--- title: "Change Management Communication: The 5 Essential C's" description: When done well, change management communication creates both excitement and advocates, which in-turn foster sustainability. image: https://www.donnellyeffect.com/hs-fs/file-2318068963-jpg/DonnellyEffect-Jan2015/Images/Change_Management_Communication.jpg --- [![Donnelly-Group_Logo](https://www.donnellyeffect.com/hubfs/Donnelly-Group_Logo.png "Donnelly-Group_Logo")](https://www.donnellyeffect.com) [(410) 212-4471](tel:4102124471) - [LinkedIn](https://www.linkedin.com/company/donnelly-effect/) - [Twitter](https://twitter.com/donnellyeffect) - About - [About Us](https://www.donnellyeffect.com/about-us) - [What We Do](https://www.donnellyeffect.com/about-us-what-we-do) - [Who We Serve](https://www.donnellyeffect.com/about-us-who-we-serve) - [Our Executive Team](https://www.donnellyeffect.com/our-executive-team) - [Our Story](https://www.donnellyeffect.com/about-our-story) - Training - [Signature Service Programs](https://www.donnellyeffect.com/signature-service-programs) - [Kickstart](https://www.donnellyeffect.com/signature-service-programs-kickstart) - [Impact](https://www.donnellyeffect.com/signature-service-programs-impact) - [Ignite](https://www.donnellyeffect.com/signature-service-programs-ignite) - [Training Types](https://www.donnellyeffect.com/training-types) - [Executive Leadership](https://www.donnellyeffect.com/training-types-executive-leadership-development-workshops) - [Managers & Supervisors](https://www.donnellyeffect.com/training-types-manager-supervisor-training-workshops) - [Front-Line Employees](https://www.donnellyeffect.com/training-types-front-line-employee-development-training) - [Training Topics](https://www.donnellyeffect.com/training-topics) - [Customer Service](https://www.donnellyeffect.com/customer-service-training) - [Leadership](https://www.donnellyeffect.com/leadership-training) - [People Management](https://www.donnellyeffect.com/people-management-training) - [Service Culture](https://www.donnellyeffect.com/service-culture-training) - [Talent Selection & Hiring](https://www.donnellyeffect.com/talent-selection-hiring-training) - [Employee Onboarding](https://www.donnellyeffect.com/employee-onboarding-training) - [Training Delivery Methods](https://www.donnellyeffect.com/training-delivery-methods) - [Keynote Speaking](https://www.donnellyeffect.com/keynote-speaking) - Resources - [SPARKS! 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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: **1. COMPREHENSIVE**: Messages must include: The big picture and the “why” behind it What it means for me and what I can expect Where have we been? Where are we going? What will be the impact? **2. CONSISTENT:** The same messages must be shared with everyone in the organization. **3. CONTINUAL:** Messages must be sent on a regular schedule so employees (and customers) know to expect them; and anticipate them. This provides a sense of comfort. **4. CUSTOMIZED**: The messages are branded and embody the spirit of the organization and any new change themes. **5. CONVENIENT:** Messages must be easily accessible in multiple formats and easily understood 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.   For more information on change management, check out: [5 Effective Strategies for Change Management](https://www.donnellyeffect.com/five-effective-strategies-change-management/)   *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.* Topics: [Change Management](https://www.donnellyeffect.com/sparks-blog/topic/change-management) [Workplace Culture](https://www.donnellyeffect.com/sparks-blog/topic/workplace-culture) [Change Management Communication](https://www.donnellyeffect.com/sparks-blog/topic/change-management-communication) #### Leave a Comment: #### Related posts #### Related posts - [Facebook](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.donnellyeffect.com%2Fsparks-blog%2Ffive-effective-strategies-change-management&t=5%20Effective%20Strategies%20for%20Change%20Management) - [Twitter](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.donnellyeffect.com%2Fsparks-blog%2Ffive-effective-strategies-change-management&text=:%20) - [Linkedin](http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.donnellyeffect.com%2Fsparks-blog%2Ffive-effective-strategies-change-management&title=5%20Effective%20Strategies%20for%20Change%20Management&summary=) - [googleplus](https://plus.google.com/share?url=https%3A%2F%2Fwww.donnellyeffect.com%2Fsparks-blog%2Ffive-effective-strategies-change-management) #### [5 Effective Strategies for Change Management](https://www.donnellyeffect.com/sparks-blog/five-effective-strategies-change-management) [Mike Donnelly](https://www.donnellyeffect.com/sparks-blog/author/mike-donnelly) | May 2, 2014 #### Many times you may find yourself feeling like everything has turned upside down in your world-just when you thought you #### Posted by:- [Donnelly Effect](https://www.donnellyeffect.com/sparks-blog/author/donnelly-effect) ### Posts by Topic - [Leadership (85)](https://www.donnellyeffect.com/sparks-blog/topic/leadership) - [Customer Service (82)](https://www.donnellyeffect.com/sparks-blog/topic/customer-service) - [Disney Service (78)](https://www.donnellyeffect.com/sparks-blog/topic/disney-service) - [Effective Leadership (72)](https://www.donnellyeffect.com/sparks-blog/topic/effective-leadership) - [Employee Experience (67)](https://www.donnellyeffect.com/sparks-blog/topic/employee-experience) ### Unlock the Magic! ![Unlock the Magic_3D book image L-3](https://www.donnellyeffect.com/hs-fs/hubfs/Unlock%20the%20Magic_3D%20book%20image%20L-3.png?width=200&name=Unlock%20the%20Magic_3D%20book%20image%20L-3.png "Unlock the Magic_3D book image L-3") [Buy Now!](https://www.lulu.com/shop/michael-j-donnelly/unlock-the-magic-50-key-strategies-to-unlock-the-magic-in-your-organization-from-my-years-as-a-leader-at-the-walt-disney-company/ebook/product-1p72vqgv.html?hsCtaTracking=8ceba83f-c058-4571-94c1-04f6bbea79a8%7C59ac7eef-e766-4b0d-8f0b-5bdbaeb25740&page=1&pageSize=4) ### Donnelly Effect In Action   ### Recent Articles ### Popular Articles ![Donnelly Group_Logo-2](https://www.donnellyeffect.com/hs-fs/hubfs/Donnelly%20Group_Logo-2.png?width=200&height=71&name=Donnelly%20Group_Logo-2.png "Donnelly Group_Logo-2") Creating customer loyalty by preparing people to work happy. - Annapolis, MD - [(410) 212-4471](http://#) - [mike@donnellyeffect.com](mailto:mike@donnellyeffect.com) - [Twitter](https://twitter.com/DonnellyEffect) - [Linkedin](https://www.linkedin.com/company/donnelly-effect/) #### Explore - [What We Do](https://www.donnellyeffect.com/about-us-what-we-do) - [Who We Serve](https://www.donnellyeffect.com/about-us-who-we-serve) - [Signature Service Programs](https://www.donnellyeffect.com/signature-service-programs) - [Training Types](https://www.donnellyeffect.com/training-types) - [Training Topics](https://www.donnellyeffect.com/training-topics) - [Speaking](https://www.donnellyeffect.com/keynote-speaking) #### About Us Applying decades of Disney professional development & leadership experience, we help destination locations create customer loyalty by preparing their people to WORK HAPPY. #### Recent SPARKS! 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