The way an organisation communicates is everything. Both externally and internally – whatever your business goals – your communications require their own game plan.
Your Communication Strategy needs to address the pain points of your audience, highlight your key messages, identify how you will convey your ideas – and where you will deliver your content.
Without a clear message, or a well researched launch plan that includes platforms and a customer journey – even the best change management initiative can fall flat. This is why your communication strategy should be a top priority. And it should be delivered by experts, who have experience in this space.
Active Listening in Change Communication Strategy
When it comes to communication – empathy is key. We believe sharing your ideas in a language your audience will understand and empathise with, will ensure greater engagement and a more positive result.
Kevin Oaks and the Culture Renovation have led the way here with the Comprehensive Listening Strategy. It stipulates that before an organisation embarks on a culture renovation, there’s a very basic first step. Data needs to be gathered from the workforce to understand how employees view the existing culture. An Active Listening approach should then be adopted, to help uncover attitudes and issues under the surface – and provide early warning signals. But it’s about more than this! It’s also about developing a true understanding of employee sentiment and the culture in which employees work every day.
Once senior executives have this knowledge about the culture they have today and what it represents, a strategy can be created that addresses these issues and speaks to what matters to them.
Once we know what we need to say – it’s time to put together a strategy on how we are going to say it.
Here at the Change Executive, we understand communication and language is so much more than grammar and syntax. It’s about asking, listening and responding appropriately. It’s about the true value of storytelling, taking the audience on a journey.
Experience has shown us that even well crafted content can lead to backlash. Sometimes a beautifully written email with the best intentions can be poorly received – if it arrives at the wrong time, without consultation. Your communication strategy should take all these things into account. From timing and placement through to imagery and tone – everything needs to be considered. We will begin by analysing what you’re already doing. Which channels are working – which can we adjust?
After using the Active Listening method to gain valuable information from your workforce, we will craft a solid bank of key messages that speak to their concerns. We then work out where and how they should be placed, according to where you are on your change journey.
Our assistance to your organisation is flexible and will depend on your needs. We can assist with:
- Hosting a live survey, workshop or community conversations
- Creating a comprehensive strategy
- Communication collateral as part of your roll out (images, posters, illustrations, blogs, social media posts, guidebooks, photography, email campaigns)