Communications professionals have a vital role in the success of organizational change, but often we are brought into the project when it’s time to issue a press release or draft a layoff notice. Blythe Campbell shares her deck on communicating change to your organization’s employees, including: • Why sharing context is critical when communicating about organizational change • Pitfalls in change communications • How communications professionals can bring value to the change process

1. Copyright 2016 Blythe Campbell
for a
CHANGE:
COMMUNICATION,
Blythe Campbell
How to Talk With Your Employees
About Organizational Change

2. Copyright 2016 Blythe Campbell
HOW CHANGE HAPPENS
CHANGE IN STRATEGY
that results in a
that results in...
CHANGE IN THE COMPETITIVE ENVIRONMENT

3. Copyright 2016 Blythe Campbell
LAYOFFS / DOWNSIZING
RESTRUCTURING
MERGERS
ACQUISITIONS
COMPANY-WIDE PAY & BENEFITS CHANGE
CHANGE IN SENIOR LEADERSHIP

4. Copyright 2016 Blythe Campbell
WHAT EMPLOYEES WANT TO KNOW

5. Copyright 2016 Blythe Campbell
WHAT EMPLOYEES NEED TO KNOW
CONTEXT
What was the change in the competitive environment
that caused the change in strategy that resulted in the
organizational change?

6. Copyright 2016 Blythe Campbell
KEY MESSAGES
WHY
WHEN
WHAT
HOW
CONTEXT
TIMING
END RESULT
PROCESS & VALUES

7. Copyright 2016 Blythe Campbell
COMMUNICATION TOOLS
TALKING POINTS
Q&A
EMAIL
PRINT
AUDIO
VIDEO
INTRANET
WEBCASTS
POSTERS
“CASCADE”
TOWN HALLS
GROUP MEETINGS
SITE VISITS
FEEDBACK

8. Copyright 2016 Blythe Campbell
PITFALLS

9. Copyright 2016 Blythe Campbell
PITFALLS
LEAKS
OBFUSCATION
FAUX DEMOCRACY
FAUX MERITOCRACY
NARCISSISM
STOMPING ON YOUR CORPORATE VALUES
MAKING PROMISES YOU CAN’T KEEP

10. Copyright 2016 Blythe Campbell
THE UGLY TRUTHS
Most change does not achieve the promised effect.

11. Copyright 2016 Blythe Campbell
THE UGLY TRUTHS
If you take too long, things will get worse.

12. Copyright 2016 Blythe Campbell
YOUR PARTNERS IN CHANGE
THE CEO - AND ASSISTANT
THE SENIOR TEAM
HR
LEGAL
EXTERNAL COMMUNICATORS
SECURITY

13. Copyright 2016 Blythe Campbell
HOW PR PROFESSIONALS
BRING VALUE TO THE PROCESS:

14. Copyright 2016 Blythe Campbell
HOW PR PROFESSIONALS
BRING VALUE TO THE PROCESS:
STAKEHOLDERS
CONSEQUENCES
INCONSISTENCIES
MEASUREMENT
BANKING GOODWILL
ENGAGEMENT

15. Copyright 2016 Blythe Campbell
“We judge our experiences not by the outcome,
but by the process.”
-JAMES KANE

16. Copyright 2016 Blythe Campbell
THANK YOU
blythe@alaskan.com