Change is inevitable, and often necessary to stay ahead of the competition. But effective organizational change management requires more than just a plan – it needs clear communications that resonate with all stakeholders. That’s why developing an effective communications plan for large-scale organizational change management is key. The right communications plan ensures everyone impacted understands the changes taking place, how they will benefit, and how to get involved. In this article, we’ll explore the often-forgotten factors you need to consider when creating a communications plan for large-scale organizational change management initiatives.
Start With WIIFM
First, clarify the “what’s in it for me” for all stakeholders. You may be aware of the need for change and how it will help your company. At the same time, each impacted group must understand how the shift will affect their lives. Effective communication with stakeholders is key when it comes to demonstrating the rationale behind a change, as well as outlining what its effects will be. Change management communication provides this essential information in an organized and clear way at just the right time. What’s in it for me? This is the rallying cry of each individual, team, and department. It’s important to think about this aspect of the message before delivering it.
Regrettably, many Organizational Change Managers forget to prioritize their audience’s information needs when communicating changes. Instead of drawing from the knowledge that is most essential for those affected by the change, they only focus on what they believe should be communicated. Here is a framework to help you avoid this mistake.
Begin with an explanation of why the shift is occurring: succinctly and clearly state what is changing and why it’s necessary, making sure to include how this change will improve those impacted. This creates a sense of receptiveness rather than resistance. Then, explain how the modification affects audiences. Provide a timeline as to when they can expect it. Finally, emphasize that help is available if needed – outline ways people can access assistance if required.
The Messenger Matters
Select credible leaders and influential voices to deliver the message. One person cannot execute the communications plan alone. It takes a team of influencers who can speak with authority on your behalf. The team may include internal subject matter experts, industry thought leaders, staff, or external consultants.
One reliable tactic is to develop a Change Champion Network. Change Champions (or Implementation Champions) are team members who volunteer or are selected to help advocate the transformation at all levels of the organization. It’s important these folks believe in the upcoming change (or changes), understand it, and effectively communicate it to their network. Individuals selected for the Change Champion Network do not need to be managers or titled leaders in the organization. In fact, it may be better if they have no positional authority. You want the support of people who are perceived as just like the impacted groups. Think of it as internal influencer marketing for your change initiative.
Leverage Multiple Communication Methods
As an organizational change manager, you already know the importance of communicating effectively with stakeholders. You understand that providing clear and timely updates is critical to ensuring the successful implementation of any large-scale change. However, when it comes to communication methods, many change managers mistakenly rely on their preferred form of communication. It’s important to remember that different people absorb information differently and therefore need a variety of communication tactics. Let’s explore some common communication formats used by skilled change managers.
Email Has A Place In The Communications Plan
Email communications are an effective way to update stakeholders on important changes quickly and easily. Emails can provide concise summaries of the change initiative, as well as links to more detailed information that participants can access at their own convenience. It’s also easy for recipients to forward emails along to others in the organization who may need more information about the change.
It’s often not practical – nor is it always effective – to communicate solely through email chains and PowerPoint presentations. At times you need to appeal directly to an audience. Use this as an opportunity to share compelling data, address concerns, and reassure people throughout the process.
Video Conferencing
Video conferencing provides an efficient way for change managers to communicate with stakeholders located in multiple locations. The remote nature of video conferencing also allows participants from different parts of the world to join together without incurring excessive travel costs. Video conferencing enables viewers to feel more connected with one another while still allowing them the freedom and flexibility they need to stay productive during the meeting.
Face-to-Face Meetings
Nothing can replace the power of face-to-face meetings when it comes to communicating important messages about organizational changes. In addition to being able to receive direct feedback from participants, face-to-face meetings allow for a more human element in the conversation. This makes it easier for participants to ask questions, provide input, or share their opinions without feeling intimidated or overwhelmed.
Interactive Webinars
Webinars and online courses offer an effective way for change managers to reach a larger audience than they would be able to through traditional methods such as face-to-face meetings or phone conferences. Webinars and courses are also highly interactive, allowing viewers to engage in discussions with speakers as well as ask questions throughout the presentation. Additionally, webinars and courses often include visual aids such as polls and surveys which can help collect valuable data about participants’ perceptions regarding organizational changes before, during, and after implementation occurs. Video conferences have become an increasingly popular way for organizations to communicate with their teams remotely. These interactive sessions give everyone involved an opportunity to interact with each other while providing visual cues that enhance understanding and acceptance amongst all parties involved in the conversation. Video conferences also allow change managers to quickly disseminate important information across multiple channels simultaneously which makes them especially useful when dealing with large-scale organizational transitions.
process. When implementing large-scale changes, it is important to leverage a diverse array of communication methods, including face-to-face meetings, video conferencing calls, webinars, and online courses, to maximize engagement from all stakeholders. Doing so helps ensure that everyone involved can make informed decisions regarding the changes occurring within the company or organization.
These seemingly minor steps are essential for the successful execution of major organizational transformations.
Create A Feedback Loop
The best communication plans include two-way communication, rather than one-way or top-down. Feedback loops in communication plans help change managers monitor how the organization is responding to the initiative. It’s important to implement a communications plan that engages stakeholders in an open dialogue.
The communications process is never truly complete until you receive tangible feedback from your stakeholders. Actively solicit feedback. This could be as simple as setting up an anonymous survey or having a designated person or team to field questions and comments.
Keep Going Until AFTER It’s Done
Finally, continue communicating in a timely and relevant manner until the change is completely adopted. Until it’s just the new normal. Even if you do everything correctly and enough times, things won’t always go as planned. Communication helps sustain and manage changes by keeping people informed on its progress. People need to know that the change is still relevant, ongoing, and necessary for them to persist with their efforts.
Final Considerations For Your Communications Plan
Good communication is key to successful organizational change management. When communications are effective at every level of the organization, it helps ensure that everyone understands the need for and impact of changes. Clear communications can also help organizations avoid change fatigue, as people will be able to understand why a transformation is necessary and what its benefits are. Good communications plans should include explanations about why changes are being made, how they affect stakeholders when they will take place, and who to contact for assistance if needed.
Finally, two-way communications should be encouraged to create a feedback loop that allows those leading the transformation to monitor how their efforts are received by others in the organization. By communicating effectively at all stages of an organizational shift, organizations can minimize resistance while maximizing success with their initiatives.