Strategies For Managing Change - Say What You Mean And Mean What You

What information a consequence of feedback?

- What are the aims?

- How much advice will be provided, messages?

- What mechanisms will likely be used

The crucial PSYCHOLOGICAL questions your communication strategy need to address

Kotter exemplifies this the anecdote of Martin Luther King who didn't stand up facing the Lincoln Memorial and say: "I've a great strategy" and illustrate it with 10 good reasons why it was a great strategy. He said those immortal words: "I have a dream," and then he proceeded to reveal the people what his dream was - he exemplified his picture of the future and did so in ways that had high emotional impact.

William Bridges focuses around the psychological and emotional impact and aspect of the change - and poses these 3 easy questions:

(1) what's altering? Bridges offers the following guidance - the change leader's communication statement must:- Certainly express the change leader's understanding and intent

- Link the change to the drivers which make it necessary

- "Sell the situation before you try and sell the option."

- Be under 60 seconds in duration

(2) What will really be different due to the change? Bridges says: "I go into organizations where a change initiative is well underway, and I ask what's going to be different when the change is done-and no one can answer the question... a change may seem Communication strategy very important and very real to the leader, but to the people who have to make it work it seems quite subjective and vague until actual differences that it will make begin to eventually become clear... the drive to get those differences clear should be a significant priority in the coordinators' list of things you can do."

(3) who is planning to lose what? Bridges maintains the situational changes aren't as difficult for businesses to make as the people affected by the change's emotional transitions. Transition direction is really all about seeing the specific situation through the other guy's eyes. It really is a perspective based on empathy. It is communication and direction process and works with them to bring them through the transition. Failure to do this, on the part of change leaders, along with a denial of the losses and "lettings go" that individuals are faced with, sows the seeds of mistrust.

5 guiding principles of a change management communication strategy that is good



So, in summation the 5 directing principles of a great change management communication strategy are as follows:

- Precise targeting - delivery and the emotional tone of the message

- Timing program - to reach the right individuals with the message that is correct

- Feedback procedure - to achieve timely targeting of messages

Failure reasons in change management are many and varied. But one thing is painfully clear.

The cause of all this failure is dearth of clarity along with a lack of communicating. This is exactly what a Programme Direction based way of change is about and why it so important.

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