Effective Change Management: The Role of Communication IABC – San Diego May 18, 2011 Sharon Lieder Lieder Consulting Group 1

 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 3  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

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 5

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 6

Possible Roles - 2  Support the Change Agent  Facilitate employee discussions  Write stump speeches  Conduct surveys .  No role or late in the process 7

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 8

CHANGE PLAN 9 2. Harmonize and Align Leadership 1. Challenge the Current State 6. Evaluate and Institutionalize the Change 5. Guide Implementation 4. Nurture & Formalize a Design 3. Activate Commitment ©ASTD

Challenge the Current State Challenge the Current State

Gather & Analyze Data  Findings  Options and Opportunities  Recommendations 11

12 Establish a Need Compelling Business Case

Assessing Organizational Readiness General Considerations:  Size of Change  Current Internal Stress  External Impact  Change History  Supportive Culture  Clear Internal Processes People Variables:  Workforce Talent  Executive Leadership  Skilled Change Agents  Management Support Resources:  Time Commitment  Money  Access to Workforce  Structural Flexibility 13

Harmonize and Align Leadership Harmonize and Align Leadership

Change Management Roles 15 Change Leader Change Management Team Change Agent

A Change Leader’s View for Success V isionary I nspiring E nthusiastic W isdom How would you help here? 16

Creating & Sharing a Compelling Vision 17

Designing Communication Plans  Identify People  Identify the Specific Information  Identify the Methods  Identify the Timeline 18

Activate Commitment Activate Commitment

Build a Critical Mass Commitment Chart 20 O No Change Commitment O X X6. OX5. XO4. X3. O2. XO 1. Make Change Happen Help Change Happen Let Change Happen Key Players

Understand Reactions to Change  Innovators  Early Adaptors  The Early Majority  The Late Majority  Laggards 21

Activity  Identify a recent change you resisted.  Why did you resist?  What would have helped you to accept it more easily? 22

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 S urface the resistance H onor the resistance I dentify the kind of resistance F ind out what resister would prefer T hank the person 24

Nurture and Formalize a Design Nurture & formalize a Design

Selecting and Using Metrics  Purpose  Track progress  Celebrate accomplishments  What to set  Project itself  Change management success 26

Guide Implementation Guide Implementation

Change Agent Role Q uery executives U pdate management teams I mplement capacity-building efforts C reate transition strategies K now the informal leaders E ngage stakeholders R each out to the naysayers 28

Evaluate and Institutionalize the Change Evaluate and Institutionalize the Change

Avoiding Regression  How to make the change stick!! .  What role could you have here? 30

Your “Take-Aways” .......... 31

If I can be of help….. Sharon Lieder

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Definitions  Change  to make or become different Synonyms:  Alter  Modify  Vary  Communication  “Shared meaning” 35