Communicating Change Flashcards
What are the cognitive biases that commonly occur during change?
- Confirmation bias - note only info that confirms existing beliefs, disregard anything else. Need to engage staff in conversation, clear comms of reasons and evidence.
- Availability bias - most readily available is most significant. Clear comms how/when issues raised dealt with. Easily accessible solutions.
- Status Quo bias - Avoid change, deny needed, or agree and no action taken. Clear comms of what will/wont change. Practical steps toy inspire action.
- Bandwagon effect bias - hop on, comms of success early & throughout. On boards spread message.
What are the 7 steps for developing a comms strategy?
Context for org change - Why we are doing it?
Analyse the audience - who we are communicating with?
Set objectives - what we want to happen?
Approaches - how we’ll go about it?
Develop messages - what are we saying?
Identify delivery of messages - who will deliver message?
Select comms channels channels - how will message get there?
What is a feedback mechanism?
Gives sender idea of how message has been received - understand as needed.
2 way process, measures effectiveness of comms.
Comms methods?
Interpersonal - F2F or small groups (2 way) - allows diff interpretation managed
Mass - large nos, web, email (1 way)
What is the aim? Level of interaction required?
What is the AIDA model?
Attention - increase awareness, significance, rationale, explanation, 1 way
Interest - after understood, benefits, consistent, q&a credible, 2 way,
Desire - what it means for me, possibilities, feedback
Action - Play active role, take action, 2 way
Steps along individuals change journey
What factors encourage engagement?
Don’t wait for full info - avoids gossip, rumours
Focus of 2 way, F2F when more engagement required - trust, support, comfort
Consider impact on individual level
Target audiences to segment info and tailor to needs
Allow plenty of time
Encourage feedback and act on it
What are the 5 best practice guidelines for effective comms?
- Identify clear, appropriate messages - simple, clear, easy to understand
- Appropriate tone and style
- Cater for preferences
- Include actions from people, where support found
Barriers to effective comms?
Emotions, attitudes, perception
Type and amount of info, language
Cultural, social, org, hierarchies
How to appeal to hearts and minds?
Symbolic actions, and symbolism - behaviour & actions impact more than presentation (role models)
Use of metaphors - understand & connect with visual of change
Narrative and stories - Engage at emotional level to make sense of info
What are the different comms channels?
Push - no influence once sent
Pull - allow access when wanted
Lean or rich?
Interactivity
Multiple layers
Format & style
What are examples of collaboration?
World Cafe
Set context, explore questions, encourage contributions, connect views, listen together for insights, share discoveries
Open space technology
Structured way to encourage advocacy conversation
What are the benefits of using social media?
Faster and richer comms with wider audience
Helps build communities and groups
What are the best practice guidelines around using social media?
Link objectives to comms strategy for change
Train people so confident in using
Guidelines on acceptable and not
Governance to monitor policy
Resource to develop content
Commitment from management for use of social media
Monitor effective as
What makes comms effective?
Provide info
Provide context
Engage people
Gather feedback and evaluate
Strategy - gives overall objectives
Plan - who, what when
Action - do
Measure - effectiveness
What’s included in a comms strategy?
Target audience Objective Key message Activities Who Timing Measure of impact
