Communicating change to your organisation

Rather than being an optional extra, internal communications plays an entirely central role in the success or failure of any organisation’s commitment to change. This is because change is always difficult territory to navigate. Comfort zones aren’t always easy to stretch and old habits die hard. There is a lot to consider but these general rules of thumb can help.

Establish the rationale

You need to know exactly why you are implementing the change, so that you can define your goals and give your change initiative credibility.

Create measurable goals

Having set goals will allow you to identify the success of your communications initiative during its implementation.

Establish a detailed plan of action

Plan out what needs to be said to who, when and how, to guide the implementation process.

Tailor your messages

Craft your messages to suit the different types of people involved in your organisation. These should be jargon-free and relevant to their line of work. Make sure everyone knows exactly what it is that is expected of them individually during and after the period of change.

Use opportunities to communicate face-to-face

This method builds trust and is immeasurably more effective than any other form of communication. It is especially important with issues that directly impact people’s work and life.

Involve senior officials in the communications process

Messages of change are much more credible and more likely to be accepted when given from the very top of the organisation.

Keep all messages consistent

Mixed messages are likely to discredit change as people will become confused, paving the way towards frustration and cynicism.

Keep messages regular

People need to be kept updated about change frequently. This can be done most effectively by regular face-to-face meetings, complemented by other methods such as emails, bulletins and newsletters.

Gather feedback and listen to employees

This will allow you to measure the success of your change initiative. It also builds trust and defuses potential problems before they can become serious issues.