The Role of Internal Communication During Change Management

Change is now business as usual at organizations. And today internal communicators need to move from ‘managing’ change to leading and enabling change.

In this guide, change management specialist Andrew Blacknell provides insight and best practice for communicators tasked with driving change within their organizations.

Key takeaways:

  • The essential role of internal communication during change management
  • The questions to ask when building a strategy
  • Understanding the 7 key drivers of change
  • How to gain insight and measurement into your campaigns
  • The value of sharing results with stakeholders

Change management is an approach to any project or organizational change that
addresses the less visible and often emotional resistance and risks that oppose a change.

The main resistance to change, as with most transformations, comes from the values, beliefs, fears and assumptions of an organization’s people. That is not a criticism of its people. Change leaders tend to thrive on change and get bored without it, but the majority of people fear, and, therefore, resist change.

Change leaders plan for this and ask “What resistance might we encounter in introducing this new technology, organizational, structure or merger?” and “What loss might an employee fear?” If you can identify and create dialogue around these issues, you can lead and manage the change.

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