IABC Canberra New Paradigms for Change Communication Adrian Cropley, ABC, FRSA President Cropley Communication Melbourne, Victoria, Australia Twitter@acropley.

IABC CanberraNew Paradigms for Change Communication

Adrian Cropley, ABC, FRSAPresident

Cropley CommunicationMelbourne, Victoria, Australia

Twitter@acropley

© Cropley Communication 2014 | 2

Lets explore

• The context for change • The impact of change on individuals and organisations• Identifying stakeholders – what are their likely reactions• Managing change fatigue and implementing cultural

change• Building leadership competence in managing change

and people in the journey


The context

Towers Watson 2013- 2014 Change and communication ROI study


Top three comms activities unchanged, but…

Source: CEC 2012 Resource Allocation Benchmarks


Globally, less than 1 in 5 believe a leader will tell the truth on a difficult issue


Old sources of information are no longer the most powerful

• 75% of people don’t believe companies tell the truth in advertising• 9 out of 10 consumers online trust recommendations from people

they know• 7 out of 10 consumers online trust opinions of unknown users• 78% of consumers trust peer recommendations• 61% trust family and friends, and customer reviews over

manufacturers, experts or retailers

Discussion:• What does this mean for the way organisations communicate?

Arthur W Page Society – Building Belief


Impact of change

“There is nothing more difficult to carry out, nor more doubtful of success, nor more dangerous to manage, than to initiate a new order of things. For the initiator has enemies in all those who profit by the old order and only lukewarm defenders in those who would profit from the new.”

Niccolo Machiavelli


Reaction

Time

Shock Reaction Acceptance Action

Time

Reaction

Denial

Blocking

Anger

Accepting

Seeing

possibilities

Positive future

planing

New stability

Exploring

Current stability

Commitment

Cropley Communication


IndifferenceActive Resistance

AcceptancePassive Resistance


Our stakeholders


Can’t & Will

(Coach)

Can & Will

(Empower)

Can’t & Won’t Can & Won’t

(Counsel)

Willingness

to change

Ability

to change

Participate Delegate

Tell Sell



Reputation valley

Shock Reaction Acceptance Action

Time

Reaction

Denial

Blocking

Anger

Accepting

Seeing

possibilities

Positive future

planing

New stability

Exploring

Current stability

Commitment Cropley Communication 2008


What we should do

Shock Reaction Acceptance Action Commitment



Change fatigue

Ivey Business Journal 2006


Time to Change

Amount

of change

Change Fatigue

What are we dealing with here?


Focus on the big picture

• Can a number of changes be communicated as one

• Is there a logical path – Story?• Communicate in simple terms• Celebrate milestones and take it off the

radar


What does this mean for cultural change?

Values

Brand



Where it fits

Source:AA group


Building leadership competence





Tips from Ipsos Mori

Three things tend to deteriorate automatically in situationsof change:

• Employee perception of leadership visibility

• Employee understanding of organisational objectives

• Employee perception of being kept informed


How leaders are judged

• What are you saying?

• Do you care?

• Can I trust you?

• How will you support me?

What

they do

What

they say

How

they say it


Leaders should understand the audience

Impact of project on employee

High

Low

Employee interest/concern HighLow

CONCERNED AND RIGHTLY SO!

Engage and involve

NOT CONCERNED/ BUT SHOULD

BE

Wake up call!

CONCERNED BUT DON’T NEED TO

BE

Educate and reassure

NOT CONCERNED AND NO NEED TO

BE

Explain

Source: Bill Quirke


The new Paradigm

• Change is constant• Trust continues to shift• Leader action not words• Be where the

conversation is

Image-Extrovertdiary.blogspot.com

IABC CanberraNew Paradigms for Change Communication

Adrian Cropley, ABC, FRSAPresident

Cropley CommunicationMelbourne, Victoria, Australia

Twitter@acropley

IABC Canberra New Paradigms for Change Communication Adrian Cropley, ABC, FRSA President Cropley Communication Melbourne, Victoria, Australia Twitter@acropley.

Documents

change change fatigue

communication roi study

stakeholders slide

belief slide

acropley slide

journey slide

radar slide

impact of change