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TIPS FOR COMMUNICATING CHANGE
Initial material (open letter, speaking notes) should address the following points:
Explain why the change is necessary and what will happen if there is no change.
Include the external/competitive reasons for the change—how does it fit into the overall business strategy and the organization’s priorities?
Describe the future state from the perspective of the target audience—what is changing for each group, what role does technology play, any changes in decision-making process, etc.
Identify what is not changing at this time.
Explain the process, including what will be done to help each affected audience through the process.
Outline timing and when they will get more details.
Updates during the change (regular meetings, written updates) should:
Repeat the messages over and over again. (Research shows that most people have to hear something five times before they really understand it.)
Create ways to ask questions, provide feedback and express resistance.
Provide information and answers in a variety of ways, using a variety of media.
Identify and acknowledge the obstacles to change.
Note: Change management studies indicate that once a week is the minimum frequency for ongoing communication updates during a major change.
As you approach the end state:
Acknowledge the distance people have come.
Remind them why they had to change.
Identify any future changes.
Thank them for their efforts and the result.
Hold periodic celebrations.
Excerpted from Complete Guide to Integrated Change Communication: Best Practices for Major Announcements, available from the IABC Knowledge Centre.
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