What big agencies get wrong about change comms

And what to do instead

Change is rarely neat. It’s more likely to be messy, complicated and non-linear, which is why big agencies and consultancies love to bring in structured models to make sense of it. But sometimes, those models can get in the way.

I experienced exactly this at one of my in-house roles. A consultant came in and insisted on shaping all our comms around ADKAR (Awareness, Desire, Knowledge, Ability, Reinforcement). It’s a solid, tried and tested framework - really useful for thinking through the building blocks of change. But it’s not a communications strategy. 

So, when the consultant was hell-bent on applying everything we did to this model, it was pretty grating to say the least. We ended up spending way too much time negotiating around it. It was distracting, frustrating, and ultimately, removed from the change that was actually happening. It was an operational change - clarity was needed, not theory. 

If you’re currently staring down the barrel of a lovely bit of change comms, here’s a few things I think are important to remember: 

1. Don’t force a model just because it’s familiar (or it sounds fancy)

Use frameworks like ADKAR to inform your thinking, but don’t let them rule the structure and tone of your messaging. Not everything fits. Models are neat. Change, much like the rest of life, is messy. 

2. Don’t spend more time explaining the process than the change 

People need to know what’s changing, what it means for them, and what they need to do. Keep that front and centre. Keep talk of phasing, models and frameworks out of the way.

3. Don’t forget you’re speaking to humans

Forget about what the model says about where people ‘should’ be, and find out where they really are. Talk to people, ask for feedback, don’t be scared about what you’re going to hear, and try not to take it personally. 

4. Don’t over complicate the plan

You don’t always need a 40-slide strategy. Often, a simple timeline, a manager briefing and a few well-timed nudges can work wonders.

5. Don’t confuse repetition with duplication

People need to hear things more than once - but that doesn’t mean saying it the same way every time. Reinforce, and use the benefits of repetition, but don’t duplicate efforts, and don’t simply rely on copy and paste. Keep it relevant, and useful.

So what does good look like?

Start with what’s actually changing for people. Focus on impact, timing and support. Use models to guide your planning, not your messaging. 

The best change comms are shaped by what people need, not what theory says.

Need a hand tackling change comms in your organisation?

We’d love to help - get in touch for a fuss-free chat about how we could support you and your business through change: https://www.cosymeerkat.co.uk/contact