How do you engage and collaborate with external partners and influencers during change initiatives?

1 Identify your stakeholders

Before you start communicating with your external partners and influencers, you need to identify who they are, what their interests and needs are, and how they can affect or be affected by your change initiative. You can use a stakeholder analysis tool, such as a matrix or a map, to categorize and prioritize your stakeholders based on their power, influence, interest, and attitude. This will help you tailor your communication approach and message to each stakeholder group.

2 Establish trust and rapport

Building trust and rapport with your external partners and influencers is essential for successful change collaboration. You can do this by being transparent, honest, and respectful in your communication, and by showing genuine interest and appreciation for their input and feedback. You can also use empathy and active listening skills to understand their concerns and expectations, and to address any resistance or confusion they may have. Additionally, you can leverage your existing relationships or networks to find common ground and mutual benefits with your stakeholders.

3 Communicate your change vision and strategy

One of the key goals of external communication in change management is to communicate your change vision and strategy clearly and consistently to your partners and influencers. You want to explain the why, what, how, and when of your change initiative, and how it aligns with their goals and values. You also want to highlight the benefits and opportunities of the change, as well as the risks and challenges of not changing. You can use various communication channels and formats, such as emails, newsletters, webinars, presentations, or social media, to reach your stakeholders and engage them in your change story.

4 Involve and empower your stakeholders

Another important goal of external communication in change management is to involve and empower your stakeholders in the change process. You want to create a sense of ownership and commitment among your partners and influencers, and to leverage their skills and expertise to support your change initiative. You can do this by inviting them to participate in change planning, decision making, problem solving, or feedback sessions, and by giving them clear roles and responsibilities. You can also recognize and reward their contributions and achievements, and celebrate their successes.

5 Adapt and adjust your communication

Change is dynamic and unpredictable, and so is external communication in change management. You need to be flexible and responsive to the changing needs and situations of your stakeholders, and to the feedback and results of your communication efforts. You can do this by monitoring and evaluating your communication effectiveness, and by seeking and acting on feedback from your partners and influencers. You can also use data and evidence to support your communication claims, and to demonstrate the progress and impact of your change initiative.

6 Maintain ongoing communication

Finally, external communication in change management is not a one-time event, but an ongoing process. You need to maintain regular and frequent communication with your stakeholders throughout the change lifecycle, and beyond. You want to keep them informed, engaged, and motivated, and to address any issues or concerns that may arise along the way. You also want to follow up and follow through on your communication promises and commitments, and to build long-term relationships based on trust and collaboration.

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?