The document outlines a 3-step process for developing an internal communication strategy to communicate a change or innovation. Step 1 involves identifying and analyzing relevant stakeholders, including supporters and critics of the project. Step 2 is communicating the change and its benefits to stakeholders by creating a compelling story that addresses their goals and motivations. Step 3 is spreading information about the change internally using different channels and content based on the level of involvement and change required.

1. Ma
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ng A
For Pla
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2. CHANGE / INTERNAL
COMMUNICATION
1. 2. 3.
Identifying and Communicating the Spreading the
Objective: analyzing relevant change/innovation change/innovation
To develop a three stakeholders and its benefits to internally
step strategic basis for stakeholders
communicating a
change/innovation
internally.
Internal
Change Communication
Communication
Your Project Title: _____________________________________________
Hannes Ley: The Story of Change, Day 2
Ruta N Innovation Management Program, Medellín, April 2013

3. IDENTIFYING STAKEHOLDERS
WHO ARE THEY?
Supporters (in favor of project) Critics (not in favor of project)
Identify the supporters
and critics of your
project. You can use
ranks, positions, and/or
divisions instead of
specific names.
Explain why supporters
or critics could or could
not be in favor of your
project.

4. IDENTIFYING STAKEHOLDERS
THE SUPPORTER PERSONA
Position and function in the company
How long has the stakeholder been working for your company?
In what rank is your stakeholder (CEO, leadership, subordinate, etc.)?
What is his/her professional situation?
What bonds does your stakeholder have within the company? Which ones are the strongest?
Is the stakeholder influential? Who does the stakeholder influence?
Goals/Attitude/Behavior
What is his/her motivation in the company? What are his/her goals in the company?
Title
Job Title/ Description What topics, fields, divisions, etc. is he/she interested in?
IPS (Assumption) What does he/she cherish in his/her co-workers?
Anything else?
Your relationship
Who in your group has the best relationship with the stakeholder and why? Who could be most influential?

5. IDENTIFYING STAKEHOLDERS
THE CRITIC PERSONA
Position and function in the company
How long has the stakeholder been working for your company?
In what rank is your stakeholder (CEO, leadership, subordinate, etc.)?
What is his/her professional situation?
What bonds does your stakeholder have within the company? Which ones are the strongest?
Is the stakeholder influential? Who does the stakeholder influence?
Title Goals/Attitude/Behavior
Job Title/ Description What is his/her motivation in the company? What are his/her goals in the company?
IPS (Assumption) What topics, fields, divisions, etc. is he/she interested in?
Anything else? What does he/she cherish in his/her co-workers?
Your relationship
Who in your group has the best relationship with the stakeholder and why? Who could be most influential?

6. COMMUNICATING THE CHANGE
CREATE AND TELL A COMPELLING STORY
THE PROBLEM
YOU ADDRESS:
YOUR PROJECT
SOLUTION:
YOUR GOAL:
WINNING THE SUPPORTER CONVINCING THE CRITIC
What is your
project's potential
benefit for the
stakeholder?
How could you
establish a win-win
situation for you
and the
stakeholder?
What story will you
tell the stakeholder
and how will you
package it?

7. SPREADING THE NEWS
INTERNAL COMMUNICATION
Now that you have talked to the stakeholders, you will need to spread the news internally. How would you communicate your
project in order to achieve different levels of change (vertical axis)? Articulate your message according to the levels of
involvement (horizontal axis).
Content
UNDER-
STANDING
(AND ACTION)
Content
ACCEPTANCE/
Levels of Change
ALIGNMENT
Content
OWNERSHIP/
ENGAGEMENT
Content
AWARENESS
TELL SELL CONSULT JOIN
Levels of Involvement

8. CHANNELS
INTERNAL COMMUNICATION
Now think about the media you will use to bring across your message. What media/tools will you use to communicate your
change/innovation?
Media
UNDER-
STANDING
(AND ACTION)
Media
ACCEPTANCE/
Levels of Change
ALIGNMENT
Media
OWNERSHIP/
ENGAGEMENT
Media
AWARENESS
TELL SELL CONSULT JOIN
Levels of Involvement