Replace abstract phrases that would frustrate or confuse people during times of change with more concrete language choices. Communication during times of change needs to be ongoing rather than a one-shot deal.
- Okay, so now you've asked yourself…who needs to send the message…and to whom do you need to send it?…Are you ready to talk about why you're sending the message?…- Why?…It has to happen, isn't that obvious?…It's a new system.…- [Instructor] All right, but be a little more specific.…For example, are you just trying to inform them…that a new system is coming?…Or are you at a point where you need their buy-in?…Do you need input from them?…Do you need them to change their behaviors?…- Yes, yes, yes, and yes!…A little bit of all of that.…- All right, so just plan out your specific purpose…for every communication event and with every stakeholder.…
- Every event, and with every person?…Are you kidding me?…That's a lot of work!…- (laughs) Sorry, but one time isn't enough.…Change communication is more like a campaign…than a one-shot deal.…So, you should be talking about this change all the time.…Every day for the next few months.…Even in a simple conversation…about fixing a business problem.…Talk about the new performance management system.…
Tatiana and Brenda begin by reviewing success stories and survey data that emphasize why communication in times of change is so crucial. Next, they explain how to strategize communication efforts, craft the change communication message, and answer common questions that people may have when grappling with change. To wrap up, they discuss how to manage difficult questions, emphasize with others, and overcome resistance.
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- Recognize the necessity of careful communication planning when involved in a change initiative.
- Define opinion leaders.
- Explore how to modify communication efforts to make them more effective.
- Recall strategies for indentifying concrete language.
- List the five questions people are most concerned about during times of change.
- Recognize the value of getting a skeptic's input when planning change communication.
- Recognize the most common reasons that people resist change.
- Explore the communication behaviors that reduce resistance to change.