Change Management + Communication Planning

In the world of business, change is constant. But here's the key, how you manage that change can make or break your success. A strategic communications plan is the compass guiding your ship through the stormy seas of organizational change. From clear messaging to employee engagement, it's your secret weapon. It ensures that everyone is on the same page, engaged, and informed throughout the change process, ultimately increasing the likelihood of successful change implementation and organizational growth.

Communication is a key factor in any change management process, but how do you communicate change effectively to your stakeholders? One of the most popular and practical communication models for change management is the ADKAR model, developed by Prosci. 

What is the ADKAR model?

The ADKAR model is an acronym that stands for Awareness, Desire, Knowledge, Ability, and Reinforcement. These are the five stages that people go through when they experience change, and they represent the goals that you need to achieve with your communication efforts. The ADKAR model helps you align your messages and actions with the needs and expectations of your audience, and it also helps you measure the progress and effectiveness of your communication.

How to use ADKAR for communications planning?

Clarity is Key: Change can be unsettling for employees and stakeholders. A well-structured communications plan helps provide clarity about the reasons for the change, its objectives, and the expected outcomes. It ensures that everyone understands the "why" behind the change, reducing confusion and resistance. Effective communication within your organization ensures that everyone is on the same page. When your team understands the 'why,' 'what,' and 'how' of a change, they're more likely to support it.

Minimizing Resistance: Resistance to change is a common challenge. A well-executed communications plan anticipates potential sources of resistance and addresses them proactively. It provides channels for open dialogue and feedback, allowing concerns to be voiced and addressed constructively. A well-crafted internal communications plan helps address concerns, dispel rumors, and win hearts and minds, reducing resistance to change.

Engagement and Involvement: Effective communication engages employees and stakeholders in the change process. When people feel heard and valued, they are more likely to buy into the change and actively support its implementation. Communication fosters a sense of ownership and involvement. They're not just recipients of change; they're active participants.

Change is not a one-time event but a continuous process. A strategic communications plan helps embed the change into the organization's culture and ensures that its benefits are sustained over the long term.

In the ADKAR model, internal communication is the glue that holds each stage together. It keeps your team informed, engaged, and motivated throughout the journey, increasing the likelihood of change success.

A common mistake that people make when using ADKAR is treating each element (Awareness, Desire, Knowledge, Ability, Reinforcement) as separate and linear steps. In reality, the change process is often more complex and may be repetitive. Your stakeholders may be at different stages and that’s okay. 

Making a big change?

We make change easier for your organization with strategic communications planning and guidance.