Corporate communications teams are responsible for managing and disseminating information to stakeholders, including employees, customers, shareholders, and the public. However, when it comes to supporting change initiatives, corporate communications often fall short. This is because they are typically focused on maintaining the status quo, rather than driving change.

However, change initiatives require a different approach than regular corporate communications. Let’s unpack the reasons why…

For change initiatives, a specialist skill set is required that goes beyond simply relaying information. Change communications and engagement specialists are essential for change initiatives because they have the expertise to effectively communicate and engage stakeholders in the change process.

One of the main reasons why corporate communications do not effectively support change initiatives is because they are often too focused on promoting the company’s existing brand and reputation. This means that when it comes to change, they may be hesitant to communicate any potential risks or negative aspects of the change, for fear of damaging the company’s image. However, this approach is counterproductive when it comes to change initiatives because it can lead to mistrust and resistance from stakeholders who feel that they are not being given the full picture.

Change communications and engagement specialists, on the other hand, are trained to manage change in a way that is transparent and honest. They understand the importance of engaging stakeholders in the change process, and are skilled at building relationships and creating a sense of ownership among stakeholders. They are also able to effectively communicate the benefits of the change, while acknowledging and addressing any concerns or fears that stakeholders may have.

Another reason why corporate communications may struggle to effectively support change initiatives is because they often lack the in-depth knowledge of the specific change being implemented. Change initiatives are often complex and multifaceted, involving multiple departments and stakeholders. It is important for communications professionals to have a deep understanding of the change in order to effectively communicate its purpose, goals, and impact.

Change communications and engagement specialists are trained to work closely with project managers, subject matter experts, and other stakeholders to gain a comprehensive understanding of the change. This enables them to effectively communicate the details of the change in a way that is clear and easy to understand. They are also able to identify potential communication gaps or issues and develop strategies to address them.

Finally, change communications and engagement specialists are essential for change initiatives because they understand the importance of measuring the success of the change. Effective change communication is not just about disseminating information, but also about monitoring stakeholder feedback, measuring the effectiveness of communication strategies, and making adjustments as needed. This requires specialised skills and expertise that go beyond the scope of regular corporate communications.

To conclude, while corporate communications are an essential function for any organisation, they are not always equipped to effectively support change initiatives. Change communications and engagement specialists are essential for change initiatives because they have the specialised skills and expertise to effectively communicate and engage stakeholders in the change process. By working closely with project managers, subject matter experts, and other stakeholders, they are able to ensure that change initiatives are successfully implemented and embraced by all stakeholders.

By Karen Gibbard, Head of Communications & Engagement at CMC Partnership Consultancy Ltd.