Strategies For Managing Change - Your Communication Strategy -

A Communication Strategy that is good is right at the core of any successful change management procedure. The more change there will be then the greater the need - and notably regarding the reasons, the benefits, the plans and projected ramifications of the change. It is important that an effective communication strategy actioned when you possibly can and is defined and then correctly maintained for the period.

There are two aspects to your change management communication strategy: firstly the balance between information content and emotional resonance; and secondly the phase of the initiative, in other words before and during.

The structural and content facet of your communications

You may gain significantly in the area of a programme-based approach to directing and handling your change initiative, as your communication strategy will likely be based around the following:

- Stakeholder map and evaluation [everyone who is going to be affected by the change and your evaluations of those impacts and their reactions ]

- Blueprint [ the clear definition and statement of the altered organization]

- Vision statement and pre-programme planning procedure [ the follow up pre-planning process as well as the high-level vision to unpack the vision and analyse the impacts ]

- Programme strategy [the steps which are taken to produce the changes and get the benefits - a schedule of projects and projects and initiatives ]

The crucial FACTUAL questions that your communication strategy should address

- What are the objectives?

- What are the essential messages?

- Who are you attempting to reach?

- What advice will likely be conveyed?

- When will information be disseminated, and what are the timings that were applicable?

- How much information will be provided, and to what level of detail?

- What mechanisms will probably be utilized to disseminate information?

- What is going to be achieved as a consequence of feedback? to disseminate advice?

- Who are you looking be encouraged?

What advice an outcome of feedback?

- what exactly are Internal communications audit the goals?

- How much information will be supplied, messages?

- What mechanisms will be employed

The vital PSYCHOLOGICAL questions that your communication strategy have to address

Kotter exemplifies this the anecdote of Martin Luther King who didn't stand up in front of the Lincoln Memorial and say: "I've a fantastic strategy" and exemplify it with 10 great reasons why it turned out to be a good strategy.

William Bridges focuses around aspect of the change and the mental and psychological impact - and introduces these 3 simple questions:

to the drivers which make it necessary

(1) What is changing? Bridges offers the following guidance - the change leader's communicating statement must:- Certainly express the change leader's understanding and goal

- "Sell the problem before you attempt to sell the option."

- Be under 60 seconds

(2) What will really be different as a result of the change? Bridges says: "I go into organizations where a change initiative is well underway, and that i inquire what is going to differ when the change is done-and no one can answer the question... a change may seem very important and very real to the leader, but to the people that have to make it work it looks rather abstract and obscure until genuine differences that it will make begin to eventually become clear... the drive to get those differences clear should be a significant precedence on the coordinators' list of things to do."

(3) who is going to lose what? Bridges maintains the situational changes are not as problematic for companies to make as the psychological transitions of the people impacted by the change. Transition direction is all about seeing the situation through another guy's eyes. This is a perspective based on empathy. It is direction and communicating process that recognises and affirms people's realities and works with them to bring them through the transition.

5 guiding principles of a change management communication strategy that is good



So, in outline the 5 directing principles of a good change management communication strategy are as follows:

- Clarity of message - to ensure actual two way communication

- Resonance of message - to ensure relevance and acknowledgement

- Accurate targeting - the psychological tone and delivery

- Timing program - to get to the right individuals with all the proper message

- Feedback process - to reach timely targeting of messages

Failure reasons in change management are many and changed. But one thing is clear. Any organisational initiative that creates change - or has a substantial change element to it - has a 70% probability of not realizing what was originally envisaged.

The root cause is lack of clarity and a deficiency of communication. This is exactly what a Programme Direction based approach to change is all about and why it so significant.

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