in your communication creates a personal connection
Hands: what exactly is everyone expected to do? You want everyone to be clear about their role/task in the change
What does that mean for your change communication?
- Create that communication plan at the start of your change project
- Identity the different stakeholders in your project and tailor your message(s) for them
- Be open and honest in your communication. Nothing worse than make things look better than they actually are (plus it will diminish your credibility)
- Use different channels to communicate. Town halls, team updates, stand-ups, company socials. There are plenty options here
- Adjust the message in your communication according to the progress of your change. Perhaps you have quick wins to share or delays they need to know about
- And check if your message gets across (and if not, start again with the second bullet)
The message and the form of communication can change as you progress in the change process. As long as you keep checking your communication on the above, you can be sure that the fire will continue to burn and you will allow everyone to get started with the change in their own way and moment.
Good luck!
About the autor: my name is Lodewijk Gimberg, I am a change fanatic, leadership coach and entrepreneur. I love to write about business change and personal growth. This publication is an adaptation of a blog that appeared earlier. The original (Dutch) version of this post can be found here
