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We talk a lot about the importance of communication when implementing organizational change, and that’s because it really is the linchpin for immediate and lasting success. You can have a new, truly transformative system or process, but without the right communication, it still can fail. Therefore It’s crucial that you build a solid change management communication plan as your foundation before you roll out your new system. We’ll walk you through our 5-step checklist – a guide you can easily apply when implementing change within your agency or organization. 

Step 1: Whom Are You Speaking To?

Identify Your Audience

The first and fundamental aspect of your communication plan is understanding your audience. Who are the people that need to receive, understand, and execute your message?

Identify all stakeholders, including executive leaders, direct supervisors, and first-line employees. 

You should also consider: 

• Who are your change sponsors – the executives or managers who will lead and promote the change?
• Who are your peer influencers – employees whom others may look up to who can be your cheerleaders and boost engagement?

Analyzing your audience and then breaking them into specified groups will help you craft targeted messaging throughout the implementation of your organizational change.

Step 2: Craft Your Message

What Is Your Message?

Once you know your audience, define what each group needs to know in each phase of your change management communication plan. Clearly detail the what, why, how, and when of the process to meet employees’ basic-knowledge needs. 

They will, of course, need to know what’s changing, but they also need to understand why the change is necessary and how it will benefit and improve the organization or their work life. Clearly explain the difference between the old and the new, the present and the future. 

You must also define roles, actions, and expectations, anticipating questions for consistent and clear messaging. Lastly, they’ll need to know when the change(s) will happen so they are prepared both mentally and practically for process adjustments or system integrations and updates.

Your audience should also determine how you craft your message – its tone and structure. Consistency and clarity are crucial. 

Step 3: Choose Your Delivery Method

How Will You Deliver Your Message?

For each message that you create for your change communication plan, you should assess two things: Who is the best person or group to deliver it, and how should it be delivered? Your answer may not be the same throughout every phase of the change process. 

Where an executive change sponsor might be a perfect choice for your initial, high-level message, a direct supervisor might be a better choice for a more specific implementation or personal impact message.

Besides answering who in your change management communication plan, you need to answer how. What are the best communication channels for message delivery: 

• A company or department-wide meeting? 
• A targeted email? 
• A survey? 
• A small group luncheon? 
• Digital task management, social, or newsroom boards? 
• One-on-one interviews? 

Think about who is best positioned to deliver the message and in what way your message should be delivered so that it will have the most positive impact on your team and end goals. 

Make sure that roles and expectations for each of your messengers are clearly defined, and that they provide timely feedback. Provide all the necessary tools so they can perform their responsibilities accurately and efficiently.

Step 4: Perfect Timing

When Should Your Message Be Delivered?

Timing is everything. After identifying your audience, crafting your message, and choosing the delivery method, consider when to deliver each message. 

A message might be crafted to perfection, and you might have settled on the right person to communicate it, but if you deliver it too early or too late, it will lose its impact or, worse, cause a negative reaction that diminishes employee engagement and hinders your goals. In short, give your audience the message they need when they need it to ensure messages resonate positively.

Your change management communication plan template should also include recognition and celebration. Efforts should be rewarded. When stakeholders meet a goal or make a helpful contribution, acknowledge their hard work. This will, in turn, encourage further positive engagement with your goals.

Step 5: Create Feedback Channels

How Do You Gauge Success?

You need to know that your change management communication plan is working, of course – but how? The Greek philosopher Epictetus said, “We have two ears and one mouth so that we can listen twice as much as we speak.” 

A comprehensive plan will include avenues for feedback throughout each phase of the process. Establish accessible lines of communication for questions and comments. 

Your first-line employees, especially, are crucial to the overall success of your organizational change. You need them to champion your cause, and their first-hand experience will be instrumental in successfully integrating the new system or process into your agency. 

Promptly respond to feedback. Fostering two-way communication is vital for optimal employee engagement. Provide ongoing options for employee engagement to ensure the long-term success of organizational change.

Besides needing feedback channels throughout each phase of the change management process, you should provide continued options for employee engagement long after you’ve “passed go”. This will ensure the long-term health of your organizational change and the continued progress of your goals.