Creating a Communication Strategy

Are we prepared to manage the flow of ideas and information surrounding the change?

This module explains how a communication strategy is a crucial element in defining the overall approach and tone of change management communications. It demonstrates how the goal of change communication is to convert the need recognized by a change ‘visionary’ and convert it into meaningful, appropriately pitched messages. The module also describes the specific elements that a communication strategy includes.

Every Change Activation Toolkit module features

Tools &






  • Benefits

    This module will activate your organization to:

    • encourage change leaders to take a strategic approach to communications during change, investing time and effort in creating a guiding strategy document prior to change activity implementation and the bulk of the day-to-day communications occurring
    • brief change leadership groups prior to the creation of a change communication strategy in order to contextualize how the strategy fits within the overall change management initiative and underline its importance
    • demonstrate how those individuals who recognize the need for an organization to change may not necessarily be best equipped to communicate that need within the organization, and offer them support to ensure that the message is passed around the organization in the most adaptive manner
    • help managers and supervisors understand that although change communications are carefully coordinated, there may be some ambiguity and uncertainty from time-to-time during a change initiative
  • Learning objectives

    This module will empower your teams and individuals to:

    • understand that communication is a key activity of change management leaders, sponsors, managers and supervisors during change initiatives
    • recognize that the manner in which messages and information flows during a change initiative is one of the most important success factors for that change
    • be aware of the benefits of creating a clear communication strategy for a change initiative that guides the creation of the communication plan
    • appreciate that as change initiatives inevitably transform over time, the detrimental effects of ambiguity are partially mitigated by having a well-understood communication process and change vision

    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 ModelUnfreeze: Create the need for change
    Prosci Enterprise Change Management ModelImplementation: Create change management plan
    Prosci Change Management LeversCommunications lever
    Bridges Leading Transition Model for ChangeLetting Go: Communicate during transition
    Beckhard and Harris Change Management ProcessCommunicating and engaging
    John Kotter Eight Step Model for ChangeCommunicating the Vision for Buy-in
    ADKAR Model for Change ManagementAwareness
    The Change Leader’s Roadmap modelPhase VI – Plan & Organize for Implementation
    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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Creating a Communication Strategy