Organizational Change
Communications Strategy
Prepared by
Liz Steblay, Principal Consultant
© 2014 All rights reserved

Overview of This Summary
 This document is a summary of a proposed communication strategy and plan
to support technology initiatives and projects such as...
• The implementation of a new enterprise software such as SAP or Oracle
• The rollout of a new tool such as a password management system or single-sign-on
 The intended audiences for this summary include:
• Project Management
• Project Team Members
 This document is typically supported by detailed communications &
stakeholder management plans.
 This strategy focuses on communications designed to support the delivery of
the project to an organization; it does not address the information needs within
the project team itself.
 This particular sample strategy does not address the communication needs of
any external stakeholders (e.g. customers or vendors).
2

Overview of Change Management Components
Effective change strategy is built upon the three pillars of first establishing clarity around
purpose and objectives, then building awareness and buy-in throughout the organization,
and finally making sure that the organization has the ability to implement and sustain the
change.
Clarity
Change
Vision
Change
Change
Strategy
Leadership
Commitment
Capability
Organizational
Alignment
Go-Live Prep &
User Education
Support
& Training
Project Team
Performance
Monitor results, adjust as needed
3

Communications
Commitment
► Effective change communication includes:
•
•
•
•
•
•
•
An overall strategy that pulls people along the change
curve (i.e. gives people the information they need just
before they realize they need or want it)
Coordination across geographies of content and timing
An effective mix of mediums
Repetition of key messages over time and across mediums
Targeted messages to particular groups to address their specific concerns based
on audience segmentation
Using direct supervisors where possible to convey project details and address
concerns
A way to gather input, concerns and feedback from the organization
► Questions:
•
What are the two most effective ways that we currently communicate to end users?
•
What have stakeholders heard about the project or change so far?
•
How can we ensure that everyone is “on the same page”?
4

Change Strategy
Effective organizational change strategy is based on setting expectations correctly and
successfully managing stakeholder perceptions throughout the project lifecycle. Given
human dynamics, it is important to establish awareness and clarity about the project months
in advance of go-live and then to build commitment to the program as go-live draws nearer.
The overall goal is to have all stakeholders fully bought into the program in time for
go-live so they are ready, willing and able to adapt to the new environment.
1. Clarity
Introduction – Basic information about the program to bring everyone
up to speed (what’s in scope, why, when, where, who)
2. Commitment
Key Changes – Key terms and concepts as well as what will change
and who will be affected (set and manage expectations)
3. Capability
“Go Live” Prep – Information about new processes and systems,
policies and procedures; education & training, how to prepare
4. Sustainment
Support & Benefits Realization – Tools necessary to sustain change;
where to go for support; how change will be managed moving forward,
tracking benefits, remedial training (if necessary)
5

Objectives Through the Project Lifecycle
All stakeholders and end-users should be “pulled along the change curve”. The idea is to
be one step ahead, giving them information just before they knew they wanted it. This
proactive approach builds acceptance and confidence for the new system & processes.
Change Strategy Objectives
Commitment
•
•
Capability
Sustainment
•
•
Acceptance
Hands-on
Mental tryout
Self-concern
•
Awareness
Go-Live
Stakeholder Perceptions
Clarity
Project Lifecycle
6

Communication & Change
Key Principles
 Effective communication is the single most
important tool for facilitating organizational
change.
Change without effective
communications can result
in:
 Stakeholder acceptance and buy-in cannot
happen without effective communication.
• Increased “grapevine”
activity and the spread of
misinformation  low
morale
 Communication is not a single step or
component of change — it must be fully
integrated with project management.
 Communication is not something that is done to
a target audience; effective communication
includes two-way dialogue and an alignment of
interests. (This is where communications
dovetails with stakeholder engagement
activities.)
• Higher than expected
resistance to change 
lack of system use
• Confusion resulting from
change in the work
process and fear of the
unknown  low
productivity
 Strategically planning for effective
communication entails more than sending out
e-mails or holding a meeting.
7

