Choosing Communication Channels

What are the best avenues for our change messages?

This module shows how using a variety of communication channels can dramatically boost the comprehension and retention of messages during an organizational change initiative. It gives creative examples of different channels of communication and shows how the use of these can be planned using a communication matrix, ensuring each important message is conveyed using multiple channels and opportunities for feedback are provided along with each message.

Every Change Activation Toolkit module features

Tools &






  • Benefits

    This module will activate your organization to:

    • encourage those involved with organizational change to communicate using a wide variety of channels in order to best engage with message recipients of various communication styles
    • promote creativity and dynamism in the approach taken to change communications by using new media
    • create awareness of the limitations of communicate using PowerPoint ‘title and bullets’ style slides
    • encourage ‘out-of-the-box’ thinking among managers about how they approach communicating about change with their team members
    • create a communication matrix in order to plan how key messages will be delivered, reinforced and verified using a variety of communication channels to ensure engagement
    • prompt project managers (and process-oriented individuals) to consider that densely written documents, reports or emails are not necessarily the best way to impart information and ensure comprehension of critical messages
    • remind senior leaders and sponsors of the inadequacy of a single speech to promote lasting change behaviors
  • Learning objectives

    This module will empower your teams and individuals to:

    • understand that the use of different channels can assist with the comprehension and retention of information and messages regarding change initiatives
    • be able to identify a variety of communication channels that can be used
    • awareness of the benefits of creating a communication matrix to plan messages and the channels that will be used to ensure that those messages are understood, retained and responded to
    • be aware of common mistakes that are made whilst communicating during change initiatives

    This module is ideal for use at this stage of change implementation:

    Pre-implementationDuring ImplementationPost-implementation
  • Compatibility

    This module will boost engagement levels during the following change methodology stages:

    Change Management MethodologyStage / phase
    AIM (Accelerated Implementation Methodology)Communication
    Kurt Lewin’s Three Stage Change ModelChange: Communicate often
    Prosci Enterprise Change Management ModelImplementation: Implement integrated plan
    Prosci Change Management LeversCommunications lever
    Bridges Leading Transition Model for ChangeLetting Go: Describe change reasons
    Beckhard and Harris Change Management ProcessCommunicating and engaging
    John Kotter Eight Step Model for ChangeEstablish a sense of urgency
    ADKAR Model for Change ManagementAwareness
    The Change Leader’s Roadmap modelPhase VII – Implement the Change
    Kubler Ross Change Curve ModelDenial
    LaMarsh Change Management ModelImplement the Change
    People Centered Implementation (PCI) ModelPowerful Engagement Processes
    Viral Change Roadmap ModelEngagement
    General Electric Change Acceleration Process (CAP)Creating A Shared Need

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Choosing Communication Channels