Are your change communications effective enough for REAL change?

There are five non-negotiables when it comes to change communications. The more each of these areas are addressed, the more potential you create for the change to be engaging and be embedded. 

1) Be clear on your core messaging framework: Be planned and have a core messaging framework. It sometimes takes time to work through and massage messaging enough so that it resonates. Don't just reproduce broad, jargon based statements that are generic in nature. Test messaging where you can with those who are receiving it. Bring stories into relevant channels to bring concepts to life.

2) Ensure there are effective communication channels: Life is busy, social media and information overload has resulted in an even lesser attention span. Too many emails are sent, there aren't 'push' and 'pull' channels evident in organisations and leaders struggle to stay connected and be able to engage their teams. Research with the audience types to understand what channels they refer to for what. That way you are utilising the right channels with the right information. 

3) Make sure the communication is engaging and active: The reason there are campaigns that are often associated with major transformation is because it becomes all consuming, for a time anyway. However even if it is a small change, there needs to be clear, and action oriented communications. Every element is to include a 'call to action'. This makes the communication actionable, tangible and real. It is written in an active voice.  Story telling can take many forms, but most of all, it brings relevancy and relatability if done well. At the very least providing examples which reinforce the why can get buy in for the change. Many less than great communications focus on what, and not enough on the why! 

4) Don't just say it one way, say it many ways! Utilise multiple modes of communication. How frustrating it is when there is over reliance on email communication? Email saturation simply doesn't work. It can play a role, but cannot be the only way. Once again even if the change is small, just sending emails WILL NOT WORK. A mix of different modes is the most effective.  Digital channels, face to face, physical objects, written communications, jingles and even signature scents. So many opportunities - posters, post-it trails, briefings and showcases. They all combine to create momentum and engage. 

5) Communication has the required rhythm in pace with the change. There is a tempo created by change comms. It ramps up to a crescendo when approaching a go live and has a fast tempo until the change is embedded. Feedback post go live and reinforcement is just as important as the pre-go live excitement. When looking at the change comms plan the tempo should be visible like reading a sheet of music. 

So how strong are your change comms? Are these areas looking good? Remember the change comms approach will assist or hinder the change process at all levels. One final tip - get creative. I have been lucky enough to work with some fantastic change comms practitioners who have put some creative, engaging activities in the plan which made all the difference.