Communicating change

As we move to the tail end of the year, it’s often when change happens across organisations; teams are restructured, staff movements are announced and planning for the year ahead is determined.

As a communication professional who assists my clients in change management, here are some things I consider when assisting them in communicating big changes.

Be organised

I always find the earlier key stakeholders are briefed, the better the outcome. At this stage, I often ask many questions, especially who, what, where, why and how and key timelines.

From this, I collate responses to share with the stakeholder team to make sure nothing is left out. It’s often at this point that I find it’s a great opportunity to create an information sheet, if required, or FAQs if it is something significant.

In the organising stage, I find it important to also work out a communication schedule that includes who sends what and what channels are required to communicate this messaging.

Be clear

From the key changes, it’s important to highlight clearly what the change means for your audience (internal and external) I make sure the language used is clear and not technical. If required, I find tables with comparisons often help, having an information sheet or even a diagram can often assist.

When it comes to the language being used, I’m a big believer in writing to the audience and avoiding as much technical jargon as possible.

This often means there is different comms created from internal and external stakeholders.

When possible, provide timeframes

Change can be scary; how do you feel personally when something all of a sudden changes? It can be unnerving. That’s why sharing clear timelines as to when change is happening is important, as it can help people process the change easier.

Be human – don’t hide behind the brand

I find news is often better received when it is coming from a person, rather than a company. Having that personal touch humanises the change, but also allows the stakeholder to connect if they have additional questions or concerns.

Own it!

Take ownership of the message that needs to get out. It shows that your stakeholders are front of mind.