In first article we focused on “principles” and characteristics a communication plan has to stick to in order to succeed in order to manage change in an IT department and more in general in a working environment.
Now we will focus on how to setup the plan.
Generally speaking plan should include:
- to whom you’re going to address messages (i.e. the target/s)
- what are you going to say (i.e. the messages/s)
- through what media/event you are going to address them (i.e. the channel)
The target is the person (or more often the group) who is receiving the communication. As I said before, one of the biggest efforts is always to identify the target audience for the communication by defining homogeneous groups of people that will be affected by the content or implications of what we are going to communicate and same or different groups that need to be informed about what is changing.
Messages are what you’re going to say, and though they can have a common basis, they must be tailored for the different target groups.
But messages have also a customization throughout the life of change management:
- first of all you should start by creating awareness, which has the objective of introduce the changes to come to specific audiences. In this kind of message is critical to prepare target groups for future and so to clearly explain the purpose of the the change (i.e., prepare for what is going to change). Specifically in IT, awareness should focus on the benefits to come and the sponsorship of leadership. The more you’re clear, the better you start.
- then comes a “disclosure”, that means explaining in detail but in the simplest way the change that is coming. Message should be linked to previous “teaser” and must identify clearly the milestone/event to be the first step. In IT departments be sure to maintain a different level of detail consistent with the target you are addressing but always remember to have the big picture presented.
- then, after having the target groups comfortable with what they are facing and what it represents for them, you should start focusing on selling the benefits deriving from change and detailed impacts
- at the end of each successful milestone, you should address messages of achievement, in order to reinforce the change step by step.
The channel is the way you can address the message. The effectiveness changes a lot on the type of audience. Take your time to understand the best mix of events and remote messages. Take also in consideration the use of gadgets and old paper to reinforce the belonging to the change.



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