Change Management
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Words can have a great impact on change – The hidden power of words

A good communication strategy is at the heart of any successful change management process. It is important that an effective communication strategy is defined about the reasons, the benefits, the plans and proposed effects of that change.

The communication strategy needs to address the key questions

  • What are the objectives?
  • What are the key messages?
  • Who are we trying to reach?
  • What information will be communicated?
  • When will information be disseminated, and what are the relevant timings?
  • How much information will be provided, and to what level of detail?
  • What mechanisms will be used to disseminate information?
  • How will feedback be encouraged?
  • What will be done as a result of feedback?

The key to communicating is to use multiple platforms or media to communicate the same message. And you will probably have to communicate the same message three to six times, before the message is heard and understood.

If you manage people, your words have much more weight than you may realize

A blind and homeless man sits by the side of a building hoping for some spare change, but no one seems to notice him or care. A stranger walks by and changes the message on his sign and suddenly the homeless man’s fortunes change. Watch this extremely good video about the importance of how you communicate things.



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Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement and development and change management. International experience from management positions in Denmark, Germany and Switzerland View full profile


December 27, 2012 7:59 am

Word is everything for living togethere as social animal.So we need to be careful whenever we speak. I mean that we need to control our tongue and speak words that develop and comfort our audiences.It must be seasoned by salt so that we may  express ourseleves without affecting others.


December 28, 2012 3:54 pm

I could’nt agree more the power of words used in comunication strategies is paramount to success the only thing I would like to add is “know your audience” young verses old as strategies will need to be tailored to suit thats probably the most important aspect of successful change.

Torben Rick

December 28, 2012 4:14 pm

paulmilano – young verses old, very good point


December 29, 2012 6:49 am

We are social animal for the mere fact that we are capable of understanding each other through communication media.Or else we are like instinct animal who does not understand each other through communication.The strategy you are talking about must be crafted by human word so us to be understoond by end user.So we cannot have understandable media without the use of word.


December 29, 2012 6:59 am

We cannot understand each other in the absence of communication media.the strategy we are going to craft should be communicated to the end user through a communicative word.Or else it is difficult to have understandable enviroment without word.This communication media differentiate us from instinct animals who do not have understandable and shared media.As regard to human being we are social animal wh are capable of creating understandable enviroment with help of GOD THE SOURCE OF ALL LIFE.


December 29, 2012 4:24 pm

BAYISSA MILKESSA I completely agree however now that communication to others is becoming a worldwide event the beliefs, faiths and social understanding of people is a very complex business as you rightly say one of the most important things is to select words that will not offend your audience in order to get maximum penetration with the minimum amount of confusion or disagreement.

Sergio Camargo

January 6, 2013 8:54 pm

In my experience in this fielda, I have found 3 important aspects: 1) Identify correctly your stakeholders (understand what and how they need information, their influence and their position regarding change) 2) Diagnose the best communication channels and pieces to distribute the information (sometimes less is more, and it helps you to stay focus) and 3) Messages… it is crucial to consider: how you are going to say it, what kind of language are you going to use, but above all, what reaction you want the employees to get from the communication.

Torben Rick

January 6, 2013 9:04 pm

Sergio Camargo – Thanks Sergio, some very good points.

Michael Zroback

January 7, 2013 2:19 pm

Framing the message is so important, isn’t it.

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