Magazine article Management Services

Communicating Change Effectively

Magazine article Management Services

Communicating Change Effectively

Article excerpt

Key factors to consider when planning, implementing and evaluating change.

The underlying factor here is effective communication. Without this, your change strategy stands a good chance of emulating the high percentage of those that fail. It is crucial to recognise that altering behaviour is a long-term objective, not something that can be forced upon employees overnight. Change strategies can only be embraced by staff if they are given a context for the change, and if they understand the need for change.

You must know exactly what results you want to achieve before you introduce the change initiative. Measurement is critical. How will you know whether change has taken place and to what extent? Think about the day to day changes. These will show whether the wider change initiative has succeeded. What new behaviours will your employees demonstrate?

Your audience cannot be viewed as one homogenous mass; individuals at different levels and within different roles within the organisation will react to change in various ways. It is crucial to segment the audience, and communicate with each segment appropriately. This can extend to your use of communication channels: these must be chosen carefully to deliver the appropriate message in the right way to the right people.

It is crucial to establish two-way communication, encouraging your audience to interact and keep up a constant dialogue. The emphasis should be on face-to-face channels and ensuring that feedback loops are incorporated into every channel. …

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