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How can change management frameworks guide your communication strategy?

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Change is inevitable, but not always easy to manage. Whether you are leading a team, a project, or an organization, you need to communicate effectively with your stakeholders to ensure a smooth transition and minimize resistance. But how do you know what to say, when to say it, and how to say it? That's where change management frameworks can help. In this article, we will explore how some of the most popular change management models can guide your communication strategy and help you achieve your change goals.

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Rivka A.

Communications | Change | Engagement (MBA)
Kumudha Paramasivan

Prosci? Certified Change Practitioner | Change Management | HR Transformation | HR Technology Consultant

1 What are change management frameworks?

Change management frameworks are tools that help you plan, implement, and evaluate change initiatives. They provide a structured approach to understand the current state, the desired state, and the steps to get there. They also help you identify the key stakeholders, their needs, and their roles in the change process. By using a change management framework, you can align your communication strategy with the change objectives, the change phases, and the stakeholder expectations.

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Thomas Burza

Director of Strategic Consulting
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It is helpful to know the most common frameworks (ADKAR, Lewin, Kotter, Krüger, top-down, bottom-up, bipolar, multiple nucleus,...), but I have not been able to see big differences between them. In principle, it is always about the same thing, participation, communication and motivation. Of course, the frameworks differ in the application of different tools, but basically they cannot be fundamentally different, because it is about the psyche of the human being.

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2 How can ADKAR guide your communication strategy?

ADKAR is a change management framework that focuses on the individual level of change. It stands for Awareness, Desire, Knowledge, Ability, and Reinforcement. According to this model, you need to communicate with your stakeholders in a way that helps them achieve these five elements of successful change. For example, you can use communication to create awareness of the need for change, to generate desire to participate and support the change, to provide knowledge of how to change, to develop ability to implement the change, and to reinforce the change with feedback and recognition.

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Emily Linroth

Change Management Specialist
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The ADKAR model can help you divide communications activities into phases. Assessing how a stakeholder is progressing through a change will tell you the types of messages they need at that point. Since different people will move through the stages at different paces, you can prepare messages and communications activities for each stage in advance and deliver them to individuals as they progress.

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3 How can Kotter guide your communication strategy?

Kotter is a change management framework that focuses on the organizational level of change. It consists of eight steps: create a sense of urgency, form a powerful coalition, create a vision, communicate the vision, empower others to act, create quick wins, consolidate gains, and anchor the change. According to this model, you need to communicate with your stakeholders in a way that helps them move through these steps and overcome the common barriers to change. For example, you can use communication to create a sense of urgency by highlighting the benefits and risks of the change, to form a powerful coalition by involving influential and credible people, to communicate the vision by using clear and compelling messages, and so on.

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4 How can Prosci guide your communication strategy?

Prosci is a change management framework that combines the individual and the organizational levels of change. It is based on the ADKAR model and the Prosci 3-Phase Process: prepare for change, manage change, and reinforce change. According to this model, you need to communicate with your stakeholders in a way that helps them understand and embrace the change at both levels. For example, you can use communication to prepare for change by conducting a stakeholder analysis, a change impact assessment, and a communication plan, to manage change by executing the communication plan according to the ADKAR elements, and to reinforce change by measuring the communication effectiveness and addressing the gaps.

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Emily Linroth

Change Management Specialist
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I like to blend traditional communications planning elements with tools from Prosci's methodology to develop a robust communications strategy. Thorough stakeholder analysis will help you determine who needs which information and when. Prosci research tells us that stakeholders want to hear about a change from 2 groups: their supervisors, and whoever is sponsoring the change. Learn which channels these groups already use to communicate (and add additional ones if necessary) and equip them with tailored messages they can deliver to their teams.

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5 How can Bridges guide your communication strategy?

Bridges is a change management framework that focuses on the psychological and emotional aspects of change. It is based on the concept of transitions, which are the inner processes that people go through when they face change. It consists of three stages: endings, neutral zone, and new beginnings. According to this model, you need to communicate with your stakeholders in a way that helps them cope with the losses, uncertainties, and opportunities that come with change. For example, you can use communication to help them with endings by acknowledging their feelings, explaining the reasons for the change, and celebrating the past, to help them with the neutral zone by providing information, support, and feedback, and to help them with new beginnings by clarifying the vision, the expectations, and the benefits of the change.

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6 How can you choose the best framework for your communication strategy?

When deciding on the best framework for your communication strategy, there is no one-size-fits-all solution. Different frameworks have different strengths and weaknesses, so you may have to adapt or combine them to fit your specific situation and goals. To choose the right one, consider the scope and scale of the change, the culture and readiness of the organization, the needs and preferences of the stakeholders, and the resources and capabilities of the change team. This will help you select a framework that best matches your communication objectives, challenges, and opportunities.

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Kumudha Paramasivan

Prosci? Certified Change Practitioner | Change Management | HR Transformation | HR Technology Consultant
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There's no one size fits all, the best communication strategy is the strategy that works best for your organisation. This could be decided based on which mode of communication your employees prefer (online vs offline), the duration of the project (do you have enough time to spread out the communication frequency), and what is the size of the audience impacted by the change (all employees vs a specific group of ppl).

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7 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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Rivka A.

Communications | Change | Engagement (MBA)
(已编辑)
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I like to be a bit creative in my approach. No change management theory is one size fits all. Taking elements of each and blending for each change is crucial when developing an effective strategy or solution. Change models are great for establishing your foundations, but real world practice needs to be a little more flexible than majority of the models allows for.

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Tara Birch

Game Changer || Community Builder || Enabling Clarity and Courage for Individuals and Teams || Holistic and Agile Change Transformation || Supercharging Human Capital - “Serving The People Who Serve The People”
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Change is an inevitable aspect of the business world, and it is essential to embrace and adapt to it. I strongly believe in granting communications leaders the autonomy and empowerment to express their creativity and be trusted in delivering the corporate message. If they are reduced to mere messengers for leaders, they become puppets of the business. The ability to communicate in a creative and innovative manner is vital in engaging employees, fostering an environment of feedback, and creating a psychologically safe space for everyone to thrive. Effective communication should be a two-way street, facilitating the growth and success of the organisation as a whole.

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How can change management frameworks guide your communication strategy?

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4

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1 What are change management frameworks?

2 How can ADKAR guide your communication strategy?

3 How can Kotter guide your communication strategy?

4 How can Prosci guide your communication strategy?

5 How can Bridges guide your communication strategy?

6 How can you choose the best framework for your communication strategy?

7 Here’s what else to consider

Change Management

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How can change management frameworks guide your communication strategy?

1

2

3

4

5

6

7

1 What are change management frameworks?

2 How can ADKAR guide your communication strategy?

3 How can Kotter guide your communication strategy?

4 How can Prosci guide your communication strategy?

5 How can Bridges guide your communication strategy?

6 How can you choose the best framework for your communication strategy?

7 Here’s what else to consider

Change Management

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