Change communication requires critical examination of three major areas: transparency and clarity, humanity and emotion, integration and participation. If all these aspects are taken into account, the organization is well equipped for successful change.
Transparency and Clarity
Fact-based communication that informs at the right time reduces the danger of gossip and rumours taking over. Clear communication and transparent information help to make the current status of change tangible. This creates trust and gives all stakeholders a sense of knowing where they are.
Humanity and Emotion
In addition to ‘hard’ figures, data and facts to demonstrate this and prove that, ‘soft’ aspects are particularly important for people in change processes. Allowing sufficient space for discussion of ambiguities, uncertainties and criticism of the change process helps to make willing participants out of opponents. Or to put it another way: Emotions should not and need not be suppressed – it is a matter of dealing with them appropriately. Employees will acknowledge this with gratitude, and openness to change will increase.
Integration and Participation
Integrating the perspectives of employees and managers makes change communication what it should be: tangible and meaningful. Through cooperation with communications experts and creative agencies, change communication becomes an experience that takes people seriously and gives them confidence.