Communication is key to successful change management – Do it well in 6 steps

Communication is key to successful change management – Do it well in 6 steps

About this Guide

Every business around the world is asking its employees to adapt to change. Whether it’s a business transformation, structural reorganization, merging with or acquiring another company, or using technology to streamline operations, leaders everywhere are asking employees to embrace change for the good of the company.

But it doesn’t always work. In fact, change initiatives have an alarming failure rate, with multiple studies estimating that 70% of change initiatives don’t achieve their goals. And poor or inadequate communication almost always tops the list of reasons for change failure.

You have an opportunity to help your organization succeed and earn your place as a trusted, valued business partner to the senior executive team.

This How-To Guide can help. In it you will learn:

  • A model for thinking about change initiatives
  • The reasons so many of these initiatives fail
  • The critical role of communications – and communicators – in guiding projects to success
  • How to partner for success with communicators
  • Best practices for impactful communications


Neil Lieberman

Neil Lieberman

Head of US Marketing

By clicking “Accept all cookies” you agree to the storing of cookies on your device to enhance your browsing experience, analyze site traffic, and serve tailored content and advertisements.

Cookies preferences

When you visit any website, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences or your device and is mostly used to make the site work as you expect it to. The information does not usually directly identify you, but it can give you a more personalized web experience. Because we respect your right to privacy, you can choose not to allow some types of cookies. Click on the different category headings to find out more and change our default settings. However, blocking some types of cookies may impact your experience of the site and the services we are able to offer.

Manage consent preferences

Strictly Necessary

Always Active

These cookies are necessary for our website to function. They do not store any personally identifiable information and are usually only set in response to actions made by you, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block these cookies, but some parts of the site will not work.


Functionality cookies are used to remember your preferences. They make the site easier for you to navigate by remembering settings you have applied, detect if you’ve already seen a pop-up or auto-fill forms to make them easier for you to complete.


Targeting cookies are used to deliver ads more relevant to you and your interests. These cookies can also be used to measure ad performance and provide recommendations.