Communications is often an under‐valued component of change and organisational life and yet is essential to developing and delivering change. A plan for communicating with internal and external stakeholders can often be an ‘after-thought’, hastily compiled when a change initiative is about to be rolled-out or only considered when a problem or crisis emerges.
Articulating the vision, purpose and way forward, mobilising for action and constructive engagement, reducing resistance and delivering on goals are all supported by and enabled through effective communications. This requires planning, structure and discipline and an understanding of the need to and a willingness to vary the use of communications tools and approaches. To maximise impact, communications plans need to be integrated into the change planning early on, focus on results, be tailored and engaging.