So what’s this got to do with me?
People are really good at hearing what they want to hear and screening out messages that they either don’t want to hear, or are not ready to hear. This makes your role in internal communications a complex one, particularly in times of change. When significant changes are being planned, you not only need to understand each stakeholder group but you also need to take into account individuals and how they may react on a personal level to the changes. You have to get the message and the language right.
You will have clear messages that support the planned changes and assist in moving the project forward. However before communicating these messages, conduct a systematic audit of your audiences. Consider their needs, the way change may affect them and their current mindset. Then adapt your messages to ensure each group understands each message as you intend them to, so that subsequently, each person acts or thinks in the way you desire.
Repetition is important. You don’t want to bombard staff with information, but you do want to keep up momentum, and you do want staff to receive the right information at the right time. Consider using a variety of ways to send and receive information and messages. Use push and pull strategies. Some information will need to be pushed out to staff, whereas other information can just be there for when staff need it.
If you are the intermediary in some of the communications, make sure you respond in a timely manner to all interested parties.
Get the right people involved in communicating the change initiative. This sends a strong message to staff. Engaging people who have an in-depth understanding of the way your business runs, who are team players and who staff respect will make your communications tasks so much easier. They can smooth transitions, provide context for their teams, model the right behaviors and act as project champions for you. So when your staff ask, ‘What’s this got to do with me? Your team has all the answers.
This is part 6 in the 11 part Series: Tips to Communicate Change Effectively to Staff
This series is based on an article by Communications specialist Sarah Perry. Sarah is a Director of Snap Communications, http://www.snapcomms.com, a company which provides specialist Internal Communications tools and Employee Communications Solutions.
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