Information on Change Management

Anyone that has worked in an organization that is undergoing changes will confirm that change management efforts can succeed or fail solely based on the organization’s communications. Additionally, experts agree that it is impossible to OVER-communicate when undergoing change.

Below are three core tips to consider when building a communications plan for change management:

  1. Engage stakeholders driving the design of the change programme so as to create buy-in from the on-set.
  2. A clear, short and concise statement that explains how the change will be positive, why it is needed, and how it will make the organization more successful.
  3. A clear, short and concise message to employees why the change make their lives at work better and how it is in their interest.

With the key messages in place, the communications plan should focus on the delivery of those key messages to the appropriate stakeholders, at the right time and by the right people.

Key steps to change management communications:

  1. Know the Change Adoption Curve and communicate accordingly- to plan your internal coalition, target messages to your supporters at the beginning of the campaign. Create unity among the early adopters and target the early majority through them.
  2. Identify the Innovators – In every organization, they are the people that want to try new things first. Talk to them and get ideas on communications.
  3. Identify the Early Adopters – These are the people who are the opinion leaders of the organization. They are the gatekeepers of the rest of the group when it comes to something new. Target your messages to them. They can be at any level and any position in the organization and make up about 13.5% of the population.
  4. Target the Early Majority – These are the people that will not follow change for “change’s sake.” They are a bit more conservative and make up about 50% of the population. This group takes more time to win over, but can be persuaded by the early adopters.
  5. Accept the Late Majority – This group of people make up about 34% of the population. They will go along with the change, but not because they believe in it, rather because they see change as inevitable.
  6. Don’t worry about the Confirmed Traditionalists – This group makes about 16% of the population. They can never be won over, if you do get them to accept the change, then consider yourself lucky.

Focusing on these steps can help you succeed in your change management communications planning. Many change management plans fail because people focus too much on the confirmed traditionalists, the sceptics to change, and not enough on the majority of the group of people and the early adopters that can carry change out for you and help you to unfold new plans.