Whether it’s a shift in strategy, a restructuring initiative or new processes, the effective communication of that change makes the difference between confusion and clarity, resistance and engagement.

Head of Insight Paul Jones shares our practical framework to help you communicate change with confidence, empathy, and impact.

1 Be clear about the change taking place

Before you communicate anything, make sure you understand what’s changing, why it’s happening, who it really affects, when it will take place and how it will be implemented. Clarity at this early stage ensures your message is grounded and consistent. Also, what are the comms outcomes required? And how will you track and measure whether you’ve achieved them?

2 Know your audience

Different groups will care about different aspects of the change. Tailor your message accordingly:

• Employees want to know how it affects their roles and routines
• Managers need to understand how to support their teams
• Customers or clients may need reassurance or updates.

Empathy starts with understanding what matters most to each audience to tailor content accordingly.

3 Use a clear, empathetic tone

Change is often unsettling, so irrelevant platitudes or boardroom babble won’t cut it. Your tone should acknowledge concerns, emphasise support and reinforce the benefits – in plain English.

4 Right message, right channel

Use a mix of formats to reach people effectively:

• Emails, newsletters or films for formal announcements
• Town halls and team meetings for discussion and Q&A
• One-on-one conversations for sensitive or personalised updates
• Visual aids like infographics or timelines to simplify complex changes.

5 Be authentic and transparent

People appreciate honesty and are more likely to accept change when they understand the reasons behind it. Share what you know, what’s still a work in progress and what steps are being taken to get answers. Transparency builds trust – even when the full picture isn’t yet clear. Can leaders help to amplify the direction and context? Don’t overpromise – be realistic about what’s involved, and what the benefits are.

6 Invite feedback and questions

Create space for dialogue through surveys, open forums, Q&A sessions, feedback forms or suggestions boxes. Listening is just as important as speaking when it comes to change. Use the feedback to refine your approach.

7 Follow up and stay visible

Don’t let the conversation end after the initial announcement. Keep people informed with progress updates, success stories and any changes made in response to feedback. Consistency and visibility help to reinforce your message and build momentum.

Final thought:

Communicating change isn’t just about delivering information. It involves guiding people through uncertainty with clarity, empathy, and purpose. Done effectively, it can turn resistance into resilience and confusion into commitment.