Navigating change: communicating effectively for success

In the first part of this series, I shared a simple exercise for successfully navigating change. In the second part, which I’m publishing a few weeks later than planned (life got in the way!), I focus on a key element of any transformation: communication.

Effective messaging during a period of change can make all the difference between a smooth transition and a rough journey. Here are some practical insights on how to craft the right message, avoid common pitfalls and utilise internal communications to guide your team through transformation.

Crafting the Message

When you're leading a change, the way you communicate matters as much as the change itself. A clear, concise message that everyone can understand is key. Here are some elements to consider:

Purpose

Explain why the change is happening. People are more likely to engage if they understand the reasons behind it. Be transparent about the purpose and ensure it ties back to the bigger picture of the organisation's mission or goals.

Benefits

Highlight what this change means for your team or organisation. What are the positive outcomes they can expect? A message that shows value is more likely to get buy-in from everyone involved.

Emotion

Acknowledge that change often stirs emotions. Recognise the challenges people might face and show empathy. This helps create a sense of psychological safety, making your team more receptive to change.

Avoiding Common Pitfalls

Communication during change isn’t always straightforward. Here are some common pitfalls to watch out for:

Information Overload

It's tempting to share everything at once, but too much information can overwhelm people. Instead, break your communication into manageable chunks and share updates at regular intervals.

Assuming Understanding

Just because a message has been sent doesn’t mean it has been received or understood. Encourage feedback, ask questions, and be open to clarifying key points more than once to avoid such situations.

Top-Down Approach

Communication should be two-way. If you only communicate from the top down, you risk missing valuable input or concerns from your team. Foster open dialogue and invite people to share their thoughts or concerns to create a more inclusive process.

Leveraging Internal Communications

Internal communications play a crucial role in supporting change. Develop a clear internal communications plan that outlines what needs to be communicated, when, and through which channels. Ensure regular check-ins to adjust messaging based on feedback. Have a dedicated internal communications team or point person responsible for maintaining clarity and consistency, and use pulse surveys or feedback loops to understand how well the messages are being received and where adjustments may be needed. Here are some considerations to bear in mind:

Channels and Consistency

Choose the right channels for your messages, whether it’s email, meetings, or an internal platform. Consistent messaging across all channels helps avoid confusion and ensures everyone hears the same story.

Champions and Ambassadors

Identify individuals who can act as change champions within different parts of the organisation. These ambassadors can help spread the message, reinforce key points, and answer questions at a more local level.

Storytelling

Use storytelling to create a sense of shared experience. Share examples of people or teams who have already embraced the change successfully. It helps others envision themselves as part of the journey.

Need help?

Communication is at the heart of any transformation, but it can be challenging to get it right. If you need planning or implementing change communications feel free to get in touch. Together, we can create a communication strategy that makes your change journey smoother and more successful.