A great Communicating Strategy is in the heart of any successful change management process. The more change there will be afterward the greater the need - and notably about the reasons, the benefits, the plans and projected effects of this change. It is necessary that an effective communication strategy actioned when you possibly can and is defined and then correctly preserved for the term.
There are 2 aspects to your change management communication strategy: firstly the balance between information content and mental resonance; and secondly the initiative's stage, in other words before the change and during.
The content and structural facet of your communications
You are going to gain significantly from the area of a programme-based approach to directing and handling your change initiative, as your communication strategy will be based around the following:
- Stakeholder map and evaluation [everyone who will be impacted by the change and your evaluations of their reactions as well as those impacts ]
- Blueprint [ the clear definition and statement of the organization that is changed ]
- Vision statement and pre-programme preparation procedure [ the high level vision as well as the follow up pre planning procedure to unpack the vision and analyse the impacts ]
- Programme plan [the Internal communications plan measures which are taken to produce the changes and get the advantages - a schedule of endeavors and jobs and initiatives ]
The key FACTUAL questions that your communication strategy should address
and to what degree of detail?
- What are the crucial used to disseminate information?
- Who are you trying be supported?
What advice an effect of feedback?
- what exactly are the goals?
- How much advice is going to be supplied, messages?
- What mechanisms will likely be employed
The vital EMOTIONAL questions your communication strategy should address
Kotter exemplifies this the anecdote of Martin Luther King who did not stand up before the Lincoln Memorial and say: "I've a great strategy" and exemplify it with 10 great reasons why it was a great strategy. He said those immortal words: "I have a dream," and then he continued to show the people what his dream was - he illustrated his image of the future and did so in ways that had high emotional impact.
William Bridges focuses around the psychological and mental impact and facet of the change - and poses these 3 simple questions:
(1) What is changing? Bridges offers the next guidance - the change leader's communicating statement must:- Certainly express aim and the change leader's understanding
- Link the change to the drivers that make it necessary
- "Sell the problem before you try and market the option."
- Not use jargon
(2) what'll actually be different because of the change? Bridges says: "I go into organizations where a change initiative is well underway, and that i inquire what will vary when the change is done-and no one can answer the question... a change may seem very significant and extremely real to the leader, but to the people that have to make it work it appears fairly abstract and vague until genuine differences it will make start to eventually become clear... the drive to get those differences clear should be an important priority in the coordinators' list of things you can do."
(3) who is likely to lose what? Bridges maintains the situational changes aren't as problematic for companies to make as the emotional transitions of individuals impacted by the change. Transition management is really all about seeing the specific situation through the eyes of another man. It's a view depending on empathy. It's communication and direction process that affirms and recognises people's realities and works with them to bring them through the transition. Failure to achieve this, on the section of change leaders, and a denial of the losses and "lettings go" that individuals are faced with, sows the seeds of mistrust.
5 guiding principles of a change management communication strategy that is good
So, in summation the 5 directing principles of a great change management communication strategy are as follows:
- Resonance of message - the message's emotional tone and delivery
- Exact targeting - to reach the right people with the appropriate message
- Timing schedule - to achieve timely targeting
- Feedback process - to ensure genuine two way communication
Failure reasons in change management are many and changed. But one thing is clear.
The cause is a lack of communicating and lack of clarity. This is exactly what a Programme Management based approach to change is all about and why it so important.
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