6 Criteria for Communication During Organizational Change

Debbie Narver, BSc MBA MScIBStrategic Management Instructor at NMC Strategic Manager

Emotions and fear can be running high during change. This can lead to resistance.

How is communication during change different than at other times?

• People search out information to try to find certainty. Is my job REALLY safe? Am I going to appear incompetent in this new environment?

• These thoughts that may be consuming someone’s attention when you think they are listening to you.

• Individuals may not even be consciously aware of these distracting voices in the back of their mind.

Here’s 6 things you can do to make sure you are communicating effectively during change.

1. Ensure 2 way communication

While emails, memos and presentations can provide information, people often need to ask questions and discuss. Providing the opportunity for input helps to reduce that sense of powerlessness that may occur during change.

2. Engage versus informActively seek to understand the needs of others, and look for opportunities to address their needs.

Perhaps you can get them actively involved in the change? Maybe they have some valuable input?

3. Use different approaches

Not all groups will need or even desire the same level of interaction.Some may be quite happy with occasional emails and presentations. Others may require more frequent and interactive types of communication.

4. Repetition

Use different approaches to get the message across, particularly for critical messages during critical times. For example, you may use a written memo, a presentation, focus group discussions and some targeted one-to-one meetings all on the same issue.

5. Keep Going

People’s attitudes may change, or they may slip back to old habits.

So even when you think you are “finished” and that things are sailing along smoothly, ensure there is a process for regular updates and reinforcement.

6. Develop a PlanBeing proactive about communication will ensure that you implement the above 5 steps.

Identify each of your stakeholders, what they need and how often.

Put it in your calendar!

This is one important aspect of change leadership

But make sure you are applying the full range of best practices to plan, implement and reinforce organizational change.

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