Mastering the Human Side of Transformation: A Guide to Change Communication Strategy
- Kerrie Smit
- 2 days ago
- 3 min read
In an era of constant digital and operational shifts, the difference between a project that delivers ROI and one that falters is rarely the technology—it is the people. Navigating this complexity requires more than just a project plan; it requires a disciplined approach to human transition.
Planning Your Change Communication Strategy
Before you start communicating, you need a change communication strategy that prioritises clarity over volume. Drawing from experience leading complex transformations at in FMCG and financial services, effective communication must be segmented and purposeful.
Identify your stakeholders: Different groups have unique "pain points." For example, during a finance system migration program, we analysed impacts across twenty distinct teams in the product lifecycle to ensure no group was left behind.
Define your key messages: Keep messages consistent to prevent the "rumour mill" from filling the information vacuum.
Choose your channels: While emails are standard, high-impact changes—like complex government technology programs—benefit from multi-channel delivery, including leader packs and interactive FAQs.
Set a timeline: Timing is crucial to avoid "change fatigue."
Prepare for feedback: Create two-way channels. For a major business bank, we used onsite coaching and deployment round-tables to capture real-time feedback and mitigate resistance.
Strategy Tip: Consistency is key. You can jumpstart your documentation and ensure professional standards with our Change Plan and Communication Templates.
The 5 P’s of Change Management
To structure an organisational shift, there are many frameworks available. Underlying the best methods are strong change management principles like these 5 P's. We use (and recommend) an accelerated framework for high-potency change to ensure that every individual understands their place in the new world:
Purpose: Why is the change happening? (e.g., Compliance, as seen in past work with Universities, Banks and government)
Picture: What will the future look like after the change? Paint a clear vision.
Particulars: What specific steps are we taking?
Plan: The roadmap for implementation.
Part: What role does each person play? In our FMCG example above, we defined role-based capabilities to ensure everyone knew their "Part" in the new data maturity model.
Are you leading a high-stakes project? A Discovery Call can help clarify your "Picture" and align your leadership team.
Overcoming Resistance to Change
Resistance is a natural, biological reaction to the unknown. In my work with an Australian State government, we encountered significant mistrust; we overcame this by building a Change Agent Network—empowering staff to support their own peers through the transition. Change Agent Networks can be a powerful core component of your change communication strategy.
Strategies to overcome resistance:
Listen actively: Give people a voice without judgment.
Involve employees early: Ownership reduces fear.
Provide training and support: Equip your team with the skills they need. For another government program, we customised training for six distinct user groups to ensure competence before go-live
Embedding Change for Long-Term Success
Change is not a "one-time event"; it is a journey toward a new culture. To ensure sustainability:
Reinforce new behaviours: Use metrics and recognition to reward adoption.
Monitor progress: Track capability maturity and business readiness through tools like Jira or custom adoption metrics.
Maintain the conversation: Keep the dialogue open even after the project "closes".
Elevate Your Change Leadership
Achieving seamless change is possible when you prioritise the human element. Whether you are an independent practitioner or a corporate leader, our High Potency Change and Elevate programs are designed to sharpen your ability to lead through ambiguity, communicate change clearly and deliver lasting impact.
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