A great Communicating Strategy is right at the core of any successful change management process. The more change there is going to be then the greater the need - and particularly in regards to the reasons, the benefits, the plans and planned ramifications of the change. It is important that an effective communication strategy actioned as soon as you possibly can and is defined and then properly preserved for the length.
There are two aspects to your change management communication strategy: firstly the balance between information content and emotional resonance; and second the initiative's phase, in other words before and during.
The structural and content aspect of your communications
You may benefit greatly in the discipline of a programme-based approach to leading and managing your change initiative, as your communication strategy will probably be based across the following:
- Stakeholder map and investigation [everyone who is going to be impacted by the change as well as your assessments of their reactions and the impacts ]
- Blueprint [ statement and the clear definition of the altered organization]
- Vision statement and pre-programme planning process [ the high-level vision and also analyse the impacts and the follow up pre-planning process to unpack the vision ]
- Programme strategy [the steps that will be taken to create the changes and get the advantages - an agenda of projects and jobs and initiatives ]
The vital FACTUAL questions your communication strategy need to address
- what exactly are the aims?
- What are the key messages?
- Who are you attempting to reach?
- What advice will be communicated?
- When will information be disseminated, and what will be the timings that were applicable?
- How much information is going to be provided, and to what degree of detail?
- What mechanisms will undoubtedly be used to disseminate information?
- What will undoubtedly be done as an effect of feedback? to disseminate information?
- Who are you wanting be encouraged?
What advice an effect of feedback?
- what exactly are the aims?
- How much advice will be provided, messages?
- What mechanisms Communicating change will probably be *properly to reach?
- How will feedback will be communicated?
- What will undoubtedly be done as be disseminated, and what would be the applicable timings?
The key PSYCHOLOGICAL questions that the communication strategy should address
Kotter exemplifies this the anecdote of Martin Luther King who did not stand up facing the Lincoln Memorial and say: "I have a great strategy" and exemplify it with 10 great reasons why it was a great strategy.
William Bridges focuses around feature of the change and the psychological and mental impact - and introduces these 3 simple questions:
to the drivers making it essential
(1) What is altering? Bridges offers the following guidance - the change leader's communicating statement must:- Certainly express the change leader's understanding and intent
- "Sell the situation before you try to offer the option."
- Be under 60 seconds in duration
(2) what'll really be distinct as a result of the change? Bridges says: "I go into organizations where a change initiative is well underway, and that i inquire what's going to vary when the change is done-and no one can answer the question... a change might appear very important and incredibly real to the leader, but to the individuals who must make it work it looks rather intangible and obscure until actual differences that it will make begin to become clear... the drive to get those differences clear should be an important precedence on the planners' list of things to do."
(3) Who's likely to lose what? Bridges maintains the situational changes are as easy for businesses to make as the psychological transitions of individuals impacted by the change. Transition management is focused on seeing the specific situation through another guy's eyes. It truly is an outlook depending on empathy. It is communicating and management process and works together to bring them through the transition.
5 guiding principles of a change management communication strategy that is good
So, in summation the 5 guiding principles of a good change management communication strategy are as follows:
- Precise targeting - the message's psychological tone and delivery
- Time program - to get to the right individuals with all the right message
- Feedback process - to reach timely targeting of messages
Failure reasons in change management are many and changed. But one thing is clear.
The cause of all this failure is a lack of communication and dearth of clarity. This is what a Programme Direction based way of change is all about and why it so important.
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