What it was:
A CIPR Webinar on Change Communication presented by Alison Arnot.
What I learned:
Overall points from the webinar:
- Change is a normal part of business process so a successful business must be able to do it sustainably and repeatedly.
- People naturally wary of change. It is experienced differently by different people
- The change curve is superficially similar to the grief curve!
- Communicators job is to help people move through the change process
- Those closely involved in the change process typically have a different view as they have more insight and empowerment in respect of the change.
- Ultimate goal is to get people engaged and motivated to help deliver the future
- Measurement / evaluation is key. You can’t influence what you don’t understand
- Measure effectiveness, understanding, feelings, engagement and behaviour
- Can use e.g. Bench-marking and demonstration of objective evidence of actual changes in behaviour
Change communication strategy needs to include…
- Why communicate? Who communicates with whom and about what?
- What channels? When?
- AND Consequences and measurement?
Analysing stakeholders needs to ask…
- What is it like working with us? Who influences them? Who do they influence
- What is our place in their aspirations? What is their view of our future? How can we help each other?
- What is their motivation/agenda?
Stakeholder mapping – “Power vs. Interest”
- High power low interest: Keep satisfied – A threat if they don’t understand
- High power high interest: Engage – Can make or break your programme
- Low power low interest: Monitor – Inform but don’t overload
- Low power high interest: Inform – An advocate and ear to the ground
Communication content needs to address….
- STRATEGIC Information
- Vision, values and direction
- Rationale and benefits of the change
- Comms outcome: Sense of purpose
- CORPORATE Information
- How we are progressing?
- Is the change helping?
- What success is being had?
- Comms outcome: Sense of progress
- OPERATIONAL Information
- What we need to start, stop and continue doing to make the change a success
- Comms outcome: Sense of control
Messaging needs to address the three following needs…
- Personal needs – a realistic (not evangelical) appraisal of the situation and what it means for me
- Operational needs – where we are, where we need to be, what we need to do
- Strategic needs – the big picture
What I will aim to do differently as a result:
I will conduct a stakeholder mapping exercise (identifying them all, then mapping power vs interest) for my digital transformation programme.
I’ll tailor our programme comms to ensure it covers the Strategic / Corporate / Operational content-types outlined in this briefing.
I’ll ensure that our messaging is better at addressing the three “needs” i.e. Personal / Operational / Strategic.
I will design a system of bench-marking for the programme – potentially a maturity model. For example %age of people that agree with each of the 10 statements in the digital vision.