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How can you develop a strong IC strategy during organizational change?

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Organizational change can be challenging, exciting, and stressful for everyone involved. Whether it's a merger, a restructure, a new vision, or a crisis, change can disrupt the normal flow of work and affect the morale, productivity, and engagement of employees. That's why having a strong internal communication (IC) strategy is essential to guide, support, and inform your staff throughout the change process. In this article, we'll share some tips on how to develop a robust IC strategy that can help you achieve your change objectives and maintain a positive organizational culture.

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1 Define your goals and audience

The first step in developing an effective IC strategy is to clarify what you want to achieve with your communication and who you need to reach. Your goals should be aligned with your overall change vision and objectives, and they should be SMART: specific, measurable, achievable, relevant, and time-bound. Your audience should be segmented into different groups based on their needs, interests, and preferences, and you should tailor your messages and channels accordingly. For example, you might have different communication plans for managers, frontline staff, remote workers, and external stakeholders.

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Les Bentz

Social Media Manager | Marketing & Branding Enthusiast | Campaign Promotion/Event Planner | Content Builder
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One of these steps should be the proactive planning and actual implementation of any such plan. This layout sounds great and yet I have had first hand experience at 3 different companies,and through other people, when massive changes like new ownership or mergers take place it’s all hush hush and no one knows when things are happening, how it’s happening and what it means to them. I see so much disconnect between the executive level and those who actually do the work that it can be beyond frustrating. From my perspective in marketing it can be a challenge to be in the dark about upcoming changes because it means a scramble to get announcements made and get everyone informed.

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Vinay Choudhary

Business Support Operations @ NHS | MBA, Operations Management, Estate Administration
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Strong IC strategy during organisational change involves defining clear goals that align with broader objectives and understanding your audience to tailor messages effectively. The strategy should emphasize building awareness, fostering engagement, managing uncertainty, and celebrating milestones. By considering the unique characteristics of your workforce and adapting your communication approach accordingly, you can navigate organisational change successfully, keeping employees informed, engaged, and motivated. Continuous feedback and adjustments to your strategy will contribute to its effectiveness and overall success.

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Luciana Varga

Especialista em Comunica??o e Gest?o da Mudan?a/ Professora e Palestrante /Transforma??o Digital/ Comunica??o Interna/Comunica??o Institucional
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Toda comunica??o é estratégica! N?o se realiza a??es de comunica??o sem ter tra?ado um plano antes com o objetivo de cada uma, o público que deve ser impactado e o que se espera de a??o/resultado. A comunica??o interna n?o deve ser composta de a??es isoladas porque elas n?o marcam, se pulverizam na organiza??o e n?o trazem resultado. A efetividade vem das a??es integradas, Cross, que se complementam e, assim despertam o interesse dos stakeholders, como um narrativa.

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2 Plan your content and channels

The next step is to decide what you want to communicate and how you want to communicate it. Your content should be clear, consistent, and compelling, and it should answer the key questions that your audience might have: why, what, how, when, and what's in it for me? You should also use storytelling techniques to illustrate the benefits and impact of the change, and to showcase success stories and best practices. Your channels should be varied, accessible, and interactive, and they should match the type and tone of your content. For example, you might use email newsletters, intranet posts, webinars, podcasts, videos, or face-to-face meetings.

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Christiane Disconsi

Comunica??o Corporativa | Produ??o de Conteúdo | Assessoria de Imprensa | PR | Blogs | SEO | Jornalismo | Copywriting | Ciência Política | ESG | IA
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Os influenciadores têm papel fundamental para multiplicar as mensagens e fazer com que elas cheguem ao maior número de colaboradores possível. Por esta raz?o, a organiza??o precisa manter-se próxima a eles de maneira a alinhar os discursos e mensagens-chave estratégicas, que ser?o transmitidas pelos influenciadores, considerando a linguagem e o público-alvo.

