Hersey and Blanchard (1988) argue that communication is a key process skill required of change agents to get others to understand and accept change. Drawing on the work of Bennis (1984), Carnall (2003) view this as involving an ability to communicate clear objective, to be consistent and to ensure that others understand and are aware of the reasons and intentions of change. These three competencies Carnall labels as; the management of attention, the management of trust, and the management of meaning (see also Carnall,2007). Paton and McCalman (2000) also identify a number of guidelines on effective communication and change, namely
- To customize the message to ensure that it is set at an appropriate level to be understood by the intended audience.
- To set the tone of the message so it does not offend or seem patronizing.
- To recognize that communication is two-way process and that feedback is essential.
- To do as you say (to practice what you preach)
- To use the appropriate medium to ensure penetration, so that the message reaches those it is intended to reach in the time required.