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Effective Change
Management:
The Role of Communication
IABC – San Diego
May 18, 2011
Sharon Lieder
Lieder Consulting Group
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Provide a Change Plan
Identify key communication points
Explore your role in the change process
Build the business case for expanding
your role
2
Types of Change
Evolutionary Change:
Gradual and incremental. Can prepare and plan.
Strategic Change:
Sense of control, driving the change, or keeping pace.
Shock Change:
Unexpected. Either sets you back or spurs you on
3
Discussion Questions
How does your organization
currently manage change efforts?
What is the success rate?
What is your role typically in these
change efforts?
4
Failure Rate
70 percent of large-scale system
implementation change efforts fail
Of these failures more than 70 percent are
due to culture-related issues:
 employee resistance to change
 unsupportive management behavior
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Possible Roles
On the planning committee
Prepare communication plan
Coach leaders on communication
approaches
Coach leaders on their skills
Prepare announcements
“press kit” – internal
“press kit” – external
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Possible Roles - 2
Support the Change Agent
Facilitate employee discussions
Write stump speeches
Conduct surveys
.
.
.
.
No role or late in the process
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Success Factors
Managers were more successful
when:
objectives were set and the need for
action made clear at the outset
a search for ideas was carried out
participation was used to engage
people with the planned change
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CHANGE PLAN
1.
Challenge
the Current
State
2.
Harmonize
and Align
Leadership
©ASTD
3.
Activate
Commitment
4.
Nurture &
Formalize a
Design
5.
Guide
Implementation
6.
Evaluate and
Institutionalize
the Change
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Challenge the Current State
1. Challenge
the Current
State
10
Gather & Analyze Data
Findings
Options and Opportunities
Recommendations
11
Establish a Need
Compelling Business Case
12
Assessing Organizational Readiness
General Considerations:
People Variables:
 Size of Change




 Current Internal Stress
 External Impact
 Change History
 Supportive Culture
 Clear Internal Processes
Workforce Talent
Executive Leadership
Skilled Change Agents
Management Support
Resources:




Time Commitment
Money
Access to Workforce
Structural Flexibility
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Harmonize and Align Leadership
2. Harmonize and
Align Leadership
14
Change Management Roles
Change Leader
Change Agent
Change Management
Team
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A Change Leader’s View for
Success
Visionary
Inspiring
Enthusiastic
Wisdom
How would you help here?
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Creating & Sharing
a Compelling Vision
17
Designing Communication Plans
Identify People
Identify the Specific Information
Identify the Methods
Identify the Timeline
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Activate Commitment
3. Activate Commitment
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Build a Critical Mass
Commitment Chart
Key Players
No Change
Commitment
Let
Change
Happen
Help Change
Happen
1.
XO
2.
X
3.
X
Make Change
Happen
O
O
4.
XO
5.
X
6.
O
O
X
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Understand Reactions to Change
Innovators
Early Adaptors
The Early Majority
The Late Majority
Laggards
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Activity
Identify a recent change you resisted.
Why did you resist?
What would have helped you to
accept it more easily?
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The Four “P”s
 Purpose for the change
 Picture of expected outcome
 Plan for navigating
 Part the employee will play
23
Use a Process to SHIFT
Resistance
Surface the resistance
Honor the resistance
Identify the kind of resistance
Find out what resister would prefer
Thank the person
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Nurture and Formalize a Design
4. Nurture & formalize a
Design
25
Selecting and Using Metrics
Purpose
Track progress
Celebrate accomplishments
What to set
Project itself
Change management success
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Guide Implementation
5. Guide Implementation
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Change Agent Role
Query executives
Update management teams
Implement capacity-building efforts
Create transition strategies
Know the informal leaders
Engage stakeholders
Reach out to the naysayers
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Evaluate and Institutionalize the
Change
6. Evaluate and
Institutionalize the Change
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Avoiding Regression
How to make the change stick!!
.
.
.
.
What role could you have here?
30
Your “Take-Aways”
.
.
.
.
.
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If I can be of help…..
Sharon Lieder
[email protected]
619-871-4696
www.LiederConsultingGroup.com
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Definitions
Change
to make or become different
Synonyms:
Alter
Modify
Vary
Communication
“Shared meaning”
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