Why is change communication one of the most difficult initiatives a communicator can face today?

Could it be because organizational changes are complex – needing to take into considering each stakeholder group and individual employee? Or the fact that for change to be successful, senior leaders and managers need to ensure that employees both understand the change and support it?

The new report by Melcrum on Delivering successful change communication shows you how to manage transition successfully. It highlights the challenges you’ll face when planning your change program and presents you with best-practice advice on how to overcome them.

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Order with our special discount and you'll take away:

• Top tips on supporting leaders through change and examples of strategies that have successfully engaged employees in other organizations
• Negotiation advice when dealing with other departments and attorneys/lawyers in restricted situations
• Exclusive case studies so you can go beyond the theory and get an exclusive behind-the-scenes look at change in practice
• Expert analysis from Watson Wyatt, Naratte, Hill & Knowlton, ROI Communication, Atos, The Mind Gym, Edelman, The Company Agency, Mercer, Angela Sinickas, Linda Dulye and Bill Quirke
• Proven strategies for planning, developing and implementing an engaging change communication program
  

You'll also receive exclusive case studies on how toolkits are being used successfully at:

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This comprehensive report takes you through four stages of designing and implementing a change program:

1. The Psychology of Change:

Understanding how change affects people psychologically, how organizational change impacts business performance, and how it can most effectively be managed is key to planning and implementing a successful program. We explore some of the leading thinking on change and how organizations are applying it:

• What are the biggest issues and challenges for organizations at present?
• The organizational impact including:
  
• Issues affecting trust at work
• HM Revenue and Customs: communication underpins long-term, organizationwide change
• Expert advice with;
• Angela Sinickas: common difficulties that occur during change programs
• Sally Harris: the impact of change on young and older organizations
• Key thinking on change including:
  
• An academic guide when approaching communication planning in change scenarios
• Intel Corporation: Coordinating global change communication
• Expert advice with:
• Colin Carnall: how to successfully change an organization
• Kathryn Yates: three essential components for successful change
• Turning theory into practice including expert advice with:
• Tony Quinlan: how to use storytelling to succeed in change
• David Ferrabee: communicating effectively with employees
• Jean Gomes: engaging employees in change
• IABC: tips for communicating change
• Angela Sinickas: how to handle change communication effectively
  
• Robert Schaffer: how to change an organization
  

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2. Where can internal communicators add value in change scenarios?

Research suggests most internal communication roles now include at least an element of change, but do you know exactly what you should be doing? Find out how you can maximize your communication impact with:

• Effective change planning:
• Using the impact of change to shape communication
• Sun Microsystems: how strategic communication supports leadership transition
• Choosing tactics with:
• Visa Europe: tactics during behavior-change program to encourage performance
• The Mind Gym: tapping into what drives and motivates employees
• Shell: tactics during rebranding
• Expert advice with;
• Linda Dulye: how do you engage employees in change?
• Gary Grates: internal communications role for strategic change management
• Jean Gomes: effective means of communicating change to employees
• Managing resources with;
• Sun Microsystems: establishing a sustainable communication infrastructure
• Intel Corporation: reprioritizing communication to focus on change
• Ford Motor Credit: deploying additional resources during change
• Avaya: extending resources by harnessing key populations
• Ericsson: aligning the communication function with the management structure

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3. Supporting key stakeholder groups

Successful change needs leaders who can communicate effectively by role modeling new behaviors, storytelling and understanding how to support their team through transition. But how can you best support them?

• The role of the CEO:
• The Company Agency: successful change communication starts at the top
• Shell: Supporting the CEO and senior leaders
• Expert advice with;
• Gary Grates: Engagement with change starts at the top
• Supporting leaders
• HM Revenue & Customs: building engagement through face-to-face interaction
• Mayo Clinic: training managers to support employees during change
• Expert advice with;
• Bill Quirke: the impact of communication on the change process
• Sally Harris: supporting leadership through periods of change
• Jean Gomes: leadership engagement scorecard

• Working with other functions
• Working with legal teams
• Ericsson: communicating change while protecting confidentiality
• Expert advice with:
• Sally Harris: working with other departments to handle change effectively
• Edelman: standing up to attorneys in restricted situations

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4. Successful change in action

• Royal & SunAlliance: empowering employees to create a great place to work
• Scottish Enterprise: pushing through a major change program
• Avaya: communicating an intensive and ongoing acquisition strategy
• Ford Motor Credit: reinforcing the vision and sustaining engagement
• Scottish & Newcastle: communicating a one-company approach in the face of constant change
• Roger D’Aprix: working with continuous change

Also, get the tools you need to:

• Overcome common challenges related to culture change, restructuring, mergers or acquisitions
• Manage insecurity and boost employee motivation
• Help stakeholders and employees to see change as an opportunity rather than a threat
• Convince leaders of the importance of their communication during a change initiative

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Examples of resources you'll receive when you order this report: