Let’s talk about change

Let’s be honest talking about change is something organisations don’t generally do very well! We’ve all been on the receiving end of poor change communication and if you work in comms you’ve had that frustration of trying to influence leaders to be more open about change.

70% of change initiatives fail to deliver their intended outcomes. We are working in a time of unprecedented change, when leadership visibility, clear communication and connection are required more than ever. I’ve pulled together a few tips to help get your thinking focused.

As communications professionals we play a key role in supporting businesses and leaders through change. It’s one of the areas of my work that I enjoy the most, but it is also the most challenging.

So how can we help organisations deliver successful programmes of change?

1. Understand the why before writing your narrative. 

Ask lots of questions to make sure you really understand the reason for change and what the change is. Then work with your leaders to make sure they are aligned and agreed on the why before writing your narrative.

This narrative sits at the heart of all communication, it will be the framework to ensure consistency, repetition of messages, and familiarity in the way change is talked about. The word is a little overused now (in my humble opinion) and it can give a sense of ‘the story’ which has connotations of being made up.

However, consistency is what you are aiming for. It takes someone to hear a message at least 7 times for it to land. If there is inconsistency in this it creates mistrust. The purpose of aligning leaders on key messaging is to build a shared understanding and trust with employees wherever they are based and whoever they are hearing the message from. It demonstrates alignment and agreement from the top.

If you don’t own the story people will make it up, and trying to correct mis-information is much harder than getting your ducks in a row at the start.

2. Create one central source of truth and make sure it is easily accessible 

This is a hosting area for all the information relating to the change so that people can quickly and easily find it at their leisure. Two clicks is all it should take, information should be regularly reviewed, refreshed and checked for accuracy.

3. Brief regularly

Even when there is nothing new to say, tell people, because silence fuels anxiety, and depending on your culture and levels of trust silence may be construed as things being done behind closed doors. You will be judged against the success of your last programme of change – it’s important to do your homework and understand how other programmes of change have been delivered – what worked well and what do you need to avoid.

4. Be open and honest

Let your managers and team leaders know it’s OK to be honest if they don’t know the answer to a question. But make sure managers know how to raise this with the programme team or leaders to get an answer – again you don’t want voids of information. Managers are vital in change – they are trusted by their teams so its important at the outset that you build these relationships and you check in regularly with them.

5. Use your influencers 

Every organisation has them. These are the people that everyone listens to, who have an opinion on everything that is happening. Tap into these people, build rapport and bring them on the journey. They will be able to help you get the message out. Influencers are trusted by their peers and if they have the right information can be an asset in your communication.

Change can be tricky – it’s complex, it’s emotive but in summary;

Tip 1: Understand the why, own the story and lock down the narrative, consistency is key here and builds trust and understanding.

Tip 2: Create a central source of truth, make sure it’s always up to date

Tip 3: Brief regularly – if there is no new information say so.

Tip 4: Be open and honest and let managers know it’s OK to say you don’t gave all the answers and if you don’t know don’t make it up.

Tip 5: Use your influencer to help get your message out.