Succeeding With Communication During a Time of Change

Change happens in every organization.

Change is inevitable in every organization, and although we often recognize its necessity, it remains one of the greatest challenges to manage.
Why is it sometimes so hard to get people on board with new directions? The answer lies in human nature—we are creatures of habit. Habits provide a sense of security, and when that balance is disrupted, we often respond with uncertainty and resistance.

Successfully navigating change is not just about introducing a new way of working or altering structures. It’s about planning communication in a way that includes, explains, and engages everyone involved. Without a well-thought-out communication plan, you risk creating misunderstandings, resistance, and, in the worst case, a loss of trust.

So, how do you plan communication in a way that makes people want to embark on the journey of change?

The importance of planned communication

To manage the challenges of change and bring people along, a carefully crafted communication plan is essential. This plan should not only focus on what needs to be communicated but also when and how.

A successful communication plan considers the audience’s needs and the psychological aspects of change. When people are stressed, their ability to absorb new information diminishes. Therefore, it’s crucial to create clear, simple, and consistent messages that don’t overwhelm the audience.

Conducting a target group analysis is an important part of this process. Ask questions like:

• “How would I want to receive this information myself?”
• “What channels are most effective for reaching everyone?”

One tip is to collaborate on the communication plan using a structured template, such as the one linked below. Change is not a one-time effort but a process, meaning communication must be continuous and adaptable over time. This approach fosters shared understanding instead of working alone on a long-form communication plan.

1. Recognized Need for Change Reduces Resistance

For people to accept and want to be part of a change, they need to perceive a genuine need for it. When employees see the necessity for change themselves, resistance naturally decreases.

How: Explain why the change is needed and provide clear context. If the alternative—staying the same—seems worse, it becomes easier to bring people along.

2. An Attractive Vision for the Future

People need to feel there’s a bright future to strive toward, something worth working for. If the vision for change is unclear or uninspiring, employees are unlikely to put in the effort required.

How: Communicate the future clearly and vividly. Create an attractive vision worth striving for. Use concrete examples and visualize the path forward.

3. Demonstrate and Implement Change in Practice

Seeing real changes in day-to-day operations can motivate people to stay on the new path. Show that the organization is serious about the change through concrete actions.

How: Create timelines, present facts, and highlight good examples. Visit other organizations that have successfully implemented similar changes for inspiration. Celebrate and reward even small steps in the process.

4. Openness and Opportunities for Influence

One of the most critical factors in reducing resistance to change is involving employees in the process. When people feel they have a say, their engagement and acceptance increase.

How: Clarify the actual opportunities employees have to influence the process. Listen to their knowledge and experiences, and involve them in shaping the change.

5. Space for Dialogue with a Focus on the Individual

Change affects everyone differently. It’s important to create space for individual dialogue where each employee can express their thoughts and feelings about the change. Such dialogue fosters understanding and can help create a sense of security.

How: Maintain ongoing conversations about how individuals can best approach the change. Adapt communication based on employee feedback and ensure room for reflection and discussion.

6. Ongoing, Dynamic Communication

Communication during change is not a one-off event. Change is a process that takes time, and communication must remain active and continuous. Regularly discussing the change and listening to the organization is essential for fostering a sense of presence and openness.

How: Repeat messages about the change regularly and adapt them based on feedback from the organization. Create opportunities for questions and discussions.

7. Acknowledge Emotions and Concerns

Change is often unsettling, especially because it disrupts habits and comfort zones. Openly addressing fears and concerns helps create a safe environment where it’s okay to feel anxious or uncertain. This openness also enables people to process emotions and move forward.

How: Normalize that it’s okay to find change challenging. Open up conversations and actively listen to employees’ concerns.

8. Celebrate Successes and Increase Social Activities

Recognizing and celebrating successes—both big and small—is crucial for maintaining energy and engagement. Seeing the results of their efforts reassures people they’re on the right path.

How: Reward and acknowledge progress, both individually and as a group. Have fun together and build team spirit through social activities.

Communication Drives Change

Succeeding with change communication involves creating a communication plan that considers the audience’s needs and circumstances. By using the keys outlined above, you can increase the chances of building engagement and understanding for the change.

Internal communication is not just a tool for sharing information—it’s a driving force for creating shared direction and motivation in the workplace.

Spread Change Communication with Digital Screens

Do you want to create a workplace where employees feel informed, engaged, and proud? Digital signage provides an effective tool to highlight important information, celebrate successes, and strengthen your culture—every day. Contact us at PLAYipp to see how you can create change communication that truly resonates!

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