How do you keep change communication clear and consistent across platforms?

En plus des canaux cités (courriel, médias sociaux, intranet et webinaire) , optez pour la messagerie instantanée de l'intranet afin de recueillir les avis à chaud des parties prenantes. Les échanges personnalisées sont très efficaces pour les personnes réfractaires au changement . Se rendre disponibles pour eux permet de relever clairement leur besoin favorisant ainsi leur satisfaction.

To enhance change communication, consider implementing "Interactive Workshops." Conduct hands-on sessions to address concerns and gather real-time feedback. Leverage "Visual Roadmaps" using infographics or mind maps, aiding in a quick understanding of the change journey. Also, explore personalized communication channels like chatbots, ensuring stakeholders receive tailored information. Diversify the approach for a comprehensive and engaging change communication strategy! 🌐

While I understand not wanting to cause confusion by communicating on all available channels, I'd argue that if there is a consistent voice, message, and objective, using as many platforms as possible is beneficial. For example, in a former large-scale internal change, I used our intranet, email, knowledge base, and reminders during in-person events to communicate the same information. This increases the chances that the message will be received and understood.

Putting the change in context and keeping it in language that is relevant and accessible to the stakeholder is important to getting buy-in and support. I also like to relate the change to previous initiatives or change efforts that the stakeholder has experienced and share what is staying the same.

One thing I have found most helpful is start by creating a central communications toolkit or playbook that outlines messaging guidelines, communication plan, visual assets, training materials, governance, feedback mechanisms etc. Starting with a central communications toolkit ensures that all stakeholders work within a clear and consistent framework across all platforms and helps to identify and mitigate against potential risks.

Define the core, enterprise messages first by bringing together key change senior leaders and functional experts to ensure alignment. Alignment always needs to precede communications; otherwise, you're going to be doing clean up. You should be able to codify your core messages on one page. These messages should address the case for change, vision/end state, strategy to get there, and the key behaviors needed to support the transformation. These are the core messages that then can be customized for the various audiences and vehicles. Every communication should ladder back to the core messages in some way to reinforce their importance.

In the realm of change communication, storytelling can be a powerful catalyst. Tailor your narrative to the specific industry; for instance, in shipping, weave a story of navigating uncharted waters successfully. In banking, craft a narrative of financial transformation akin to a strategic investment journey

In addition to adapting messages, consider creating platform-specific content snippets, like short videos or infographics, to cater to diverse audience preferences. Harness the power of interactive elements; for instance, conduct polls on Twitter or host Q&A sessions on LinkedIn.

Taking advantage of the functions and features of different platforms can increase engagement with the material and lead to better understanding. It can also be helpful to use one centralized location for the most detailed information. For example, an email may contain high-level bullet points on change updates, and a link to a wiki or intranet page with more in-depth information.

Each platform has its own unique features and audience demographics. Understand how users interact, the tone used, and the content preferences on each platform. Adapt the tone and language of your message. While adapting, maintain consistency in branding, messaging, and your overall voice across different platforms. Platforms like Instagram, Pinterest, and TikTok are more visual, so include images, videos, or infographics to complement your message. On platforms like LinkedIn/Twitter, consider attaching documents or articles for more detailed information. Use platform-specific hashtags or keywords to increase visibility and engagement. Use platform analytics to analyze the performance of your messages and adjust your strategy accordingly.