Change Communications

A recent comment on the following post, “A definition of change communication“, got me thinking about what content we should be providing in this factual, fast and frequent manner?

Projects, and IT projects in particular, are usually run on a tight budget. Time, money and resources are often short. What I see happening is that any old information to hand is packaged and sent out to future users. The information I am thinking about is often extracted from progress reports, the sort of information that team managers give to hierarchy in PowerPoint files to track their progress.

However, successful change communication needs much more than this. It needs to be passed through a filter, a communicator, who will ensure messages are structured for a defined target audience. This should be someone that will digest the information into the following key points (a useful pense-bête):

• What is happening?
• Why is it happening?
• What does it mean (for me)?
• What are the next steps?

And there isn’t just one wise communicator in an ivory tower that can prepare this. It will require regular contact (surveys, conference calls, cups of coffee…) with the stakeholder groups being targeted, or at least a representative. In my experience, key users are invaluable change communication allies.

A simple, factual change message that goes straight to these points is more likely to be taken on-board; especially when it is competing amongst the hundreds of messages that we are “assaulted” with everyday via e-mail, press, radio, TV, intranets, websites, blogs, meetings, conference calls, workshops…

Maybe this sounds like common sense to some, but it surprises me that communications are rarely prepared in this way.

Nicholas