Corporate vs. Change Communication: Is All Communication Created Equal?

We all know how important it is to communicate.

I think we would also agree that corporate communication has a critical role in supporting the leaders in an organization.

Where we could disagree is to say that "all communication is created equal". 

Specifically, is the typical corporate communication the same as change communication?

From my perspective. they are not created equal. Both are important, but drive different outcomes.

I like to think about it like this.

• Corporate Communication is organization-wide and focused on what the leaders want the employees to know about the organization. This includes quarterly results, new partnerships, employee benefits and events.
• Change Communication is focused on providing employees with the information and knowledge they need to do their job. The messages are tailored based on the employee's role, and what is changing for the employee and their team. The shared content is designed to increase the employees' awareness and understanding of how the change will impact them, how they will need to work differently, and what support they can expect along the way.

When an organization is going through change, it isn't enough to only provide information at an organizational level.

Change is personal. It requires each employee to change their habits, behaviours and ways of working. This requires a Change Communication approach. Understanding the psychology of change is important to successful communication among all. 

Things to consider when preparing a Change Communication plan.

1. Content needs to resonate both emotionally and logically with all involved in the change.

2. The tactics chosen need to provide 2-way communication and conversation.

3. Leaders need to be prepared to lead conversations with their teams using both active listening and powerful questions. Your employees know more about the day to day process to help Leaders understand and consider change impact.

4. Be intentional about creating opportunities for employees to be involved. Leverage Change Champions to increase transparency and increase clarity at a personal level. 

"By understanding and addressing the human elements of change, organizations can navigate transitions more smoothly, emerging stronger and more resilient on the other side. In this context, effective corporate communication isn't just about disseminating information—it's about creating a shared vision, fostering trust and empowering individuals to embrace change as an opportunity for growth." - Leslie Poston, Forbes Councils Member. Read more of the full article HERE.