Influential Communication: Leading Through Change with Clarity and Connection

Change is inevitable, but how we communicate during it determines whether it feels like an opportunity or a threat.

For leaders, this is where the stakes are high.

Poor communication during times of change can lead to confusion, resistance, and a fractured team culture.

On the flip side, effective communication has the power to unite, energize, and move your team forward with purpose.

The question is: How do you ensure your message not only lands but inspires action?

The truth is, influential communication isn’t about perfect words or polished presentations—it’s about connection.

At its core are three key elements: WHO, HOW, and WHAT. Nail these, and you’ll transform your messaging into a powerful tool for leading through uncertainty.

Common Pitfalls in Communication During Change

• Overloading with rational information without addressing people’s emotional concerns.
• Focusing too much on why it matters to the organization and not enough on what it means for the individual.
• Assuming your credibility or authority will automatically drive buy-in.

But within these challenges lies an opportunity.

Leaders who prioritize the human side of communication—how their message is perceived, delivered, and understood—build trust and reduce resistance.

Let’s explore the WHO, HOW, and WHAT of influential communication.

1. WHO: The Messenger Matters

Your message is only as credible as the person delivering it. In times of change, your team looks to you not just for direction but for reassurance.

Key questions to ask yourself:

• Do they trust me?
• Have I built a relationship where they feel I understand their concerns?
• Am I showing up as approachable, or am I coming across as distant or “above it all”?

Opportunity: Strengthen the connection before delivering the content. Lead with empathy, and make it clear that you’re here to support them through the transition—not just enforce it.

2. HOW: The Delivery Defines the Tone

It’s not just what you say; it’s how you say it. Your delivery can make the difference between engagement and resistance.

Ways to enhance your delivery:

• Use conversational, relatable language.
• Be transparent—acknowledge challenges but also emphasize opportunities.
• Make space for dialogue. Invite questions and feedback, so your team feels involved.

Opportunity: Deliver the message in a way that signals, This is a partnership, not a one-way directive.

3. WHAT: The Message They Need to Hear

Your message must answer the questions your team is already asking themselves:

• “What’s in this for me?”
• “Why does this matter now?”
• “Is it really address our issues (or creating more of them)?”

To influence effectively, your content should include:

• Benefits to them—how it makes their work easier or more rewarding.
• Problem-solving—how this change addresses challenges they face.
• Consequences of inaction—what risks or missed opportunities will arise if nothing changes.

For example, imagine you’re introducing a new performance tracking system: “This system will help reduce double work and clarify priorities, saving you time and frustration. I know it’s a shift, but it’s designed to eliminate unnecessary tasks so you can focus on the work that matters most. If we don’t make this change, I’m concerned we’ll keep struggling to meet deadlines and feel stuck in reactive mode.”

Opportunity: Help them connect the dots. Frame the change in terms of how it serves their needs, not just the organization’s.

Take a Moment to Reflect

Great communication doesn’t just happen—it’s intentional. Before your next message, take 10 minutes to evaluate the WHO, HOW, and WHAT of your communication:

1. WHO: What is my current relationship with my audience? Do I need to build trust or connection before delivering this message?
2. HOW: Is my delivery clear, approachable, and engaging? Am I inviting collaboration or coming across as transactional?
3. WHAT: Have I clearly explained the benefits to them, addressed their concerns, and connected the dots to what’s at stake?

Ask yourself: What’s working well, and where can I adjust?

Then, try it out. Small shifts in your communication approach can lead to big shifts in how your team responds to change.

Unlock Your Communication Potential

Influential communication is a skill that separates good leaders from great ones.

If you’re ready to take your leadership to the next level—communicating with confidence, gaining trust, and inspiring action even in the face of uncertainty—The Executive Edge is your next step.

This program is designed to help leaders like you enhance your influence, master the art of delivering impactful messages, and foster a culture of alignment and collaboration.

Message me to learn more about The Executive Edge and how it can help you turn communication challenges into leadership opportunities.

Let’s make your next conversation count.