Effective Change Management:

The Role of Communication

IABC – San DiegoMay 18, 2011

Sharon Lieder

Lieder Consulting Group1

Provide a Change Plan

Identify key communication points

Explore your role in the change process

Build the business case for expanding your role

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Types of Change

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Evolutionary Change:Gradual and incremental. Can prepare and plan.

Strategic Change:Sense of control, driving the change, or keeping pace.

Shock Change:Unexpected. Either sets you back or spurs you on

Discussion Questions

How does your organization currently manage change efforts?

What is the success rate?

What is your role typically in these change efforts?

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Failure Rate

70 percent of large-scale system implementation change efforts fail

Of these failures more than 70 percent are due to culture-related issues: employee resistance to change unsupportive management behavior

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Possible Roles

On the planning committeePrepare communication planCoach leaders on communication

approachesCoach leaders on their skillsPrepare announcements

“press kit” – internal“press kit” – external

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Possible Roles - 2

Support the Change AgentFacilitate employee discussionsWrite stump speechesConduct surveys....No role or late in the process

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Success Factors

Managers were more successful when:objectives were set and the need for

action made clear at the outset

a search for ideas was carried out

participation was used to engage people with the planned change

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CHANGE PLAN

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2. Harmonize and Align

Leadership

2. Harmonize and Align

Leadership

1. Challenge the Current

State

1. Challenge the Current

State

6. Evaluate and

Institutionalize the Change

6. Evaluate and

Institutionalize the Change

5. Guide

Implementation

5. Guide

Implementation

4. Nurture &

Formalize a Design

4. Nurture &

Formalize a Design

3. Activate

Commitment

3. Activate

Commitment

©ASTD

Challenge the Current State

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1. Challenge the Current

State

1. Challenge the Current

State

Gather & Analyze Data

Findings

Options and Opportunities

Recommendations

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Establish a Need

Compelling Business Case

Assessing Organizational ReadinessGeneral Considerations:

Size of Change

Current Internal Stress

External Impact

Change History

Supportive Culture

Clear Internal Processes

People Variables:

Workforce Talent Executive Leadership Skilled Change Agents Management Support

Resources: Time Commitment Money Access to Workforce Structural Flexibility

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Harmonize and Align Leadership

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2. Harmonize and Align Leadership

2. Harmonize and Align Leadership

Change Management Roles

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Change Leader

Change Management

TeamChange Agent

A Change Leader’s View for Success

Visionary

Inspiring

Enthusiastic

Wisdom

How would you help here?

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Creating & Sharing a Compelling Vision

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Designing Communication Plans

Identify People

Identify the Specific Information

Identify the Methods

Identify the Timeline

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Activate Commitment

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3. Activate Commitment3. Activate Commitment

Build a Critical MassCommitment Chart

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O

No Change Commitment

O

X

X6.

OX5.

XO4.

X3.

O2.

XO1.

Make Change Happen

Help Change Happen

Let Change Happen

Key Players

Understand Reactions to ChangeInnovators

Early Adaptors

The Early Majority

The Late Majority

Laggards

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Activity

Identify a recent change you resisted.

Why did you resist?

What would have helped you to accept it more easily?

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The Four “P”s

Purpose for the change

Picture of expected outcome

Plan for navigating

Part the employee will play

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Use a Process to SHIFT Resistance

Surface the resistance

Honor the resistance

Identify the kind of resistance

Find out what resister would prefer

Thank the person

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Nurture and Formalize a Design

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4. Nurture & formalize a Design

4. Nurture & formalize a Design

Selecting and Using Metrics

PurposeTrack progressCelebrate accomplishments

What to setProject itselfChange management success

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Guide Implementation

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5. Guide Implementation5. Guide Implementation

Change Agent RoleQuery executives

Update management teams

Implement capacity-building efforts

Create transition strategies

Know the informal leaders

Engage stakeholders

Reach out to the naysayers

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Evaluate and Institutionalize the Change

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6. Evaluate and Institutionalize the Change

6. Evaluate and Institutionalize the Change

Avoiding Regression

How to make the change stick!!....

What role could you have here?

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Your “Take-Aways”

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If I can be of help…..

Sharon Lieder

LiederGrp@aol.com

619-871-4696

www.LiederConsultingGroup.com

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Definitions

Changeto make or become different

Synonyms:AlterModifyVary

Communication“Shared meaning”

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