Professional Documents
Culture Documents
Change Communications Workshop
Change Communications Workshop
22 November 2011
Page 1
Agenda
Audience segmentation
Potential pitfalls
Group discussion
Role of communications
22 November 2011
AUDIENCES
22 November 2011
Page 5
Audience segmentation
Directly affected
Stakeholders
Close interest
Wider community
Vision
Directly affected
Why is this happening?
Will anything really
change?
When will it happen?
What does it mean for
me?
Is my job secure?
Where can I find out
more?
Close interest
Why is this happening?
What impact will it have
on my work?
How will I benefit?
Where can I find out
more?
Wider community
Why is this
happening?
Will it affect my
work?
Will anything really
change?
How much will it
cost the University?
22 September 2011
Page 7
Planning
Directly affected
How will it be different?
How will my role differ?
Will my team change?
Will my manager
change?
Will my work location
change?
Close interest
What changes will
happen?
Wider community
What is changing
and why?
Is my job secure?
How can I raise issues /
concerns?
How can I get involved?
22 September 2011
Page 8
Implementation
Directly affected
What will happen over
the next few months?
How will we know if were
on the right track?
When will the changes
affecting me take place?
How can I raise
concerns?
Close interest
What changes are
happening and when?
How will they affect me?
Will the service I use be
disrupted?
How can I issues?
Wider community
What is changing &
why?
What are the
benefits?
Will it affect my
work?
How much is this
costing the
University?
22 September 2011
Page 9
High
Influence
Low
High
Urgency
22 November 2011
Page 10
CHANNELS
22 November 2011
Page 11
Communication channels
Knowledge
Attitude
Presentations
FAQs
Emails
Websites
Newsletters
Behaviour
Workshops
Working groups
Role models
Champions
Instructions
Two-way channels
Presentations
Open forums
Focus groups
Online forum
Website
When to use: to
support face-to-face
communication, esp
when there are
complex messages
Avoid: Relying on
paper as a primary
channel
Avoid: Relying on
the web as a primary
channel; sensitive
information;
changing behaviour
Face-to-face
Best for: difficult
messages; changing
peoples behaviour or
attitude
When to use: primary
channel for change
communication
Avoid: communicating
very complex or
detailed information
Primary channel
Gauge reactions
Check understanding
Correct misconceptions
Provide reassurance
Secondary channels
LEADERSHIP
22 November 2011
Page 16
COMMUNICATION NEEDS
DURING CHANGE
22 November 2011
Page 18
22 September 2011
Page 19
22 November 2011
Page 20
Monitoring progress
Potential pitfalls
Change communications
Susannah Wintersgill, Head of Internal Communications
Public Affairs Directorate
22 November 2011
Page 24