strategies for managing change - say what you mean and mean what you
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- 1. Strategies For Managing Change - Say What You Mean AndMean What YouWhat information a consequence of feedback?- What are the aims?- How much advice is going to be supplied, messages?- What mechanisms will likely be employedThe key MENTAL questions that your communication strategy need to addressIn terms of the psychological resonance feature of the communications, John Kotter makes the pointthat change leaders that are great are great at telling visual narratives with high emotional impact.Kotter exemplifies this the anecdote of Martin Luther King who did not stand up before the LincolnMemorial and say: "I have a fantastic strategy" and illustrate it with 10 great reasons why it was agood strategy.William Bridges focuses on the mental and psychological impact and part of the change - and posesthese 3 easy questions:(1) what's changing? Bridges offers the following guidance - the change leader's communicationstatement must:- Certainly express the change leader's understanding and intent- Link the change to the motorists making it crucial- "Sell the issue before you attempt to sell the solution."- Be under 60 seconds in duration(2) What will really be distinct because of the change? Bridges says: "I go into organizations where achange initiative is well underway, and that i inquire what will vary when the change is done-and noone can answer the question... a change may seem really significant and very real to the leader, butto the people who have to make it work it looks rather intangible and obscure until genuinedifferences it will make begin to become clear... the drive to get those differences clear should be anessential precedence in the planners' list of things to do."(3) Who's likely to lose what? Bridges maintains the situational changes are as easy for companies tomake as the emotional transitions of the people impacted by the change. Transition direction is allabout seeing the specific situation through another guy's eyes. This is a view depending on empathy.It is communication Comment8 and direction process that recognises and affirms people's realitiesand works with them to bring them.5 guiding principles of a change management communication strategy that is goodSo, in summary the 5 directing principles of a great change management communication strategy
- 2. are as follows:- Clarity of message - to ensure relevance and recognition- Resonance of message - the mental tone and delivery of the message- Accurate targeting - to get to the right people with the message that is right- Time program - to achieve timely targeting of messages- Feedback procedure - to ensure two way communication that is actualFailure reasons in change management are many and changed. But one thing is clear. Anyorganisational initiative that creates change - or has an important change element - has a 70%probability of not reaching what was initially envisaged.The cause of all this failure is lack of clarity along with too little communication. This is what aProgramme Direction based method of change is about and why it so important.
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