Your Business Coach: Communication is crucial during change process

Sarah Stephens: Successful organizational change initiatives are founded in a clear vision that is effectively communicated to the masses in a manner which motivates them to make personal changes.
BY SARAH STEPHENS Published: July 15, 2012
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In order to remain profitable and productive in today's global market, organizations must become proficient in leading change. Today's fast-paced environment forces organizations to continually grow, change, and adapt in order to survive and thrive. New competition, products and technologies force organizations to keep up or fall behind in the market.

Successful organizational change initiatives are founded in a clear vision that is effectively communicated to the masses in a manner which motivates them to make personal changes. A leader must be able to effectively communicate a vision for the future in a way that people will understand and want to follow. People cannot change unless they have a clear understanding of what is expected of them and have been given the necessary tools and resources to make personal changes. A communication plan is an important step to ensure that the message is clearly broadcast to the appropriate individuals, in a manner that they will hear, at a time that makes the information relevant. The communication plan should outline who, what, when, and how the change will be communicated to the general employee population.

Who: A lack of communication can drive employees to seek out information from other, often unreliable, sources which can lead to incorrect information, rumors, and uncertainty. Providing information to all employees can help prevent this.

What: While it is important to be honest and not hide potentially negative aspects of the organizational change, information should be communicated in a way that remains motivating and upbeat.

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