Explain why communication is important in successful implementation of innovation and change

Communication is key in any change and you cannot over communicate when asking your organisation to change. Communication is important when preparing people for change and can make a difference between failure or success of the change process.

Time of change is when people are feeling insecure and are desperately seeking clarity. If the change is not properly communicated you are almost likely to encounter resistance and instead of actuate information being disseminated, rumours are likely to instigate which can be infectious throughout the organisation poisoning the change process with inaccurate information, which can lead to failure.

All these bad rumours can cause ill effect amongst employees leading to low morale and issues with staff retention.

Whilst if you partake an open communication approach to your change, you are more likely to have employees who are engaging and embracing the change. They will then become team players championing your change and leading others, spreading a positive attitude throughout the organisation. All this will lead onto improved staff morale and increased productivity.

The change project team need to communicate consistently, frequently, and through multiple channels, including meeting, emails, video links, training, focus groups, bulletin boards, Intranets, about the change process.  With all this communication employees are more likely to have a positive attitude and help provide solutions to the change and not grow problems.

It is also important that you use the correct form of communication to meet the level at which the change is. For instance the type of communication required for a company merger will be very different to the introduction of a new computer system. So the way a change is communicate can also make or break it. Communicating the change properly and accurately in the first instance can avoid misunderstanding and frustration later down the line.

It also isn’t enough just to communicate a change, you also need to ensure that others clearly understand the proposed change. This can be achieved by providing questions and answer sessions or feedback forms.

Ensuring good communication and involving your staff throughout the lifecycle of the change process is key to a successful change.

Always celebrate success, by celebrating the achievement and acknowledging everyone, you establish a track record of success, which will make things easier the next time change is needed.