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3 Engage your stakeholders and influencers

The third step is to involve your key stakeholders and influencers in your communication strategy. Your stakeholders are the people who have a direct or indirect interest in the change, and they might include senior leaders, middle managers, project teams, unions, customers, or suppliers. Your influencers are the people who have a strong reputation, network, or expertise in your organization, and they might include opinion leaders, champions, ambassadors, or mentors. You should consult, collaborate, and co-create with your stakeholders and influencers to ensure that your communication strategy is relevant, credible, and inclusive. You should also leverage their influence to advocate, endorse, and promote the change among their peers and teams.

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Liz Wilson Marion

Making communication the catalyst for confident leaders and engaged, happy workplaces. Side Hustle Film Producer. Military Spouse.
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Prior to engaging and involving stakeholders and internal influencers, leaders and executors need to know who these individuals are and their role in internal communications. These influencers are critical in regular internal communications and are more important in times of change or crisis. Influencers in an organization are not necessarily those with title or tenure. Organization influencers are usually the names that come up the most often when asking employees these or similar questions: - Who are the most trustworthy team members? - Who do others go to for up-to-date information? - Who do you feel the most comfortable sharing critical feedback? - Who is usually the most informed on the team?

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4 Implement your communication strategy

The fourth step is to execute your communication strategy according to your plan. You should follow the best practices of IC, such as using simple and concise language, avoiding jargon and acronyms, providing feedback mechanisms, and addressing concerns and objections. You should also be flexible and adaptable to respond to any changes or challenges that might arise during the change process. You should monitor and measure the effectiveness of your communication strategy using various methods, such as surveys, polls, analytics, or focus groups. You should also seek feedback from your audience, stakeholders, and influencers, and use it to improve your communication strategy.

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5 Evaluate and celebrate your communication strategy

The final step is to review and celebrate your communication strategy and its outcomes. You should compare your results with your goals and objectives, and identify what worked well and what didn't. You should also acknowledge and appreciate the efforts and contributions of everyone involved in your communication strategy, and recognize and reward their achievements and successes. You should also share the lessons learned and best practices from your communication strategy, and use them to inform and inspire your future IC initiatives.

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Luciana Varga

Especialista em Comunica??o e Gest?o da Mudan?a/ Professora e Palestrante /Transforma??o Digital/ Comunica??o Interna/Comunica??o Institucional
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Um dos grandes desafios da comunica??o é trazer de forma clara as métricas de resultado. A comunica??o foi efetiva? Essa é a grande pergunta que deve ser respondida após a implementa??o das a??es do plano de comunica??o. Mas, se comunica??o é intangível, como mensurá-la? Eu digo que, além de importante, é possível a mensura??o. De forma geral, o resultado deve estar ligado ao objetivo de cada a??o, porque nem toda comunica??o tem o mesmo objetivo. Ou seja, eu posso comunicar algo apenas como informa??o ou posso divulgar esperando uma a??o efetiva do público. Porque as a??es se complementam. Aí que entra a mensura??o. Para isso, podemos utilizar análises quantitativas e qualitativas de acordo com o tra?ado/esperado no plano.

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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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Fábio Ueno

Founder Director at Kyokan Consultoria & Mentoria
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Insert the communication plan for the specific change/project in the whole Internal Communication Agenda This will avoid information conflicts, e.g. while your change emphasizes how employees are important to the company, another communication is announcing a massive layoff Integrating agendas will push the organization to prioritize changes and the messages they will broadcast. This will help leaders to know what comes first and how to behave in terms of sponsorship Moreover, it's possible to take advantage of periods with less intense communication to be better heard, i.e., when other projects are not communicating, it's the perfect moment we should do it, because our message becomes louder in the 'silence' with any additional efforts

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How can you develop a strong IC strategy during organizational change?

1

2

3

4

5

6

1 Define your goals and audience

2 Plan your content and channels

3 Engage your stakeholders and influencers

4 Implement your communication strategy

5 Evaluate and celebrate your communication strategy

6 Here’s what else to consider

Internal Communications

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How can you develop a strong IC strategy during organizational change?

1

2

3

4

5

6

1 Define your goals and audience

2 Plan your content and channels

3 Engage your stakeholders and influencers

4 Implement your communication strategy

5 Evaluate and celebrate your communication strategy

6 Here’s what else to consider

Internal Communications

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感谢您的反馈

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