Communicating change

It is vital to communicate clearly and honestly during a period of change. This does not mean telling everyone everything all of the time, however. Use your judgement to decide what's useful to say to who and when.

Plan your communications

Planning your communications can ensure you communicate the right messages to the right people, in the right format, at the right time.

First identify your stakeholders then think about:

• what they need to know or understand and when
• the specific messages you need to convey
• the communication channels which will best meet their needs.

Five Ps of change communication

During a period of change, people will generally want to know what, how and why change will happen, as well as how it will affect them. These five Ps may help you develop messages to each group:

• Purpose: why do we have to do this?
• Picture: what will it look like when we reach our goal?
• Plan: how will we get there, step-by-step?
• Part: what can (or must) I do to help us move forward?
• Prize: what impact will the change have (on the organisation, individuals, users and others)?

More top tips

Here are a few more principles of good change communication:

• Communicate regularly
• Be consistent
• Keep it simple
• Use a variety of channels
• Use images, metaphors, analogy and examples
• Don't be afraid to repeat yourself
• Lead by example
• Make sure your communications are two-way
• Be honest and transparent
• Time your communications carefully.

Want to know more?

Read our guide From Here to There: managing change in third sector organisations.