Role of Strategic Communication in Change

Introduction

Managing change through communication so that staff embrace change and the organisation experiences sustainable results is important.

Part of communications is stakeholder management, ie developing the right relationships with the different stakeholders. A stakeholder is defined as anybody who has a vested interest in the organisation, like staff, managers, clients, customers, partners, suppliers, regulators, etc. Stakeholders can be within the organisation (internal) or outside the organisation (external)

Each stakeholder's unique needs must be understood and communication efforts should target these needs.

Steps involved

i) identify your stakeholders (identify people and organisations
"...that are affected by the change, have influence or power over the change, and have an interest in the results of the change..."
Elizabeth Scott et al, 2017

ii) understand your stakeholders (analyse each stakeholder group and their possible reactions to the change; questions to stakeholders:
"...- What is your current opinion of our organisation?
     - What is your greatest source of motivation (such as money or service)?
     - What financial or emotional interests do they have in the outcome of the change initiative?
     - What information about the change initiative do they want from you?
     - How do they want to receive that information from you?
     - What is the best way of communicating your message to them?..."
Elizabeth Scott et al, 2017

This can be put in a tabulated form

(source: Elizabeth Scott et al, 2017)

NB Most stakeholders would appreciate you seeking their perspective during the change process.