When you're about to embark on a new change project at work, especially one that's poised to bring significant transformation, the pressure to produce a change communications plan can be intense. But here’s the thing: a successful comms plan doesn’t just appear out of thin air. It requires a solid foundation built on a thorough understanding of the change itself.

Before you even think about drafting that plan, there are four essential steps you need to take. These steps will set you up for success and ensure your comms plan is effective and aligned with the project's goals.

Step 1: Understand the scope of change

Before you can communicate effectively, you need to know precisely what you’re communicating about. This means gaining a deep understanding of the scope of change—what’s changing, how it’s changing, who it’s changing for, and why.

Start by identifying your audience groups and assessing their level of impact and control over the change. This can be visualised using a simple matrix (which you can find in the Change Isn’t Hard book, here):

• Low Control, Low Impact: These are your interested observers. They need to be kept informed, but that’s about it.

• High Control, Low Impact: These are your change sponsors or influencers, often senior leaders who shape the change but are not personally impacted by it.

• High Control, High Impact: These are your change leaders, typically team leaders who will play a significant role in implementing and communicating the change.

• Low Control, High Impact: These are often your end users or team members who will be directly affected by the change but have little say in how it unfolds.

Understanding where your audiences fit within this matrix helps you tailor your communications effectively, ensuring each group receives the right level of information and engagement.

Step 2: Take the brief

Next, it’s crucial to get a clear and direct brief from the project sponsor or the person accountable for the change. This step is about understanding the strategic intent behind the change and ensuring that the communications align with the broader organisational goals.

Ask questions that get to the heart of the change:

• What problem is this change solving?

• Why is it important now?

• What does success look like?

• What are the key messages you want people to take away?

This process not only helps you construct a compelling narrative but also ensures that you and the project sponsor are on the same page, preventing any misalignment that could derail your communications later.

Step 3: Create the reverse brief

The reverse brief is a critical step that consolidates everything you’ve learned into a single document, which you then share back with the project sponsor and lead for review. This document should outline the scope of change, key messages, audience impacts, and strategic goals.

The reverse brief serves two main purposes:

1. Clarity: It ensures that you have accurately captured the project’s objectives and the change’s implications.

2. Accountability: It provides a record of what was agreed upon, which can be invaluable if there are disputes or changes in direction later.

By creating and getting approval for the reverse brief, you safeguard your work and set the stage for a comms plan that is both strategic and actionable.

Step 4: Draft the FAQs

Even though questions may not have started rolling in yet, drafting a set of FAQs can be incredibly beneficial. This step helps you identify gaps in the information and ensures you have answers ready for the most likely queries from different audience groups.

When drafting these FAQs, consider:

• What are the most common concerns for each audience?

• What information is missing or unclear?

• How can these answers be framed to reinforce the key messages and strategic objectives?

Having a solid set of FAQs not only prepares you for upcoming communications but also gives you a head start on crafting clear, concise messaging that addresses the concerns of all stakeholders.

Before you start writing your change comms plan, make sure you’ve laid the groundwork with these steps because they will help you develop a comms plan that is informed, strategic, and more likely to achieve the desired outcomes.

Remember, a well-prepared communications plan is the key to successful change. So, take the time to set yourself up for success… plus, we have a bunch of templates and template packs that can help you get to the next step quickly!

Need some extra help?

If you’re looking for more in-depth guidance consider joining my upcoming Change Comms Bootcamp from September 3-6, where we’ll dive deeper into these processes. Or, you can check out my book, Change Isn’t Hard, for more tips and templates to help you navigate the complexities of change communication.