Making communications land - Pertinence and proximity webinar Wednesday 6 September 2023 APM Enabling Change Specific Interest Group and Change Management Institute Presented by: Donna Unitt and Harriet Taylor The link to the write up page and resources of this webinar: https://www.apm.org.uk/news/making-communications-land-pertinence-and-proximity-webinar/ Content description: One of the most fundamental components in change delivery is communication. Whether that's the communications between project teams, to project sponsors or the impacted users, how effective we are as practitioners can have lasting impacts. In this webinar, we reviewed how communication is used to set and manage peoples expectations to minimise the chance of perceived failure. Looking at case studies provided by APM Enabling Change SIG and Change Management Institute practitioners, we explored the following considerations: 1. What capacity does the recipient have and how should that shape our comms approach - Pertinence 2. How crucial is there action at the time we send - Proximity 3. How can we ensure what we communicated was received and understood as intended and how do we course correct.

1. Making communications land -
Pertinence and proximity
Joint webinar by APM Enabling Change SIG
and Change Management Institute
Donna Unitt and Harriet Taylor
6 September 2023

2. Agenda
• Introductions
• Setting the Scene
• Case Study 1
• Case Study 2
• Summary
• Q&A
• Next Sessions
© 2023 Association for Project Management 2

3. Introductions
3

4. Setting The Scene
• Latest in a series of joint webinars between APM and CMI on change management
• Today’s topic is Pertinence and Proximity:
• Pertinence: the audience’s need – understanding the way the messages need to be received
• Proximity: when do the audience have the capacity to take on the comms, when does it become
relevant for them, how do you drip feed the message, when is the right time and the right amount
and how to best do it
• How do we know we have got the right comms right to the audience?
• Based around two case studies … but, before we start …
© 2023 Association for Project Management 4

5. Enabling Change
Specific Interest Group (SIG)
The Enabling Change SIG aims to develop and
sustain individual practitioner, team and
organisational change capability by facilitating
access to and exploration of change methods,
standards, case studies and good practices.
© 2023 Association for Project Management 5
Our mission is to:
Improve the change
capability of organisations,
teams and individuals

6. People
Specific Interest Group (SIG)
The People SIG The SIG has a vision of ‘Inspired
and inspiring project managers’ Our primary
focus groups are: Communications. Leadership
and behaviours.
© 2023 Association for Project Management 6
Our mission is to:
raise awareness, inspire
thinking and influence
opinion around people and
project management.

7. Learn more now by going to:
www.change-management-institute.com
About Us The Change Management Institute operates as a global
leader in strengthening, connecting and advancing the
change management profession.
We are committed to assisting members develop
Capability, Credibility and Connections in their
pursuit of professional excellence.

8. Case Study 1
8

9. Case Study Overview
• Existing warehouse for a large retailer
• Went form paper based system to Radio Frequency
• Introduction of a new RF based system
• Large workforce
• New to technology
• Complexities – 2 man picking
• Project Team – across 2 warehouses
9

10. Pertinence
What did the team need
• Awareness early & continuous comms
• Communications zone
• Countdown / project team
• Achievements – last two weeks / next two weeks
• Calls to action
• Shift Briefing room
• FAQ’s
• Feedback loops through the project
• Q&A sessions Tuesdays and Thursdays
• System in canteen with RF handhelds
10

11. Proximity
• Key users involved in design and testing
• Backfilling – taken seriously and costed
• First line managers as change agents – sense of control and
ownership
• Day in the life
• Training – entering with some knowledge – already on the
journey of acceptance
11

12. Case Study 2
12

13. Learn more now by going to:
www.change-management-institute.com
Case Study Overview
• Emergent programme, supporting asset management activities
• Business critical implications – operators, government,
shareholders, internal functions and existing programmes of work
• 2 year change programme
Challenges?
– High levels of uncertainty
– High decision making threshold
– Overcoming biases
The outcome?

14. Learn more now by going to:
www.change-management-institute.com
Solution
Don’t know Known
Outcomes
Known
Don’t
know
Positioning
the Change –
a useful model

15. Learn more now by going to:
www.change-management-institute.com
A closer look at Pertinence & Proximity
• Recipient capacity considerations:
– Information overload
– Conflicting messages
– Avoiding the ‘burning platform’ fallacy
• How did this shape our comms approach?
– Integration of communications into existing forums and
governance structures
– Rainbow team for content production
– Planned transition from push to pull communications
– Engagement principles that reflected our operating context
CONSISTENT
MESSAGING
PULL
OVER
PUSH
PRINCIPAL
LED
INTEGRATED
DELIVERY

16. Summary
• Regardless of your change project, pertinence and proximity will play a key part in landing
communications and changing ways of working
• Think about what else is happening in your stakeholders’ worlds – keep it simple, integrate
communications and reinforce your messages
• It’s easier to change in small steps – break it down, set expectation, appropriate cadence
• Don’t assume people get it!
• Effective communications drive engagement, and engagement of the audience is key to
successful change
© 2023 Association for Project Management 16