hello! getting beyond the facts…telling the story of change...an infographic uses concise data in...
TRANSCRIPT
June 22, 2017
Getting Beyond the Facts…Telling the Story of Change
Hello!
JoanYee LindaMah
SESSION OVERVIEW
• Thechangemanagementplanvsthecommunicationplan
• Thefouroverlookedaspectsofcommunication
• Theimportanceofstory-tellingandhavingaclear“calltoaction”
• TheWHOTool™
WHEN DOES COMMUNICATION BEGIN?
Theprojectorchangecomestolife,describingthebenefitsandimpactstotheorganization.
Astrongplandefinestheactivitiesandrolestomanageandcontroltheimplementationoftheprojectandchange.
Theexecutionofplansdrivesawareness oftheneedforchangeand thedesire toparticipateinandsupportthechange.
STRATEGY PLANNING IMPLEMENTATION
GOOD, BETTER, BEST
1. Morecommunication2. Haveacommunicationstrategy3. Communicateearlier4. Moreattentiontosenior
leadership5. Morededicatedpeopleworking
oncommunication**Prosci®2011BestPracticesinChangeManagementBenchmarking
Study
A PLAN, IS A PLAN…RIGHT?
ChangeManagement
Plan
CommunicationPlan
§ Resource§ Sponsorship§ StakeholderAssessment§ ImpactAssessment&Readiness§ Learning&Development§ Measurement&BenefitRealization§ Sustainability
COMMUNICATION PLAN
• TargetAudience• CommunicationOutcomes• KeyMessages• Channel• RolesandResponsibilities• Schedule• Measurement
FOUR OVERLOOKED ASPECTS
1. Theimportanceofstory2. Clear“calltoaction”3. Supportthe“calltoaction”4. Measurethesuccessofyour
communication
1. THE IMPORTANCE OF STORY
Onceuponatime...• Storiesmakeinformation
memorable• Astorywillhelpensurekey
messagesarelinkedtogether
GETTING BEYOND THE FACTS
Informationgraphicsorinfographicsaregraphicvisualrepresentationsofinformation,dataorknowledgeintendedtopresentcomplexinformationquicklyandclearly.
2. CLEAR “CALL TO ACTION”
• Don’tjusttellthethestory• Beclearandbeobvious
Youwantmetodowhat?
• Checkyourcommunicationpiecestoseeiftheyhavea“calltoaction.”
3. SUPPORT THE “CALL TO ACTION”
• Ensurethe“calltoaction”canbeactedonwithenoughtimeforfollow-through
• People,processes,toolsareinplace
4. MEASURING SUCCESS
• Whymeasure?• Whatcanyoumeasure?
THE WHO TOOLTM
WHO
• Whoisthetargetaudienceforthechange?• Whoshoulddeliverkeymessages?
Notabeliever
I’mgoodwithchangebut…
Advocateforchange
TheWHOTool™
WHY and WHAT
• Whydoestheprojectorchangematter?
• Whatdopeopleneedtoknow?• Whatdopeopleneedtodo- thecall
toaction.
TheWHOTool™
HOW
• Howwillinformationbecommunicated?
• Determinethebestmixofcommunicationchannels
TheWHOTool™
OFTEN and OPEN
• Keeptheconversationgoing• Two-wayconversations
TheWHOTool™
CONCLUSION
• Communicateearlier• Usestory-tellingtolinkyourcommunication• Checkforthe“calltoaction”• Use“TheWHOTool™”togetyoustarted
Q&AThankyoutoallwhoattendedourwebinarandforyourgreatquestionsandsuggestions!Pleasefeelfreetocontactusdirectlyifyouhaveanyotherquestions.~Joan&Linda
Wereceivedanumberofquestionsonmeasurement.Theyare:• Doyouhavealistofstandardcommunicationmetrics?• Measuringisthehardest– especiallyifthereisnotbuiltinanalyticsmethodwhenworkingwithaclient.Anysuggestionsother
thanpolls?• Iamalwaysinterestedinanytoolsandtacticsusedforcommunicationmeasurement• DoyoumakeuseofChangeAgentsto“measure”thesuccessofcommunications?