Basic Communications Strategy
 Communicate via managers/supervisors as well as directly to end users
– Communication has the best chance of changing behavior if it comes from the most desired
and trusted source: the immediate supervisor
– However, do not rely on communication trickling down through middle management; changes
should be communicated directly to the end users as well as to their managers
 Target influential people and/or end users – have them become “change agents”
or early adopters in the field
– Get buy-in of key people in each organization (Sales, Finance, Manufacturing, HR) so they
can help lead the change
– Note for Sales organizations: Salespeople are competitive by nature; they will likely copy
whatever the most successful people are doing
 Establish two-way communication so employees know that their involvement is
important and valued; this creates buy-in and support
– Solicit their input whenever feasible
– Establish a way for them to submit questions and provide feedback
 Fulfill the informational needs of the various stakeholders and end users by
“pulling them along the change curve”.
– Strategically build the end users’ awareness and acceptance of the project
– Satisfy people’s curiosity to know “what’s in it for me” (WIIFM)
– Manage people’s expectations!
8

Communication Objectives to Facilitate Change
1
Create awareness and understanding of the project (who,
what, where, when & why) among all stakeholders
2
Align with the company’s overall corporate strategy
and fiscal year objectives as much as possible
3
Create understanding of how the project ties to
other relevant initiatives (“connect the dots”)
4
Ensure that all stakeholders understand key
changes and “what’s in it for me”
5
Create positive energy and support for the project
while managing expectations appropriately
6
Establish a desire and an urgency within the
organization for the new & improved way of working
9

Overall Approach to Change Communications
1. Stakeholder Analysis
Strategic
Realignment
As Needed
3. Implement Plan &
Monitor Effectiveness
• Multi-channel & reinforced
• Authored by influencers
• Feedback loop
• Identify relevant stakeholders
• Understand context & culture
• Identify issues & questions
• Segment into groups
• Uncover resistance or barriers
Communication that is
proactive, strategic and
stakeholder-driven
accelerates and increases
the likelihood of a
successful change effort.
Proactive
Message
Creation
2. Targeted Strategy
• Audience focused
• Clear objectives
• Key messages based on
stakeholder analysis
• Identified channels & timing
Defined
Process
10

Audience Identification & Segmentation
Project Sponsors and Project Steering Teams
Executive sponsorship is critical for any project. Projects that impact non-I.T.
people need clear sponsorship from business leaders
Executive Staff
Create communications to address key areas of concern to ensure their full
support.
Functional Directors / Department Managers
Communications that focus on helping managers understand and support
the impending change is crucial for ensuring a successful implementation.
Change Agents / Influencers
Success will depend on having respected “early adopters” throughout all
geographies and aspects of the business.
End Users
People who will be impacted by the new policies and solutions as part of
their daily jobs need to be prepared and on-board prior to go-live.
Segmenting stakeholder
audiences will facilitate the
organizational change process
by:
 Ensuring active support and
change leadership from the
appropriate senior management
 Increasing business involvement
(i.e. not just I.T.)
 Engaging critical management
stakeholders
 Targeting relevant key
messages to different groups
 Maximizing buy-in and
ownership prior to go-live!
External Stakeholders (if applicable)
It’s important to realize if any vendors, customers, or partners will be
impacted. (For example, people who will need relevant reports/audits,
customers who get status or conduct business via the web, etc.) These
external stakeholders may also need to be kept in the loop and prepared for
any changes.
11

Delivery Mechanisms / Channels
Effective Mediums - Best Practice
Effective change communications tend to be more resource intensive and are characterized
by a high degree of interaction. The greater the change, the greater the need for “in person”
communications.
1 to 1
meetings
Try to use as much
as possible
Dept. / Staff
meetings
Change
complexity
Roundtables &
workshops
Executive
briefings
Try to use only to create
general awareness
E-Mail
messages
Intranet
Newsletters
Noticeboards
Audience coverage
12

