--- title: 5 practical principles for creating communications that work description: In this article we outline easy, practical advice on how to get communication right during times of change. image: https://blog.changefirst.com/hubfs/Creating_Communications_that_Work.jpg --- [![Changefirst_logo_Hubspot.png](https://blog.changefirst.com/hs-fs/hubfs/Logo/Changefirst_logo_Hubspot.png?width=174&height=61&name=Changefirst_logo_Hubspot.png "Changefirst_logo_Hubspot.png")](http://www.changefirst.com) [Contact us](https://changefirst.com/contact-us) [+44 (0) 1444 450777](tel:+44-0-1444-450777) [Solutions](https://www.changefirst.com/change-management-solutions) ### Solutions Change Management Solutions matched to your specific business needs. #### [![orgainizations](https://blog.changefirst.com/hubfs/orgainizations.jpeg) For Organizations Engage more of your people in change with a cost effective and scalable solution that builds sustainable capability.](https://www.changefirst.com/change-management-solutions/organisations) #### [![consulting-firms](https://blog.changefirst.com/hubfs/consulting-firms.jpeg) For Consulting Teams Digitalize and differentiate your Change Management practice, quickly on-board new hires and create ‘sticky’ client relationships](https://www.changefirst.com/change-management-solutions/consulting-firms) #### [![change professionals](https://blog.changefirst.com/hubfs/change%20professionals.jpeg) For Change & Project Experts Deliver strategic projects, support Executives through continuous change and add new tools, skills and Certification to your playbook](https://www.changefirst.com/change-management-solutions/change-and-project-professionals) #### [![technology companies](https://blog.changefirst.com/hubfs/technology%20companies.jpeg) For Technology Companies Take advantage of the missing ingredient in your Adoption Services model. To drive higher adoption rates for clients and improve renewal rates](https://www.changefirst.com/change-management-solutions/technology-companies) #### [![drive up adoption](https://blog.changefirst.com/hubfs/drive%20up%20adoption.jpg) Drive up adoption Focus on engaging people in your technology roll-out projects. To drive successful adoption and deliver projected business outcomes](https://www.changefirst.com/business-issues/drive-up-adoption) #### [![deliver projects](https://blog.changefirst.com/hubfs/deliver%20projects.jpg) Deliver projects more succcessfully Get business-critical projects delivered right, first time. By ensuring you have more change capability and higher engagement levels](https://www.changefirst.com/deliver-projects-more-successfully) #### [![build ECM capacility](https://blog.changefirst.com/hubfs/build%20ECM%20capacility.jpg) Build ECM capability Change is no longer the ‘secret sauce’ of a few individuals in your organisation. So creating the capacity for business-critical changes is crucial](https://www.changefirst.com/build-ECM-capability) #### [![upskilling of teams](https://blog.changefirst.com/hubfs/upskilling%20of%20teams.jpg) Quickly upskilling your teams Make change everyone’s business by getting consistent change skills, tools and support to distributed and remote teams](https://www.changefirst.com/business-issues/upskilling-of-teams) #### [![agile change management](https://blog.changefirst.com/hubfs/agile%20change%20management.jpg) Develop an agile change culture Create an agile Change culture by fostering a mind-set that 'change is your business'. As part of an enterprise-wide approach](https://www.changefirst.com/business-issues/agile-change-management) #### [![credibility](https://blog.changefirst.com/hubfs/credibility.jpg) Gain credibility and differentiate yourself Gain the credibility you need to deliver effective Change inside your organisation and differentiate yourself from the rest of the crowd](https://www.changefirst.com/gain-credibility-and-differentiate-yourself) [Products](https://www.changefirst.com/change-management-products/roadmap-pro) ### Products This will be the products group #### [![roadmap pro](https://blog.changefirst.com/hubfs/roadmap%20pro.jpeg) Roadmap Pro® - digital OCM platform Transform the way Change Management is planned and executed across your organization. With digital skills, methods and tools for faster, more sustainable business result](https://www.changefirst.com/change-management-products/roadmap-pro) [Training](https://www.changefirst.com/training) ### Training Role-relevant training solutions for leaders, their teams and professionals to build rapid, sustainable change capabilities #### [![executive](https://blog.changefirst.com/hubfs/executive.jpeg) Leaders, Heads of Business & Steering Teams Executive Bootcamps - learning for senior leaders tasked with sponsoring strategic change and building sustainable Organisational Change Capability](https://www.changefirst.com/training/executive) #### [![change agent](https://blog.changefirst.com/hubfs/change%20agent.jpeg) Change, Project and Internal development professionals Robust, action focused training course and certification for CMOs, PMO and anyone helping leaders drive major business change](https://www.changefirst.com/training/change-agent) #### [![local teams](https://blog.changefirst.com/hubfs/local%20teams.jpeg) Line Managers, local teams, HRBPs & Communication Experts Workshops and learning development