THE REALITIES BEHIND CHANGE COMMUNICATIONS: TALKING TO REAL PEOPLE AS INDIVIDUALS
even when there is little or no news – the drum keeps beating regardless so that when there is news it is already part of the landscape. Second, and no less importantly, there is constant monitoring of general and individual positioning on the change curve so no one is forgotten or taken for granted. By paying attention to the details and the people, the process of communication minimises the dip in the change curve and change is delivered as progression rather than cataclysm. Throughout the process stakeholders remain informed, engaged and motivated, ready to work
through and with the changes proposed, which as a result will seem like the only logical outcome. When transition is managed calmly, with all participants aware of their roles and responsibilities, the business will be prepared for growth and progress will be sustained and sustainable. Good Change Communications does not just tell the story of change; it is part of change and change is part of communication.
Adam Fergie is an independent consultant specialist in Change Communications.
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