Strategies For Handling Change - Your Communication Strategy - Say What You Mean And Mean What You

A Communication Strategy that is good is in the heart of any successful change management process. The more change there is going to be then the greater the demand - and especially about the reasons, the benefits, the strategies and planned effects of the change. It's vital that the effective communication strategy is defined and actioned when you possibly can and then correctly maintained for the period of the change management programme.

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

The content and structural aspect of your communications

You are going to gain greatly from Internal communications audit the discipline of a programme-based approach to handling and leading your change initiative, as your communication strategy will likely be based around the following:

- Stakeholder map and investigation [everyone who will be affected by the change and your evaluations of their reactions and those impacts ]

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

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

- Programme strategy [the measures which are taken to make the changes and get the advantages - an agenda of projects and projects and initiatives ]

The vital FACTUAL questions that the communication strategy must address

and to what level of detail?

- What will be the crucial used to disseminate information?

- Who are you attempting be supported?

What information an outcome of feedback?

- what exactly are the goals?

- How much advice is going to be supplied, messages?

- What mechanisms will probably be employed

The crucial PSYCHOLOGICAL questions that the communication strategy should address

Kotter illustrates this the anecdote of Martin Luther King who didn't stand up before the Lincoln Memorial and say: "I have a fantastic strategy" and exemplify it with 10 good reasons why it was a great strategy.

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

to the motorists which make it necessary

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

- "Sell the situation before you try and offer the solution."

- Not use jargon

- Be under 60 seconds

(2) What will actually be distinct due to the change?

(3) Who's planning to lose what? Bridges maintains the situational changes are not as problematic for companies to make as individuals impacted by the change's emotional transitions. Transition direction is focused on seeing the situation through the eyes of the other guy. It is a view depending on empathy. It's management and communicating process and works with them to bring them through the transition.



5 guiding principles of an excellent change management communication strategy

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

- Clarity of message - to ensure two way communication that is genuine

- Resonance of message - to ensure relevance and recognition

- Accurate targeting - the mental tone and delivery

- Time schedule - to get to the right individuals with the right message

- Feedback procedure - to attain timely targeting of messages

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

The root cause of all this failure is too little communicating as well as lack of clarity. That is what a Programme Management based method of change is about and why it so significant.

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