When we are going through a big change, especially change that was unplanned, it can be difficult to stop and communicate the process with our stakeholders. Not only are we consumed with managing our evolving processes, but it’s hard to speak with certainty when things are fluid. When you think about speeding down an unfamiliar hill on your bike, it’s probably not your first instinct to narrate your every move.
Still, change management experts tell us that now is not the time to keep quiet. Even when our process is in flux, it is to our advantage to communicate early and often with stakeholders to ensure we are telling our own story and not leaving space for blanks to be filled in by those that are not fully informed. Does the idea sound daunting? Not sure where to start?
The role of strategic communication during change management cycles is a popular topic any day, but the shift of our world on its axis has propelled this discussion to the front of the interwebs. There’s a plethora of sound guidance to be had and, for once, an almost unanimous agreement: A good change management strategy requires a detailed plan that considers each of your stakeholder groups and addresses the fears associated with their particular investment.
In this downloadable eBook, Change Management: The Role of Strategic Communication, offered by Brighter Strategies, you’ll be walked through the Change Cycle and the corresponding exercises of developing your communication strategy. You’ll also learn why Stage 2 is the most dangerous stage, making Stage 1, straight out of the gates, the most important time to start communicating and telling your story.
Example: Here’s a great little video created by VIN for the veterinary community to communicate with their clients why it’s been difficult to schedule an appointment.
Why has my veterinarian been SO busy? from VIN Practice Communications on Vimeo.
If you were a frustrated client, would you still be upset after watching this? Or does the vulnerability, clarity, transparency, and your-safety-first messaging have you making a note to send a thank you message (with a hug inside) to your own veterinarian right now?
If we want our community to have our back during times of transition, we have to remember to take them along for the ride from the beginning. Tell your story before someone tells it for you. Show your stakeholders how you are not only adapting but thriving (or at least trying to) in the face of crisis. Talk to them even when you are just trying something out.
Have you created a video similar to the one VIN created? We’ll be talking about communication during transition for the next few weeks and we’d love to hear from you. Email us at sheltermedicine@ucdavis.edu and tell us about your communication strategy with your stakeholders. How are you training staff to communicate with clients? What you’re noticing is really resonating with your community members? Would you try anything differently next time?
