Put change front and center when you communicate

Effective communication doesn’t just inform. It should change behavior. Look for change opportunities in every email, blog post or video you create.

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Ideally, if read an email or watch a video, I don’t just learn something I didn’t know before. I change my behavior because of the communication, and I’m now able to do my job better.

That’s the real purpose of internal communications, right?

Internal communications should be designed to change behavior. Otherwise we shouldn’t be wasting employees’ time with yet another email, blog post or article. What’s the point of asking someone to spend time reading an article or watching a video if it’s not meant to change behavior or help employees do their jobs more effectively?

This adds complexity to our already challenging jobs as communicators, but our success hinges on reaching colleagues with compelling messaging.

To develop effective change communications, we must know three things:

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