Commitment
Communications vs. Engagement
► Key Principle of Change Communications
• Communication should not be “done to” a target audience;
effective communication includes two-way dialogue and an alignment of interests.
(This is where communications dovetails with stakeholder engagement activities.)
► “Communications” are things that are published, spoken or sent – primarily passive,
unidirectional messaging
► Engagement activities are dynamic interactions between two or more people
 Both are needed for effective change management!
Communication Activities
Engagement Activities
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Emails
Videos
Newsletters
Handouts
Intranet postings
Posters and flyers
Voicemail messages
Bulletin board postings
Large-scale conference calls
(e.g. quarterly meetings)
Presentation materials
•
•
Meetings and working sessions
Q&A sessions
Interviews & focus groups
Town-hall meetings
Phone conversations
“Lunch & Learn” events
Small-scale conference calls or
virtual meetings
Unscheduled office “drop-bys”
Informal hallway conversations
13

High Level Communications & Engagement Strategy
Change Strategy Objectives
Clarity
Commitment
Tier 1
• Engage 1:1 • Engage 1:1 to • Communicate • Engage in
Stakeholders
to validate
vet solutions,
progress
issue
project
timeline and • Engage 1:1 or in resolution,
• Senior
scope,
costs
small meeting
removal of
Leaders
regarding risks
obstacles
• Key Decision business
case and
and issues
Makers
priority
Tier 2
Stakeholders
• Project Team
• Project
Contributors
• Extended
Team
Members
• Provide project • Engage in
• On-board
updates
testing
project team
members (e.g. • Engage in
gathering
project kick
off); ensure
requirements
understanding
of purpose
and scope
Tier 3
Stakeholders
• Change
Recipients
• Tangential
stakeholders
• Create project • Provide more
details about
awareness
what will be
(what it is,
why,
changing and
why
approximate
timing, etc.)
• Show sample
reports, walk
through
process
changes, demo
functionality
and/or share
screen shots
Capability
Sustainment
• Discuss business • Provide updates on
readiness plans,
adoption and
ask for support
success metrics
(value realization)
• Assist with
business
readiness
activities
• Share success
metrics
• Publicly
acknowledge and
thank team and
contributors
• Celebrate success
• Provide guidance • Share tips,
communicate wins
on why/how to
to build momentum
adopt changes
• Engage in training on successes
• Engage in feedback
• Distribute
and improvement
reference
efforts
materials
• How to get help
14

Timing of Key Messages
Change Strategy Objectives
Clarity
Prerequisites
• Clarify objectives,
purpose of the project
• Clarify “framing” (a
separate initiative or part
of something else?)
Communicate the
business case
• Why do we need this?
• What will change? What
will stay the same?
• What are the major
benefits?
• What will we lose (if
anything)?
Explain scope and
timing
• What is the timeline?
• Who is involved?
(sponsors, key project
leaders)
Commitment
Clarify scope and timing
• What is happening now?
• Who will be impacted?
(by geography and/or by
function)
Early Adopters / Change
Agents
• Segment audience
groups
• Gather input, understand
perceptions
Clarify impact
• Highlight what’s in it for
me? (WIIFM)
• How will this impact daily
routines?
• Target key messages to
audience needs
• Host info sessions to
explain key changes,
facilitate Q&A
Capability
Enable Feedback Loop
• Foster 2-way communication
(e.g. an e-mail address or via
change agents)
Periodic Updates
• Explain progress to date,
including any changes in
timeline, scope and/or
approach
• Continuously manage
expectations; build support
• Publish case studies if
applicable
• Publish results of testing or
pilot program
Sustainment
Go-Live Announcement
• Inform all employees of
new process, tools
• Recognize project team
• Reiterate how to get help
Periodic Updates
• Share tips across regions
• Publicize “wins” (e.g.
usage statistics, success
stories)
• Recognize & reward
• What’s next?
Preparation for Go-Live
• Hold training / workshops
• Encourage hands-on practice
if applicable
• Distribute quick reference
guides and/or “survival
guides”
15