Ifyouhavea“calltoaction,”likely,thereisametricthatcanbesetagainstit.Forexample,ifa“calltoaction”istohavepeoplesignupforaninformationsession,somemetricscouldbe:thenumberofregistrations,thenumberofquestionsabouttheinformationsessionandthenumberandtypesofquestionsattheinformationsession.
Measuringcommunicationisachallengeandthemetricormeasurementusedmayalsodependonthecommunicationgoal.Forexample,ifthecommunicationgoalis“inform”thenametriccouldbethenumberofcommunicationtacticsthatwereusedto“inform”andhowoftenpeoplewere“informed.”Ifyouareusinganintranetarticleasthe“inform,”youcouldtrackthenumberofclicksonthearticleorifthe“inform”isthroughemailandyourorganizationhasthecapability,trackthenumberofopenedvs.unopenedemails.
Also,youcouldcheckwithyourITdepartmenttoseewhatcapabilitiestheyhavetosupportyourmeasurementgoals.
Q&AWhatadvicedoyouhaveforhandingrumours?Rumoursareatrickytohandle,especiallyiftherumourisaboutsensitivematters.Trytouncoverandunderstandtherootcauseoftherumour.E.g.,istheresomethingthathasgoneunaddressedandpeoplearelefttofillinthegapswiththeirownideas?
Ifyoutorespondtotherumourbyprovidingfactsorinformationthatprovidesclarityfortheissue,thiscanhelpdispeltherumor.Itwillalsoshowtransparencyandthatyouarelistening,haveheardtherumourandareaddressingit.
Anyadviceforwhentherearedisclosureconstraintsandcommunicationisdiscouraged?Ouradvicewouldbetofindoutwhatyoucancommunicate.Ifyouareinasituationwherethereisalegalorregulatoryconstraint,workwiththeseexpertstodeterminewhatcanbestated.Insomecases,youmayneedtostatethatforconfidentialofregulatoryreasons,youarenotabletodisclosecertainpiecesofinformation.However,youwillcommittocommunicatingwhatyoucan.
Youmayalsobeabletoreferpeopletopublicsourcesofinformatione.g.,corporatewebsiteforpublicannouncementsorpublicregulatorysites.
Doyouseparateoutchangecommunications(theWHO)andtrainingcommunications(thedetailsontactics)oraretheypartofthesameplan?Foraholisticview,theyshouldbepartofthesameplanorintegratedwiththetrainingplan.
Doyouhaveastory-tellingtemplate?Wedon’thaveonerightnow.Butweencourageyoutokeepintouchwithusasweareworkingonothertoolsandtemplates.
Q&AWouldyoutalkmoreaboutthe“CalltoAction?”We’reimplementingamajorsystemchange,andwe’recommunicatingoveralongperiodoftime.SoI’mnotsurewhattypesof“callstoaction”mightwork.Withoutknowingthedifferentphasesofthesystemchangethatisplanned,the“calltoaction”willdependonthegoalofeachphaseofthechangeandwhotheimpactedend-usersorstakeholdersareforthephase.
Whenusinga“calltoaction,”thinkofactiveverbstostartthe“call.”Forexample,“goto,register,readetc.”
Onethingwestrugglewithisthe“branding”projectswhenitispartofagreaterinitiativethatcorporatehasnotyetbranded.Anytips?Sometips(including)somethatwereceivedfromouraudienceare:• Checkinwithinternalcommunicationsteamandengagethemtohelpyoudevelopthe“brand.”• Thebrandshouldrelatetotheprojectandhelptoquicklydescribewhattheprojectis• Keepthebrandingsimpleanduseitconsistentlyinallaspects• Alsopayattentiontohowthebrandingtranslatesintoothercultureslanguagesifyourorganizationusesotherlanguages
internally
Anysuggestionsonifyoudonothaveanin-houseresourcetodevelopandinfographic?AnInfographicusesconcisedataina visualform,itneedstobeabletotellastorythatmakessensetoyouraudiencewithoutthemneedingthebackgroundinformation.Keepitspecific,relevant,andtargetedtoyouraudience.Thelayoutshouldbesimpleandhaveimpact.
Herearesomeresourcesthatweresuggested:CANVA hasinfographictemplates- www.canva.com,Istockphoto.com,Shutterstock.com, Piktochart.com , Adobeillustrator