February 6, 2025
Imagine for a moment that a big change is about to take place at your organization. It’s something that will impact everyone – and some will applaud the change, while others will grumble. Now, add that you have been given the responsibility to communicate this change.
Yikes.
How will you deliver the news? What’s the best way to do so? What do you want your coworkers to think, feel or do as a result?
While there are many appropriate possibilities, one strategy to consider is telling a story. Not the “Once upon a time” variety – something that clearly illustrates the situation. Research from Harvard Business Review suggests that storytelling can drive bold change because it can make emotional situations or complex concepts more relatable. When incorporated effectively, including a storytelling element into your message can enhance audience connection and, hopefully, increase acceptance.
One tactic that is easy to incorporate is visualization – take, for example, the opening paragraph of this blog post. Were your palms sweating when imagining yourself delivering that message? Visualization can help people imagine how work or life will be better, simpler, easier, etc. after a change is implemented.
Another storytelling strategy involves the use of images. Choosing a graphic that illustrates your story can help people remember it. Similarly, incorporating photos can make a vivid point. For example, showing photos of workplace safety hazards can underscore the importance of adopting a new health and safety strategy.
However you decide to incorporate a story – or a storytelling strategy – into your message, here are a few tips to keep in mind (and some others from Change Management Insight):
1. Consider your medium – Try to deliver your message verbally, either through a town hall or a prerecorded video. This allows you to quite literally give voice to your message and guide the sentiment with your tone and facial expressions. If you are sending a written message, structure it logically and try to be both concise and precise.
2. Simplify for impact – The foundation of persuasive communication is conveying messages simply. Identify the heart of your message and focus on that. Avoid jargon, too many subpoints, or lengthy explanations and rationale, which can distance your audience or be interpreted as giving excuses. Share your core message and provide details as necessary later.
3. Involve others before delivery – Test how your message (including your story or storytelling elements) land with trusted colleagues. Share a (confidential) draft of a written message, or practice verbal delivery in front of a small group and ask for their reactions. Are their emotional responses in alignment with your intent, or did emotional dissonance surface?
Keep in mind that telling a story, providing visuals or incorporating a tactic like visualization may not work for every change communication scenario. Sometimes, a message needs to be delivered in a concise and straightforward manner. But on the right occasion, an authentic storytelling element can build trust and enhance delivery. Whether you are announcing something sweeping, like company restructuring, or smaller in scale, like additional benefits for all family structures, considering a storytelling tactic is a thoughtful way to communicate change to the people it will affect.
Want some ideas or guidance for starting your change-focused communications with a story? Let’s connect and determine what feels authentic for you and your message.
