How to Improve Change Management Communications

Effective change management is essential to ensure a smooth transition and minimize disruption, but without clear and strategic communications, even the best-laid plans can fall flat. In this blog, we’ll cover five crucial steps that will help you level up your change management communications and keep your organization aligned throughout the process.

1. Start Early: Set the Tone from the Beginning

When it comes to change management communications, the earlier you start, the better. One of the main reasons for this is the brain’s natural reaction to change. As neuroscience has shown, change often triggers a stress response in the brain. If you delay communication, people remain in that stressed state, and their brains start coping by creating their own narratives—often rooted in worst-case scenarios.

To avoid this, start sharing information early, even if it’s minimal. Let your team know where you are in the process, what’s coming, and even what isn’t known yet. By communicating consistently from the outset, you’ll build trust and ensure that rumors don’t fill the information gap.

Key takeaway: Start communication early to reduce anxiety and control the narrative from the beginning.

2. Structure Your Communications in Phases

Rolling out change communications can be complex, and it’s tempting to deliver all the information at once. Resist that urge! Instead, break your communication plan into three distinct phases: Awareness, Engagement, and Support.

• Awareness Communications: Focus on the "why" behind the change. Answer key questions like, why are we doing this, why now, and what’s the high-level scope of the change.
• Engagement Communications: Now, drill down into the "what" and "how" for your audience. Explain what’s in it for them, how the changes will impact their roles, and what new skills they may need.
• Support Communications: Lastly, support communications focus on the actual transition. Provide details on training, key dates, go-live support, and how they can access help during the transition.

By phasing your communications, you ensure that your audience isn’t overwhelmed and that they have the right information at the right time.

Key takeaway: Segment your communications into awareness, engagement, and support phases to guide your team through the change effectively.

3. Seek Feedback: Make It a Two-Way Street

Good change management communications are not just about informing—it’s also about listening. People going through change want to feel heard, and seeking feedback is one of the best ways to achieve this. When you regularly ask for input, you’re not only validating their experiences, but you’re also collecting invaluable insights that can inform future communications.

Make feedback an integral part of every communication—whether it’s through town halls, surveys, or one-on-one meetings. Your team will appreciate being part of the process, and you’ll gain a clearer understanding of their concerns and needs.

Key takeaway: Prioritize feedback in your communication strategy to build trust and gather valuable insights.

4. Start with Your Inner Circle: Equip Key Teams First

Before you launch any broad communications, start by addressing your inner circle—those teams that will be on the front lines of change. These are the people who will likely get the first wave of questions from others, such as the buying and AP teams in a procurement change. Equip these individuals with the information they need before the larger group so they’re prepared to answer questions confidently.

By ensuring your inner circle is informed first, you avoid the awkward scenario where employees hear about the change from an external source before their own leaders.

Key takeaway: Communicate with your inner circle first to equip them with the knowledge they need before the broader roll-out.

5. Engage Your Influencers: Let Them Amplify Your Message

You shouldn’t be the only one communicating about the change. Engage influencers within your organization who can amplify your message and extend your reach. These individuals have strong relationships and are well-positioned to communicate the right messages to their peers.

Kick off your influencer engagement during each communication phase, providing them with key talking points and activities to spread the word. Then, circle back to gather feedback and adjust as needed. Influencers can be your biggest advocates and help spread accurate information quickly.

Key takeaway: Leverage organizational influencers to broaden your communication reach and ensure your message is consistently reinforced.