Effectively Communicating
Change
Timing
Messages
Channels
Safety Valves
Tactics
Strategy
Audience Analysis
Contextual Analysis
Effectiveness
A. Contextual Analysis
1. Key Issues
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Culture
Non-complex & manageable
Advantageous over past practices
Benefits observable
Key relationships
Employee reactions
2. Principles
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Need to thoroughly understand org. context
Need to assess type of change
Need to understand implications of the change
Need to anticipate possible resistance points
Need to sustain focused flexibility
Assessing Type of Change
Receiver’s Perspective
Routine
Sender’s
Perspective
Routine
Non-routine
Non-routine
B. Audience Analysis
1. Issues
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Major groups
How impacted
Resistance points
Communication preferences
“Lions”
2. Principles
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What is persuasive to one group may not be
persuasive to another
What is a specific point of resistance to one group
may not be to another
Influence is unequally distributed
C. Strategy
1. Issues
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Unifying vision
Communication objectives for all groups
Unique objectives for specific groups
2. Principles
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Persuasion is a process
Spend communication resources wisely
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Need
Remedy
Disadvantages
Allocate resources according to AA
D. Tactics
1. Issues
2. Principles
Channels
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Use richer channels for more nonroutine changes
Messages
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Link messages to pre-existing
thought patterns
Always discuss upside & downside
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Timing
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Balance managing expectations &
dissent
Safety Valves
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Legitimize employee concerns
Monitor
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Look for continuous improvement
ideas
Who
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Match people’s skills with task