Techniques For Managing Change -

What information a consequence of feedback?

- what exactly are the aims?

- How much advice will be supplied, messages?

- What mechanisms will probably be utilized

The essential PSYCHOLOGICAL questions your communication strategy have to address

Regarding the mental resonance facet of the communications, John Kotter makes the point that great change leaders are great at telling visual stories with high mental impact. Kotter illustrates this the anecdote of Martin Luther King who didn't stand up before the Lincoln Memorial and say: "I've a fantastic strategy" and illustrate it with 10 good reasons why it turned out to be a great strategy.

William Bridges focuses around feature of the change and the emotional and psychological impact - and introduces these 3 easy questions:

(1) What is changing? Bridges offers the following guidance - the change leader's communicating statement must:- Clearly express intent and the change leader's understanding

- Link the change to the motorists that make it necessary

- "Sell the situation Communication strategy before you try to market the solution."

- Not use jargon

(2) What will really be different due to the change?

(3) who is planning to lose what? Bridges maintains that the situational changes are as easy for companies to make as the people affected by the change's psychological transitions. Transition management is really all about seeing the specific situation through the eyes of the other man. This is a view predicated on empathy. It is management and communicating process that recognises and affirms people's realities and works with them to bring them through the transition.

5 guiding principles of a great change management communication strategy

So, in outline the 5 directing principles of an excellent change management communication strategy are as follows:

- Clarity of message - to ensure actual two way communication

- Resonance of message - to ensure acknowledgement and relevance

- Precise targeting - delivery and the psychological tone of the message

- Timing program - to reach the right people together with the appropriate message

- Feedback process - to reach timely targeting

Failure reasons varied and in change management are many. But one thing is painfully clear.

The cause is a deficiency of communication as well as lack of clarity. This is what a Programme Direction based approach to change is all about and why it so significant.

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