Sample Communications & Change Plan
Communication Plan Sample
ERP Phase II Upgrade
Notes:
 This plan does not outline all Org. & Change Management activities – only those related to Communications, Training, or
Stakeholder Management (building buy-in).
 This plan is arranged chronologically.
 This plan is a working document, managed and used by Liz Steblay (i.e. expect things to change some)
Legend for Objective Column (applicable to end users): Aw = Awareness, Ac = Acceptance, O = Ownership, S = Sustaining
Ref.
#
1
2
Item
Official project
announcement
Managers’ Info
Comm.
Objective
Target
Audience(s) AwAcOS
Specific Objectives /
Key Messages
1. e-mail,
2. and hardcopy




“ERP All Hands” Transactional X X
user meeting
users
4
Cut-over plan e- ERP users and X X
mail
stakeholders
(dl-ERP)
The project
team

X




6
We’re live!
ERP users and
stakeholders
(dl-ERP)
Notes

X X
Dept.
managers of
ERP
transactional
users (or all?)
ERP end users
(dl-ERP)
Timing
st
1. e-mail to dl- Mike P
Early April (1 
(Stephanie) week ideally, 
ERP

2. 3. Same info
but no later
th
+ more to
than the 14 .)
dept. mgrs.
3
Cutover Tip
Sheet
Spokesperson /
Author
Reasons for upgrade / objectives
WIIFM (benefits to users)
Approach, timeline (what we’ve
done so far, what’s coming up)
 FAQ’s
 Who to contact w/ questions



ERP users and X
stakeholders
(dl-ERP)

5
Medium
st
nd
(1 , 2 )
X X 


Overview of upcoming events and
timing (e.g. ERP All Hands meeting,
cut-over, etc.)
What they need to do (e.g.
encourage their people to participate)
What this means for the employees
in their department
(Include info from #4 below too)
Review cut-over plan and timing
Get buy-in; solidify/confirm “user
validators”
Details of cut-over plan from end
users point of view (keep it simple!)
Be sure to hi-light minimum
disruption to end user
Who to contact w/ questions/issues


Mike P.
By April 21
(Stephanie) (about a week
before the
ERP All Hands
meeting)
1. Open
Mike P,
meeting (w/ Siva
beer?)
1. e-mail to dl- Siva
ERP
2. Hard copy to
be extra
sure?
Here’s what you need to do before 1. Hard copy Siva
2. email
“Day 1” and on Day 1
Who to contact with issues/concerns
/questions
Cut-over successful; Any issues to 1. e-mail to dl- Mike and
ERP
Siva
report (“we’re aware of ___ and
working on it…”)
Congratulations to the team
Who to contact for help
Last week of 
April (by April
28)
A day or two 
after the ERP
All Hands

meeting
Cover: What Why When Who Where.
WIIFM = What’s In It For Me
Do we need anything from the end
user, i.e. confirming their access or
usage?
Idea: If it comes from the whole
S.Team, it will up their commitment /
involvement.
A graphical timeline or calendar
would be helpful
Be sure to invite the project team
Only mention the things that affect the
end user (things that they will see or
that will affect them)
“Dear ERP User, Cutover to our new
system is just 3 weeks away… here’s
what you need to do to get ready.”
Monday before
cut-over (May
15)
Monday, May 

22
Include names of team if practical
Include info on how to submit a
problem request form if appropriate
16

Summary
Commitment
► Effective change communication includes:
•
An overall strategy that pulls people along the change curve (i.e. gives people the
information they need just before they realize they need or want it)
•
Coordination across geographies of content and timing
•
An effective mix of mediums
•
Repetition of key messages over time and across mediums
•
Targeted messages to particular groups to address their specific concerns based
on audience segmentation
•
Using direct supervisors where possible to convey project details and address
concerns
•
A way to gather input, concerns and feedback from the organization – remember to
create opportunities to get people engaged!
17