Why is communication necessary during a change? Having communication with stakeholders, and end users allows you to help prepare for and deliver organizational change. Imagine your company is implementing a new system. One day, the system you were trained to use, is gone, and replaced with a newer technology. How long will it take you to adapt? Where can you go for help? Why was this change necessary? These are great questions that need to be answered and communicated properly in order for change projects to succeed.
Communicating a change is not as easy as it sounds and is often overlooked. There is more to communicating a change than simply stating what the change is and when it is coming. Effective communication takes place before, during, and after a change is implemented. When first starting to communicate there are a few basics needed:
Analysis of who is receiving the change
One of the most critical pieces to effective communication is knowing who the audience is. To identify the required audience, a stakeholder analysis can be conducted. This analysis, when completed, will contain a list of all the users impacted by this implementation and what those impact will be; from leadership to end users. Once the audience is understood, it becomes more clear how to target your communications towards them.Timeline of the events
After you have completed your analysis, you need to create a plan for your communications. Different audiences will be targeted at different times throughout the implementation, for example, leadership will need to know about the change prior to end users. Once you create your timeline of communications, you can begin creating specific messaging to be delivered.
Description of the change, and why it will benefit the end user
Failure to effectively communicate with your stakeholders, can result in a slower, more difficult transition. It will also impact employee performance as they learn “on the fly” or have trouble finding where/who they can go to for help. It may be tedious, but detailed communication will not only help teams comprehend changes, but also clearly demonstrate how the future state will benefit them and the business, leading to buy-in.
Providing end users specific strategic communications before, during and after an implementation is critical in the success of a change initiative. If you would like to learn more about these critical steps and implementing successful communications plans, we will be happy to dive into the details with you and provide you with knowledge from our experiences. Click below to get in touch!