There is nothing constant in the world,
all ebb and flow, and every shape that’s born
Bears in its womb the seeds of change.
Change in your environment is nothing you can stop from happening. And if you do not change your organization in tune with its environment it will soon become a dinosaur (and we all know what happened to them). So change management is one of the most crucial, but also most difficult, tasks for any organization.
What’s the problem and how can communications help?
According to a McKinsey study 62% of change processes are unsuccessful. Many of them fail due to a lack of adequate communications. Experience shows that the employees’ rating of the credibility of management and understanding of the organization’s objectives drop significantly during the process. Anxiety, confusion and resistance often characterize the mood of internal and external stakeholders.
These are all sentiments, which can be mitigated or even avoided by accompanying strategic change communications. Oftentimes the change implementers underestimate how much employees need to understand – not just to know – the change process in order to bring them on board and for the change process to be successful.
Florian Eisele’s change communication approach
- Underlying all efforts is the ‘two-way street’ communication paradigm: disseminating information and feeding back/soliciting insights.
- Communicate the context, reason and full picture. The ‘why’ as well as the ‘what’.
- Change demands vastly more communication efforts and a higher commitment by leadership to communicate than normal times.
- Use an omni-channel communications approach. Go where your stakeholders are.
- Establish a sense of urgency for change.
- Create a vision for change showing the roadmap and goal.
- To motivate your employees to change show them how change will result in compelling benefits.
- Break ‘change’ down into concrete changes relevant for particular clusters of employees. The more concrete the less scary.
- Do not get fooled, you do not have information hegemony.
- To overcome resistance share information openly and communicate thoroughly, frequently and honestly.
- Do not forget you will probably also deal with a skeptical environment.
- Re-assure partners, donors and supporters, who wonder where you are headed and who are re-assessing if they should continue supporting and working with you.
For more information please contact me under florian(at)florianeisele.com