programs focused on compelling change communication, sponsor behaviour, assessing people risks, data driven planning and effective engagement.](https://www.changefirst.com/training/manager-and-local-teams) #### [![on demand individual](https://blog.changefirst.com/hubfs/on%20demand%20individual.jpeg) Employees, large groups & accidental/new change agents Learning ‘on-demand’ to introduce key change management methods and development coaching to build help individual resilience.](https://www.changefirst.com/training/on-demand-individual) #### [![change projects introductory](https://blog.changefirst.com/hubfs/change%20projects%20introductory.jpg) Project and Programme Managers (Introductory) Learn a structed approach to people-change processes, activities and measures designed to improve project success](https://www.changefirst.com/training/change-projects-introductory) #### [![change projects intermediate](https://blog.changefirst.com/hubfs/change%20projects%20intermediate.jpg) Project and Programme Managers (Intermediate) Initiate local change initiatives right, first time and in a people - centred way](https://www.changefirst.com/training/change-projects-intermediate) #### [![train the trainer](https://blog.changefirst.com/hubfs/train%20the%20trainer.jpg) Train-the-Trainer Build an internal community of Change Experts and create agility in your internal Change Training](https://www.changefirst.com/training/train-the-trainer) #### [![](https://res.cloudinary.com/changefirst-media/uploads/Content_Licencing_Menu_Sized_TP_84ed8849b6.jpg) Content licensing Licence our proven Change Management materials and establish a standardised approach to delivering change across your organisation](https://www.changefirst.com/training/content-licensing) #### [![certification](https://blog.changefirst.com/hubfs/certification.jpg) Certification Recognise your investment in Change Management training and development with individual and organisational level Certification](https://www.changefirst.com/training/certification) #### [![coaching and consulting](https://blog.changefirst.com/hubfs/coaching%20and%20consulting.jpg) Application Coaching and Consulting We provide 6 week to 6 month partner packages that enable us to partner with you to accelerate your change success](https://www.changefirst.com/training/application-coaching-and-consulting) [Methodologies](https://www.changefirst.com/methodologies) ### Methodologies This will be the methodologies page group #### [![pci](https://blog.changefirst.com/hubfs/pci.jpeg) PCI® - People - Centred Implementation Changefirst’s research-based, highly practical, results-oriented methodology, for planning and executing the people-side of change, to achieve sustainable organisational results](https://www.changefirst.com/methodologies/pci) #### [![pai](https://blog.changefirst.com/hubfs/pai.jpeg) PAI – Personal Adaptability Inventory PCI® People-Centred Implementation Changefirst’s proprietary psychometric, with development system, help leaders and their teams develop resilience and adaptability for change](https://www.changefirst.com/methodologies/pai) [Resources](https://www.changefirst.com/resources) ### Resources All the resources you need to help build your Change Management capability. #### [![resources](https://blog.changefirst.com/hubfs/resources.jpeg) Whitepapers Download our latest Change Management whitepapers.](https://www.changefirst.com/resources) #### [![videos](https://blog.changefirst.com/hubfs/videos.jpeg) Videos Watch our latest Change Management videos.](https://www.changefirst.com/resources#videos) #### [![blog](https://blog.changefirst.com/hubfs/blog.jpeg) Blogs Read our latest Change Management blogs.](https://blog.changefirst.com/) [About us](https://www.changefirst.com/about-us) [Contact](https://www.changefirst.com/contact-us) Solutions [For Organizations](https://www.changefirst.com/change-management-solutions/organisations) [For Consulting Teams](https://www.changefirst.com/change-management-solutions/consulting-firms) [For Change & Project Experts](https://www.changefirst.com/change-management-solutions/change-and-project-professionals) [For Technology Companies](https://www.changefirst.com/change-management-solutions/technology-companies) [Drive up adoption](https://www.changefirst.com/business-issues/drive-up-adoption) [Deliver projects more succcessfully](https://www.changefirst.com/deliver-projects-more-successfully) [Build ECM capability](https://www.changefirst.com/build-ECM-capability) [Quickly upskilling your teams](https://www.changefirst.com/business-issues/upskilling-of-teams) [Develop an agile change culture](https://www.changefirst.com/business-issues/agile-change-management) Products [Roadmap Pro® - digital OCM platform](https://www.changefirst.com/change-management-products/roadmap-pro) Training [Leaders, Heads of Business & Steering Teams](https://www.changefirst.com/training/executive) [Change, Project and Internal development professionals](https://www.changefirst.com/training/change-agent) [Line Managers, local teams, HRBPs & Communication Experts](https://www.changefirst.com/training/manager-and-local-teams) [Employees, large groups & accidental/new change agents](https://www.changefirst.com/training/on-demand-individual) [Project and Programme Managers (Introductory)](https://www.changefirst.com/training/change-projects-introductory) [Project