There are five considerations when change agents are preparing to communicate their ideas for change.

Firstly, how does the audience react to change? Knowing whether the audience will be receptive to new ideas or sceptical will govern how the information should be presented.

Secondly, communication should be targeted to the professional focus of the audience. Presenting information in the same way to A&E nurses, specialist doctors and management executives will not work because each person will want different information.

Thirdly, if the audience reports to the change agent then leading by example is essential. People look for actions before believing words.

Fourthly, adapting the message to people’s personal motivators and perspective will allow them to see what benefits they will receive from adopting the changes.

Finally, ensuring that the execution framework is well thought out and will succeed is essential because if changes fail to succeed the likelihood that people will agree to future changes reduces.

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