Executing a strong communication strategy is essential for successful change management.
An effective communication strategy creates buy-in, eliminates frustration and confusion, and creates awareness around an initiative. When done well, it also creates both excitement and advocates, which in-turn foster sustainability.
Unfortunately, many organizations implement change without paying attention to this essential component and the effort falls flat, struggles to survive, and often faces resistance and distrust- with employees AND customers!
"Effective communication is 20% what you know and 80% how you feel about what you know." - Jim Rohn
The 5 C’s of effective change management communication address both knowledge and feeling. 20% of the C's are about what people need to know, and 80% support helping people feel good about what they know... If the change affects both internal and external audiences, be sure to utilize these 5 C’s with all stakeholders- and of course tailor the message to their needs.
5 C’s of Effective Change Management Communication:
In advertizing, the “seven times factor” it is a widely accepted standard. It suggests that a consumer has to see an ad 7 times before he/she will act on it. While audiences in our organizations are much more targeted and responsive, it is a good idea to use a similar standard to ensure proper communication and awareness, which has a direct correlation to the degree of success of any initiative.
So when in doubt, over-communicate with your team. And, an effective communications campaign can make the difference between a wildly successful change and a never-ending struggle.
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ABOUT DONNELLY EFFECT: With over 20 years of Disney leadership experience, Mike Donnelly, Chief Experience Officer (CEO) of Donnelly Effect shares his insights on Talent Selection and Hiring, New Employee Orientation, Customer Experience, Workplace Culture and Leadership- among others. Donnelly Effect is home of the exclusive "World-Class Workshop" series and offers consulting services and keynote addresses to audiences of all sizes and industries. Since 2004, Mike Donnelly has been a contracted Disney Institute Facilitator, delivering Disney training to audiences across the United States.