Change is inevitable in any organization, but it can also be challenging and disruptive for employees, customers, and other stakeholders. How can you use external communication to reinforce change and support your internal communication efforts? Here are some tips and best practices to consider.
Before you communicate externally, make sure you have a clear and consistent message internally. Align your vision, goals, benefits, and expectations of the change with your leadership, managers, and employees. Communicate the change internally first and address any questions or concerns. This way, you can avoid confusion, contradiction, or misalignment when you communicate externally.
To reinforce change through external communication, focus on delivering consistent and transparent messaging about the change, its benefits, and its impact on stakeholders. Tailor your message to resonate with different audiences, such as customers or investors, by addressing their specific interests or concerns. Regular updates and engaging formats, like video messages or infographics, can make the change feel more accessible and relatable, helping to build trust and buy-in from the outside.
It’s critical to align the ‘what’, ‘why’, ‘when’ and ‘how’ messaging both internally and externally to ensure consistent understanding across all stakeholders. Often the case for change is driven by external forces—market dynamics, investor perspective—and this understanding needs to be built internally to ensure successful execution of the action plan. Being clear on what that plan is, why it’s important, when and how it will be implemented and measured is essential for all audiences.
Alinear los mensajes internos es clave para fortalecer la comunicación externa y reforzar un cambio organizacional. Cuando el equipo interno comprende y adopta el mensaje central del cambio, se crea una base sólida de coherencia y credibilidad. Esto implica establecer un mensaje claro, consistente y alineado con los valores de la organización. Habrá que comunicarlo a todos los niveles de manera transparente y fomenta la retroalimentación para asegurar comprensión. Capacitar al personal para que puedan actuar como "influencers informales internos" ante clientes y socios. Una comunicación interna alineada proyecta una imagen externa clara y confiable, inspirando confianza y respaldando el éxito del cambio.
Depending on the type and scope of the change, you may need to use different channels to communicate externally. For example, you may use your website, social media, email, press releases, newsletters, or webinars to reach your audience. Choose the channels that are most appropriate, effective, and accessible for your target groups. Consider their preferences, needs, and feedback mechanisms.
Alinear primero los canales internos es esencial para mejorar la comunicación externa al reforzar un cambio organizacional. Un equipo bien informado actúa como embajador del mensaje, transmitiéndolo con claridad y coherencia. Para lograrlo, establece canales internos efectivos que promuevan la transparencia y el flujo bidireccional de información. Capacita a los empleados sobre los objetivos del cambio y su impacto, resolviendo dudas y fomentando su compromiso. Una comunicación interna sólida garantiza que el mensaje sea entendido y adoptado internamente, creando una base consistente para transmitirlo externamente. Esto genera confianza en los públicos externos y fortalece la reputación organizacional.
External communication is not a one-size-fits-all approach. You need to tailor your tone and content to suit the different groups you are communicating with. For example, you may need to be more formal and factual with your investors, more empathetic and reassuring with your customers, and more engaging and transparent with your partners. Use language and examples that resonate with each group and highlight the value and impact of the change for them.
Using external communication to reinforce change requires a tone and content that reflect transparency and alignment with company values. For example, during a major organizational shift, I crafted messages tailored for clients, explaining the benefits of the changes with a reassuring, forward-looking tone. For investors, I highlighted the strategic impact and growth potential in a more data-driven, confident tone. Adapting language and emphasis for each audience helped build trust and align perceptions, reinforcing that the changes were positive and thoughtfully planned.
External communication is not a one-time event. It is an ongoing process that requires monitoring and measuring. You need to track the reach, response, and results of your external communication efforts. Use tools and metrics that can help you evaluate the effectiveness and impact of your communication. For example, you may use web analytics, social media insights, email open rates, surveys, or feedback forms. Use the data and feedback to adjust and improve your communication as needed.
External communication is not a solo activity. It is a collaborative and coordinated effort that involves multiple stakeholders and functions. You need to work with your internal communication team, your marketing team, your public relations team, and other relevant departments to plan, execute, and evaluate your external communication strategy. Ensure that everyone is on the same page, has clear roles and responsibilities, and follows the same guidelines and standards.
External communication is not only about informing and persuading. It is also about celebrating and appreciating. You need to acknowledge and recognize the achievements and contributions of your employees, customers, and other stakeholders in the change process. Share success stories, testimonials, and feedback that showcase the positive outcomes and benefits of the change. Express your gratitude and appreciation for their support and involvement. This way, you can build trust, loyalty, and engagement with your audience.
Internal communication is a key element in change management. Basically, internal communication should play an essential role at every step of your upcoming change: informing, involving, and mobilizing employees. When neglected, it can lead to confusion, mistrust, and resistance to change on the part of your employees. This can in turn completely compromise their buy-in and commitment to the very change you’re seeking. On the flip side, when internal communication is well managed, it offers your organization many advantages.
External stories become mirrors that reflect our internal culture back to us. When we see ourselves through the eyes of the world, we’re reminded of the values we champion and the goals we share. This reflection fuels a sense of belonging and inspires us to embody the change we advocate.