Always be the best source of information.
– Communicate early and often.
– Speak from the audience’s perspective.
– Share everything you can, honestly (don’t spin).
Communication is the most important form of support people receive when going through a work transition. It’s also one of the biggest enablers of successful change because it aligns everyone on their understanding of what’s changing, why it’s necessary, how it will affect them and what they must do to adopt it.
Setting up a frequent and consistent communication schedule creates the expectation that people will receive regular updates from leaders and the project team. Communicating honestly in ways that your audience can relate to creates the perception that these messages are the best sources of information. You must regularly communicate even when there is nothing new to share. If you don’t, rumors and speculation fill the void, and such counter-narratives will seem credible, distract people and increase anxiety.
AUDIENCE PROFILE TOOL: What are my audience's communication preferences?
Test your messages with a few members of your audience to avoid (or at least be prepared for) adverse reactions.