Did you say communicate a change_Judith H Jones Communications
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Transcript of Did you say communicate a change_Judith H Jones Communications
JUDITH H. JONES COMMUNICATIONS 1
Did you say you want to communicate a change?Tips for internal communications professionals who are planning communications for a change initiative.
JUDITH H. JONES COMMUNICATIONS 2
““Communicate a change? That’s easy!
Said no one ever.
JUDITH H. JONES COMMUNICATIONS 3
Before jumping in and communicating…
Define and articulate the change program1
Plan the communication program and integrate the plan into the change program
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JUDITH H. JONES COMMUNICATIONS 4
Start with questions and get the facts
What specificchanges are we making?
Who owns this initiative?
What is our business problem and how does the change
address it?
Who areour
audiences?
Who are our stakeholders?
Who needs to know about the change?
Whois affected?
When do we make change happen?
What else is happening in our company
at the same time?
What do we wantpeople to know, say, and
do about this change?
What’s in it for our customers, employees,
shareholders?
What is the priority/scope of
this change as compared to
other changes?
How do we know we’re successful?
JUDITH H. JONES COMMUNICATIONS 5
Get to Know Who is Affected
All Senior Leaders
Department Managers in Eastern Region
Employees at locations 1, 3 and 7
Get to know your target audiences/stakeholders.Be specific to understand the impact of change for each group.
Impact of change
Timeline of change
JUDITH H. JONES COMMUNICATIONS 6
What you learn informs a communication strategy that spans…
Both practices and deliverables should align with the goals and objectives of the change initiative and integrate with the
initiative timeline
Communication Practices
Communication Deliverables
JUDITH H. JONES COMMUNICATIONS 7
Start drafting your plan Define success Develop key messages and craft the
message map Analyze audiences/stakeholders Establish communication principles Establish a visual identity that is
recognizable AND complements the brand
Consider multiple channels, including existing channels
Integrate with the organizational communications calendar
Identify your co-communicators Include ways to empower your co-
communicators Identify your risks to success Pitch your plan(s) at the right levels Measure your communications and link
metrics to initiative objectives
JUDITH H. JONES COMMUNICATIONS 8
Word to the wise
Ensure there is a channel for two-way communication and a feedback mechanism
JUDITH H. JONES COMMUNICATIONS 9
Planning takes workcommunications
trainingtechnical supportchampion network
JUDITH H. JONES COMMUNICATIONS 10
But it’s worth itA solid communication plan Supports the activities that advance the
success of the change agenda Builds stakeholder engagement Delivers clear and consistent messages
that are authentic, relatable, and accurate Conveys actionable facts to the relevant
people at the right time Enables people to make meaning of
change and adopt new behaviors
JUDITH H. JONES COMMUNICATIONS 11
Don’t forget to monitor and measure
Employees
Director-level and above
0 10 20 30 40 50 60
Email Open Rate
Tuesday Monday
JUDITH H. JONES COMMUNICATIONS 12
““Remember that there's no one perfect way to communicate change.
Sarah Fenson, Inc., June 2000
Yet planning, employing various methods and maintaining flexibility throughoutensure maximum effectiveness and deliver better results.
Thanks and let’s connect:Judith H. JonesConnect with Communications
• Email: [email protected]• LinkedIn: linkedin.com/in/judithhjones• Blog: jhjonescomms.wordpress.com• Twitter: @JHJonesComms• Skype: J.H. Jones
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