and Programme Managers (Intermediate)](https://www.changefirst.com/training/change-projects-intermediate) [Train-the-Trainer](https://www.changefirst.com/training/train-the-trainer) [Content licensing](https://www.changefirst.com/training/content-licensing) [Certification](https://www.changefirst.com/training/certification) [Application Coaching and Consulting](https://www.changefirst.com/training/application-coaching-and-consulting) Methodologies [PCI® - People - Centred Implementation](https://www.changefirst.com/methodologies/pci) [PAI – Personal Adaptability Inventory PCI®](https://www.changefirst.com/methodologies/pai) Resources [Whitepapers](https://www.changefirst.com/resources) [Videos](https://www.changefirst.com/resources#videos) [Blogs](https://blog.changefirst.com/) [About us](https://www.changefirst.com/about-us) [Contact](https://www.changefirst.com/contact-us) # [Welcome to the Changefirst Blog](https://blog.changefirst.com) # 5 practical principles for creating communications that work Posted by [Audra Proctor](https://blog.changefirst.com/author/audra-proctor)  ![Creating_Communications_that_Work](https://blog.changefirst.com/hs-fs/hubfs/Creating_Communications_that_Work.jpg?width=800&name=Creating_Communications_that_Work.jpg) **Five practical principles** The main use of communications in change is to build understanding of what we are trying to achieve. It is a critical part of building commitment to change. Well planned communication can also help people feel positive about a change and lessen the impact of resistance. The reverse is also true. Poorly planned or executed communication will cause and/or heighten resistance. **The issue**   The problem is that communication is often the only thing that change agents or sponsors can think of when it comes to creating engagement. They are often particularly fond of slides and email. Often these presentations go unread or are skim read at best. Over the last twenty years, I have never met anyone who has read one of these presentations and been motivated by them to change. Most people see them as - at best a necessary evil. Their over-use springs from a mind-set that if we put the case as logically as possible then people will buy-in and take the appropriate set of actions. A high number of organisations have become heavily reliant on written communications which goes directly against the human need for dialogue. We respond to two-way communication, so finding a way to open up conversation is a crucial step to powerful engagement processes. If you want to build effective communication plans here are five principles to follow: 1. **Listen to people**. Epictetus, the Greek philosopher, said “ We have two ears and one mouth so that we can listen twice as much as we speak” People value dialogue and conversation. Try and avoid going to all meetings with detailed, prepared presentations. They inhibit dialogue. Initiate a conversation with people. When I was working on the turnaround of an insurance company we used a concept called ‘Brown Bag Lunches’. Basically it meant anyone who was interested in the change could come to join you for a sandwich at lunch. You would talk for no more than five minutes about the change and then invite people to talk, share ideas and raise objections. People felt they had a voice and been listened to. It wasn’t a ‘miracle cure’ but it was an early part of building acceptance of the change. 1. **Leaders need to demonstrate a real commitment to communication** and be involved in the creation of the communication strategy. One of my many early scar tissues in change management comes from building change plans with my project team and then presenting them to executive teams. I would get lots of nodding heads and comments about “We are right behind you” only to find out later in the process they were right. They were miles behind me and I was on my own! Co-creation is very critical here. It can be done expertly and quickly but generally the more that executives play a role in building the plan the more they will in delivering it. 1. **Avoid gaps between what leaders ‘say’ and what they ‘do’.** Leader communication needs to be consistent with their actions. This is true of agents too. But people will pay particular attention to the actions and words of the leader in deciding what to do. [![OurMethodologyForWebsitePanelTP](https://blog.changefirst.com/hs-fs/hubfs/Blog%20and%20Website%20EbookPromoImages/OurMethodologyForWebsitePanelTP.png?width=650&name=OurMethodologyForWebsitePanelTP.png)](https://blog.changefirst.com/hubfs/CF_White_Papers/Change_Management_Methodology/Our%20Change%20Management%20Methodology%20Overview%20Jan%202021.pdf) 1. **Tailor messages to the receiver’s perspective.** We often talk in a language no one further down our organisations understands. They often also see the issues differently to us. Ths can be because of different interests, history, culture or experiences. It could be because of where they are in their life, for example, they have just left college or they are nearing retirement. But it is our job to speak to those differences. If you can connect to them, you have an opportunity to get your message across.  1. **Seek feedback and where possible take it on board.