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Key Steps in a Successful Change Communication Strategy

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Key Steps in a Successful Change Communication Strategy

In this article, Gina Abudi explains how to create a communication strategy focussed on change. 

Every change initiative – even the smallest one – benefits from developing and implementing against a communication strategy to ensure continuous communication about what’s happening with employees.

Your communication strategy is focused on detailed how the organization will communicate about a change happening in the organization. It includes some key information, outlined below, to ensure that the right information is communicated at the right time to the right audience, supporting engagement in, and adoption of, change.

Key Components of a Communication Strategy

At a minimum, your communication strategy should include the following key information:

Goals & Objectives: This section clearly defines the goals and objectives of your communications on the change. You want to be sure to align the goals and objectives with the vision and goals of the change initiative.

Key Points of Contact for Communications: This section lists who the key personnel are who will lead and champion change. You would include here leader sponsors of change, change champions, the primary point of contact for all communication, and change team members who are developing/sending communications.

Target Audience: This section includes information on your target audience for communicating on the change. I prefer to divide between internal stakeholders and external stakeholders. Include information requirements of each of the stakeholders you identify.

Key Messages: In this section, highlight the key messages about change. This will include messages around the why of the change, the vision for the change, how those impacted can participate/engage in the change, and other key information necessary for employees to understand what is happening, why it is happening, and ultimately drive them toward adopting change.

 

Key points include:

  • Target audience
  • Champions of change
  • Key change messaging

 

Read the full article, Create a Strategy to Communicate on Change, on LinkedIn.