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mandy.thatcher@melcrum.com
July 1st, 2008
Speaking at IABC's 2008 international conference last week, Roger D'Aprix, vice president of ROI Communication spoke about the "critical truths" behind change communication. "The driving force of organizational change is the marketplace" he said. "It is the only rationale for significant change."
In the Melcrum report on Delivering successful change communication, D'Aprix urges practitioners to explain this rationale by providing employees with a frame of reference.
Give employees a frame of referenceHe suggests that the critical issues employees need to understand during continuous change come from the marketplace:
- Who is our competition?
- What is the competition doing?
- What choices does the customer have in dealing with us as an organization?
- What are the customer’s needs and demands?
- What about our shareholders and the financial community – what are their needs and expectations?
- What technological forces are affecting our organization, our products and our services?
"It's a matter of educating employees about all those marketplace issues and then talking about how company strategy is responding to them," says D'Aprix.
"In so many organizations, the leadership takes action during change without explanation, which leaves employees feeling in the dark and powerless. These organizations don't realize that people will accept even bad news so long as it's honestly explained and given a clear frame of reference."
Four key actions for communicatorsThe four key actions for internal communicators in helping their organization deal with change, he continues, are:
- Educate your people about the organization’s marketplace realities.
- Explain that the leadership has created a strategy to deal with those realities.
- Inform people about progress against objectives in the strategy.
- Clarify – be totally candid and forthcoming.
Don't forget Roger D'Aprix will be a keynote speaker at Melcrum's Strategic
Communication Management Summit UK in October.
See you next time!
P.S. Find out more about the Strategic Communication Management Summits taking place in your region soon.
Employee satisfaction levels rise, despite job uncertainty
The Internal Comms Hub, June 26, 2008.
Feeling appreciated and supported is no longer necessary – a job is enough.
UK intranet forum makes telling predictions about future workforce
The Internal Comms Hub, June 26, 2008
Gen Y and Gen Z employees won't even know what "social media tools" are.
Creating a performance scorecard for communication teams
Melcrum's Communicators' Network, June 23, 2008
"I'm looking to develop a report card of sorts – a performance scorecard that can be used to evaluate our effectiveness in supporting projects and identify any gaps or areas for improvement."
The Source
for Communicators is a free resource for corporate communicators
from Melcrum Publishing.
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W6 0AX, UK
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Copyright Melcrum Publishing Limited 2008.