Effective Communication Strategies for Institutional Change

Effective communication is pivotal in facilitating successful institutional change. Whether you're rolling out a new purchasing tool, changing institutional buying, budget and approval processes, or introducing new suppliers, it’s important that you establish a strong communication strategy that keeps everyone across the institution informed and empowered. Below, we’ve outlined six best practices to incorporate as you develop and implement the communication strategy for your spend management initiative:?

1. Develop a Comprehensive Plan

A well-planned communication strategy forms the backbone of effective change management. Too often, however, communications are an afterthought, haphazardly thrown together at the end of the project. By developing a comprehensive communication plan early in the project, stakeholders across your institution will feel in-the-loop as you introduce new technologies or modify legacy processes. To start, outline clear objectives for your communication strategy. Identify your target audiences, articulate your key messages, and outline the overall approach to disseminating information, including the channels and tactics you will employ. Doing so ensures that your communication efforts are purposeful, helpful, and aligned with institutional goals.

Pro tip! Consider your communication strategy in the context of other institutional communications. Perhaps that means exploring the opportunity to join forces with another, related initiative to provide joint updates (and one less email!) or including your information as a callout in an existing communication.?

2. Tailor Messages to Different Stakeholder Groups

Recognizing that different stakeholders have varying needs and perspectives, it’s important that you tailor messages accordingly. Segment stakeholders into groups based on their roles, interests, and concerns. Craft messages that resonate with each group, ensuring relevance, clarity, and alignment with their specific expectations. Taking this extra step to customize each stakeholder’s message demonstrates that you’ve considered their needs and the impact the initiative has on their role.?

Pro tip! Ask your stakeholders what information they want to know, how often they want you to communicate with them, and what channel(s) are the best way to reach them. Doing so helps you to ensure that your stakeholders will take notice when you send them updates on your initiative.?

3. Utilize Multiple Communication Channels

To reach a diverse audience effectively, use a variety of communication channels including emails, newsletters, Slack channels, intranet updates, town hall meetings, and other digital platforms. Leveraging multiple channels not only ensures that information is accessible, but also allows stakeholders to consume messaging in a way that works best for them. As well, disseminating information in multiple channels helps to reinforce key messages across different mediums.

Pro tip! Don’t spam your colleagues! While using multiple channels is an effective strategy to reach people, there is too much of a good thing. To avoid your audience tuning out from a barrage of updates, create a communications calendar that outlines what you’ll share, when you’ll share it, and where you’ll share it.

4. Provide Regular Progress Updates

Maintain transparency and engagement by providing regular updates on the progress of your initiative. Use designated communication channels, such as Slack channels or newsletters, to share milestones, accomplishments, and any adjustments to timelines or strategies. Regular updates keep leaders and key stakeholders informed of the project status, and provide insight into changes that may be coming their way so they can plan accordingly.?

Pro tip! Ask for the opportunity to present updates to your institutional leadership and/or key stakeholders when you reach major milestones. Use the time to share metrics, show progress, build support, and if necessary, secure support and/or resources to overcome roadblocks and keep the project moving forward.?

5. Foster Two-Way Communication

Promote an environment of open dialogue and feedback by encouraging two-way communication channels. Create opportunities for stakeholders to ask questions, share insights, and voice concerns. Town hall meetings, feedback surveys, and interactive forums facilitate meaningful interactions and empower stakeholders to participate actively in the change process. User input is key to ensuring that the system is utilized correctly and repeatedly. As well, it’s important to address stakeholder concerns promptly so that your team demonstrates responsiveness and builds trust, while also keeping your institution informed on the progress of your technology implementation or process redesign.

Pro tip! If your team - and your stakeholders - have the bandwidth, host a test drive of your new technology before it goes into production. That way, users can experience the new processes and solutions, ask questions, and provide feedback so you can make any adjustments before you launch.

6. Evaluate and Refine Communication Strategies

Continuous evaluation is essential to gauge the effectiveness of communication efforts. Monitor engagement metrics, feedback trends, and stakeholder satisfaction levels to assess whether messages are being understood and embraced. Use insights to refine communication strategies, making adjustments to improve clarity, reach, and impact.

Pro tip! Be agile and be willing to pivot. If you find that your strategy isn’t generating the response you expected, pause and regroup. Ask stakeholders for input on what’s working, and more important, what’s not, and revise your plans accordingly.?

By implementing these effective communication strategies, institutions can foster a culture of transparency, engagement, and collaboration during periods of change. Clear and consistent communication not only mitigates resistance but also strengthens stakeholder buy-in and support for your spend management initiatives. Investing in robust communication practices ultimately enhances the likelihood of successful adoption and resilience in a dynamic business environment.

See how McDaniel College executed an effective communication strategy in support of their spend management initiatives. Read their case study.