We talk about change communication as a category of internal communications. In fact, Tribe’s capabilities presentation has a page on Change Communications. But perhaps we should evolve our thinking on this a bit.
Every email, announcement, blog, post, recognition, video or podcast should be signaling some type of change. I read the email or watched the video. I learned something I didn’t know. I changed my behavior because of the communication. I’m now able to do my job better. That’s the real purpose of internal communications. Right?
Internal communications should be written to change behavior. Otherwise, we shouldn’t be wasting people’s time with yet another email, blog or article. What’s the point of asking someone to spend time reading or seeing what you’ve developed if it’s not designed to change behavior or help employees do their jobs more effectively.
I suppose this might add a bit of complexity or challenge to our jobs as communicators. To develop effective change communications, we need to know a few things. 1) What we want them to think or do after reading the message. 2) The gap between the existing and goal knowledge. 3) What the result will look like if we can get everyone to change a behavior.
If I read an article in the company newsletter or culture magazine, it should be more than just an interesting read. The article should educate me on what’s going on around the company and perhaps offer insights on things that I could be doing to help the company achieve its business goals or vision – and potentially change my behavior.
“I just need to make an announcement. How is announcing the winners of an internal contest change communication?” Quite often it may seem like there’s no opportunity to elevate a message beyond its basic points. In this example, instead of just announcing the contest winners, there’s an opportunity to revisit the original purpose of the contest. What were you trying to get employees to do? And how does that behavior support the goals of the company? There’s almost always an opportunity to tie the conversation back to the company’s goals.
But let’s be careful not to load these communications up with so much stuff that they stop communicating. There is beauty in simplicity. There are lots of important emails that communicate that something must be done before some date. And that’s a form of change. I didn’t know the date before I read the email. Now that I do, I’ve made a note in my to do list to have a conversation with my spouse and sign up for benefits before the window closes. That’s change too.
And keep having fun. Making your communications consistently strategic doesn’t mean they can’t also be fun. It’s important to be engaging and entertaining with your communications. But cute for the sake of being cute at the office can be quite a waste of time. We prefer strategically fun.
It doesn’t matter what you call your communications. What’s important is not missing the opportunity to affect change.
Want to make sure your communications affect change? Tribe can help.