The success of any organizational change is heavily dependent on how well it is communicated within the company. According to a Towers Watson study, ineffective communication is a leading cause for the failure of change management initiatives, with a staggering 75% not meeting their intended objectives.
Given these high stakes, the importance of crafting a robust change management communication strategy cannot be overstated. This article aims to provide a comprehensive, step-by-step guide to developing such a strategy, ensuring that your organization can effectively navigate the complexities of change with clarity, cohesion, and a shared sense of purpose.
Before We Jump on Startegy: Some Important Stats
- 73% of change-affected employees report experiencing moderate to high stress levels, and those suffering from change-related stress perform 5% worse than the average employee.
- A transformation is 5.8 times more likely to be successful at organizations where CEOs communicate a compelling, high-level change story, and 6.3 times likelier when senior leaders share aligned messages about the change effort with the rest of the organization.
- 50% of change initiatives fail.
- Of the participants who had excellent change management programs in place, 88% met or exceeded objectives. Of those with good change management programs, 73% met or exceeded objectives, while 39% with fair change management programs met or exceeded objectives. Only 13%—or about 1 in 8—of those with poor change management programs met or exceeded objectives.
- A whopping 96% of companies are in some phase of organizational transformation, whether it’s an M&A, business model adjustment, strategy shift.
Importance of Communication in Change Management
Poor communication during change management can lead to a host of problems, including low employee morale, decreased productivity, and even project failure. On the other hand, effective communication can result in increased employee engagement, smoother transitions, and ultimately, better outcomes.
A Project Management Institute report states that 56% of project failures are attributed to poor communication. Therefore, crafting a robust communication strategy is not just an option; it’s a necessity.
Step 1: Assess the Current Situation
Evaluate the Existing Landscape
Before you can communicate change, you need to understand the current communication landscape within your organization. Are employees generally well-informed, or is there a communication gap? Use surveys, focus groups, and one-on-one interviews to gauge employee sentiment.
Understand Channels
Identify the existing communication channels—email, intranet, team meetings, etc.—and assess their effectiveness. This will help you decide which channels to use for communicating change.
Step 2: Define Objectives and Scope
Set Clear Objectives
What do you hope to achieve with your communication strategy? Whether it’s to ensure smooth role transitions or to get buy-in for a new company policy, having clear objectives will guide your communication efforts.
Define the Scope
Is the change organization-wide or limited to certain departments? Understanding the scope will help you tailor your communication strategy accordingly.
Step 3: Identify Stakeholders
Who are the Key Players?
From top-level management to frontline employees, identify who will be affected by the change. Each group may have different concerns and questions, so segment your audience for targeted communication.
Step 4: Choose Communication Channels
Types of Channels
Emails, town halls, intranet posts, and team meetings are all effective channels, but each has its own set of advantages and limitations. For instance, emails are great for detailed explanations, while town halls are better for open discussions.
Match Channels to Messages
Not all messages are suitable for all channels. For example, sensitive information may be better communicated in a closed-door meeting rather than a company-wide email.
Step 5: Develop Key Messages
Craft Clear Messages
Your messages should be clear, concise, and consistent. According to Forbes, inconsistent messaging can lead to confusion and decreased trust among employees.
Maintain Consistency
Whether it’s the tone, language, or the core message, consistency is key. Inconsistent messaging can lead to confusion and can undermine the change process.
Step 6: Create a Communication Plan
What to Include
Your communication plan should outline the what, when, who, and how. Specify timelines, allocate responsibilities, and set benchmarks for success.
Sample Template
Consider using a template to ensure that you don’t miss out on any critical elements. Templates can be found at resources like Smartsheet.
Step 7: Engage Leadership
Role of Leadership
Leaders play a crucial role in effective communication. Their buy-in and active participation can significantly impact the success of the change management process.
Get Buy-In
Conduct workshops or one-on-one sessions to get leaders on board with the communication strategy. Their endorsement can go a long way in encouraging employee engagement.
Step 8: Implement the Strategy
Roll Out the Plan
Once everything is in place, it’s time to roll out your communication plan. Monitor its effectiveness and be prepared to make real-time adjustments.
Monitor and Adjust
Use metrics and feedback to assess the impact of your communication efforts. Make necessary adjustments to ensure that your objectives are being met.
Step 9: Evaluate and Adjust
Methods for Evaluation
Post-implementation, use surveys and focus groups to evaluate the effectiveness of your communication strategy. According to Gallup, only 22% of employees strongly agree that their company’s leaders are effective communicators, indicating room for improvement in most organizations.
Make Adjustments
Based on the feedback, make the necessary adjustments to your communication strategy. Remember, communication is an ongoing process and should be continually refined.
Conclusion
Crafting a change management communication strategy is a complex but essential task. By following these steps, you can create a robust strategy that not only facilitates change but also engages employees, minimizes disruptions, and contributes to the overall success of the project.
Remember, effective communication is not a one-time effort but an ongoing process that requires regular evaluation and adjustment.