** One of our clients had a global roll-out of a change a few years ago. It was cascaded down through regions to the countries. Two weeks later an agency telephoned a sample of front-line workers in each country to ask them what they knew about the change. This survey provided a wealth of information on where countries had successfully communicated change. Countries that hadn’t were then asked to re-deliver the communication and were given coaching to help them be more effective. Our last piece of advice comes from Mark Twain. He said: “I am sorry I wrote you a long letter I didn’t have time to write you a short one.” The last point tells you a couple of things that should guide your thinking and planning for all of your Change-related communications: - Firstly, keep messages simple to ensure that they land effectively with your target audience (s) - And secondly, really take some time to think what you want to convey AND how it will be conveyed.   | [**![Ebook - CM Methodology Overview](https://blog.changefirst.com/hs-fs/hubfs/Ebook%20-%20CM%20Methodology%20Overview.png?width=305&name=Ebook%20-%20CM%20Methodology%20Overview.png)**](https://info.changefirst.com/our-change-management-methodology-how-pci-helps-you-implement-change)   | Interested in delivering effective Change as part of a structured approach?  Download a copy of our [Change Management methodology ebook](https://info.changefirst.com/our-change-management-methodology-how-pci-helps-you-implement-change) which explains how 6 critical success factors can help you leverage a proven approach which is being leveraged by a wide range of organisations globally.  [![DOWNLOAD NOW](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/2401974/4b990c9e-60fa-4272-b777-668257fd2abd.png)](https://hubspot-cta-redirect-eu1-prod.s3.amazonaws.com/cta/redirect/2401974/4b990c9e-60fa-4272-b777-668257fd2abd)   | | --- | --- |   ![Audra Proctor](https://blog.changefirst.com/hubfs/Audra200x200.png) Posted by [Audra Proctor](https://blog.changefirst.com/author/audra-proctor) Audra is Managing Director at Changefirst and has over 30 years' experience of enabling organisations leaders and their teams to deliver complex Organisational Change. She leads an amazing, diverse team of highly experienced multi-industry Change Practitioners, Consultants, Coaches, Trainers, Technology Experts and trusted Strategic Partners to help organisations to deliver more effective Change through their people. Audra is a regular speaker at events focusing on Change and Transformation globally on a number of key themes including Agile Change Management and the use of digital in Change and Transformation. Find me on: [LinkedIn](https://www.linkedin.com/in/audraproctor/) Tags: [change communications](https://blog.changefirst.com/topic/change-communications), [employee communication](https://blog.changefirst.com/topic/employee-communication), [successful change management](https://blog.changefirst.com/topic/successful-change-management), [changemanagement](https://blog.changefirst.com/topic/changemanagement), [digitaltransformation](https://blog.changefirst.com/topic/digitaltransformation), [starting a change project](https://blog.changefirst.com/topic/starting-a-change-project) - [Tweet](https://twitter.com/share) ### Leave a comment Search Blog ### Keep me updated ### Recent Posts ### SHARE THE BLOG [![Share on Facebook](https://static.hubspot.com/final/img/common/icons/social/facebook-24x24.png)](http://www.facebook.com/share.php?u=https%3A%2F%2Fblog.changefirst.com%2Fcreating-communications-that-work%3Futm_medium%3Dsocial%26utm_source%3Dfacebook) [![Share on LinkedIn](https://static.hubspot.com/final/img/common/icons/social/linkedin-24x24.png)](http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fblog.changefirst.com%2Fcreating-communications-that-work%3Futm_medium%3Dsocial%26utm_source%3Dlinkedin) [![Share on Twitter](https://static.hubspot.com/final/img/common/icons/social/twitter-24x24.png)](https://twitter.com/intent/tweet?original_referer=https%3A%2F%2Fblog.changefirst.com%2Fcreating-communications-that-work%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&url=https%3A%2F%2Fblog.changefirst.com%2Fcreating-communications-that-work%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&source=tweetbutton&text=5%20practical%20principles%20for%20creating%20communications%20that%20work) [![Share on Email](https://static.hubspot.com/final/img/common/icons/social/email-24x24.png)](mailto:?subject=Check%20out%20https%3A%2F%2Fblog.changefirst.com%2Fcreating-communications-that-work%3Futm_medium%3Dsocial%26utm_source%3Demail%20&body=Check%20out%20https%3A%2F%2Fblog.changefirst.com%2Fcreating-communications-that-work%3Futm_medium%3Dsocial%26utm_source%3Demail) ### Posts by Tag [![](https://changefirst.com/images/Icons/Social_LI.svg)](https://uk.linkedin.com/company/changefirst) [![](https://changefirst.com/images/Icons/Social_TW.svg)](https://twitter.com/Changefirst) [![](https://changefirst.com/images/Icons/Social_VM.svg)](https://vimeo.com/changefirst) [![](https://changefirst.com/images/Icons/Social_FB.svg)](https://www.facebook.com/Changefirst-129807110363683/) [Website T&Cs](https://info.changefirst.com/website-tcs)    |     [Security Policy](https://info.changefirst.com/security-statement)    |     [Privacy Policy](https://info.changefirst.com/privacy-policy)    |     [Cookie Policy](https://info.changefirst.com/cookie-policy)