Five steps for developing a change communication strategy

The need to be the driving force behind change communication in your organization probably keeps the issue close to the top of your agenda.

With that in mind, we've put together an exciting webinar, the "Change Communication Survival Package" to answer all your pressing change-related concerns.

One of the presenters, Andy Szpekman, president of AHS Communications, features in Melcrum's recently published report "Essential toolkits for communicating change".

Szpekman describes his approach as a data drive process made up of five steps that "offer companies the best chance of altering employees' perceptions and beliefs."

You'll find more insight into this five-step model below.

Step One: Contracting – determine objectives and deliverables

1. Identify what needs to be accomplished.
2. Determine whom you wish to reach.
3. Decide what your target audience should know, feel and do.
   

Tip: Understand clearly what the change is before you begin communicating. Only then can you find the most appropriate way of explaining the change to employees. Many companies instinctively begin at Step Four – creating, testing and developing the communication – in their hurry to transmit the message. You need to help others clarify their goals and then stay focused on how communication can help achieve those goals.

Step Two: Researching – determine audience mindset

1. Define what your target audience currently believes about issues relating to the change.
2. Identify the values and perceptions driving these beliefs.
3. Outline likely challenges to your message.
   

Tip: Line managers can be a powerful source as well as focus groups. Their knowledge of employees enables them to provide considerable input into how their employees are thinking and feeling. It is important to determine your audience's mindset and the perceptions and values that drive their beliefs. These insights help you gauge how employees might react to a change.

Step Three: Messaging – create key messages

1. Craft persuasive messages that reinforce positive beliefs, counter negative beliefs and enhance people's understanding.
2. Express each message in terms of a theme, a summary statement and supporting evidence, such as facts and statistics.

Step Four: Developing – create, test and develop communications

1. Plan communication approach and tactics.
2. Create prototype communications.
3. Test prototypes with target audience.
4. Revise communications as necessary.
5. Obtain approvals and finalize deliverable.
6. Communicate the change.
   

Tip: Face-to-face communication works best for changing people's opinions, because it gives employees the chance to ask questions and clarify anything they are unsure about.

Step Five: Assessing – gauge and present results

1. Measure the impact of the change, reactions and opportunities to enhance perceptions.
2. Present the results to those leading the change effort.
3. Supplement communication as necessary.

More practical guides, templates and techniques for communicating during transition can be found in "Essential toolkits for communicating change".

Until next time,

P.S. The Change Communication Survival Package webinar is taking place on May 28th. Register your place today!

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