Change Communications

Stakeholders will need different levels of communication and they will need it at different times. They will need information about the change which directly affects them, but they may also need to establish a sense of relationship to the project if their involvement is key.

Communication planning should therefore include elements of both information and relationship building, and there is a role for the whole project team in fulfilling the full spectrum of stakeholder needs. This is indicated in the communications escalator illustrated below:

• Awareness - achieved through the transmitting of information about the project through newsletters, e-mail and other communications channels.
• Understanding - the transmitting of information in a more intimate and focused way, for example, road shows, video conferencing and presentations.
• Support - the level of communications where employees seek clarification and the project team provide help or support. Two-way focused communication is integral to the support approach, including Seminars and training courses.
• Involvement - the level of communication where employees are actively involved in the development of the project, which can be achieved through team meetings, workshops and feedback forums.
• Commitment - the highest level of the communications escalator and is achieved through the building and development of quality relationships, joint problem solving sessions etc.