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How can you communicate change with positivity and reassurance?

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Change is inevitable in any business, but it can also cause anxiety, resistance, and confusion among employees. How can you communicate change with positivity and reassurance, and avoid common communication barriers and challenges? Here are some tips to help you plan and deliver effective change communication.

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Alice Grey Harrison, APR

Driving alignment through strategic planning and change management

1 Understand your audience

Before you announce or implement any change, you need to understand how it will affect your audience, what their concerns and questions might be, and what benefits and opportunities they can expect. You can use surveys, interviews, focus groups, or other methods to gather feedback and insights from your employees, customers, partners, or other stakeholders. This will help you tailor your message, tone, and channel to their needs and preferences.

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Alice Grey Harrison, APR

Driving alignment through strategic planning and change management
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One of the ways to help build effective change communications is through the use of personas. A persona is a realistic representation of an audience segment. Here are a couple of tips to get started on your persona development: Begin with a blue sky brainstorm of all audience members Identify ways to combine similar audience segments Interview or conduct small focus groups with each group Use this information to build the characteristics and communications preferences of each persona Make it fun and give the personas names and images - Visually bring them to life Once the persona is created, share it with members of the original interview/focus group to benchmark accuracy

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2 Define your purpose and goals

Your change communication should have a clear purpose and goals, and you should communicate them to your audience upfront. Why is the change necessary? What are the desired outcomes and benefits? How will the change align with the vision and values of the business? How will the change be measured and evaluated? Answering these questions will help you establish credibility, transparency, and trust with your audience, and show them the value and relevance of the change.

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3 Use positive and empathetic language

The way you phrase and frame your change communication can have a significant impact on how your audience perceives and responds to it. You should use positive and empathetic language that acknowledges the emotions and challenges of the change, but also emphasizes the opportunities and benefits. For example, instead of saying "We have to cut costs and reduce staff", you could say "We are optimizing our processes and resources to improve our efficiency and competitiveness". You should also avoid jargon, acronyms, or technical terms that might confuse or alienate your audience.

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Alice Grey Harrison, APR

Driving alignment through strategic planning and change management
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Change can trigger emotions ranging from enthusiasm and optimism about the future to fear, anxiety and frustration about the unknown. An effective communication strategy can help control these emotions. Here is a two-pronged approach – NEED to Know vs. WANT to know (1) NEED to Know communications: . quick and concise communication pushed to the relevant audience a. every word counts by being pertinent and informative b. provides context, but not full history of the initiative c. includes actionable direction that people need to know in their day-to-day world (2) WANT to Know communications: . deeper dive into the details and history of the initiative a. addresses the WHY’s and HOW’s b. available via opting in

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4 Choose the right channel and timing

The channel and timing of your change communication can also affect its effectiveness and reception. You should choose the channel that best suits the nature and scope of the change, and that reaches your audience in the most convenient and accessible way. For example, you might use email, newsletter, or intranet for general updates, but use face-to-face meetings, webinars, or videos for more detailed or sensitive information. You should also consider the timing of your communication, and avoid sending it too late or too early, or during busy or stressful periods.

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5 Provide support and feedback

Your change communication should not be a one-way or one-time process, but a continuous and interactive one. You should provide support and feedback to your audience throughout the change process, and encourage them to share their opinions, questions, or concerns. You can use various tools and platforms, such as FAQs, forums, blogs, podcasts, or social media, to facilitate dialogue and engagement. You should also monitor and evaluate the impact and outcomes of your change communication, and adjust your strategy and tactics accordingly.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you communicate change with positivity and reassurance?

1

2

3

4

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6

1 Understand your audience

2 Define your purpose and goals

3 Use positive and empathetic language

4 Choose the right channel and timing

5 Provide support and feedback

6 Here’s what else to consider

Business Communications

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How can you communicate change with positivity and reassurance?

1

2

3

4

5

6

1 Understand your audience

2 Define your purpose and goals

3 Use positive and empathetic language

4 Choose the right channel and timing

5 Provide support and feedback

6 Here’s what else to consider

Business Communications

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