Tips on making your change comms stand out
If your change communication feels like a rinse-and-repeat of your last project, it might be time to shake things up because let’s face it: people are drowning in information, and your carefully crafted cascade is probably leaking more than it’s landing. It’s not that your content is wrong, but rather that it’s competing with a hundred other priorities and attention spans shaped by TikTok, Teams, and tight deadlines.
So, how do you get your message to rise above the noise and actually stick? Here are five practical, creative approaches to help your change comms hit home.
1. Create characters
Forget generic lists of role changes and task updates. If you want people to understand what change means, you have to show them what it looks like. Create relatable character profiles that illustrate what a "day in the life" looks like before and after the change.
You could try something like: Freddy Finance used to juggle three outdated systems. Now he’s navigating one streamlined platform.
Characters give your comms a human face and help people connect emotionally. Bonus points if they reflect your real workforce—diversity matters here too.
2. Let your stories lead
Facts tell, but stories sell and in change, they can transform disengaged audiences into curious ones. Use storytelling to explain why the change is happening, how it’s impacting people, and what success looks like. Here are a few formats to try:
The “What If” scenario: Paint a picture of a better future to spark imagination.
The classic arc: Cast the problem as the villain, the customer as the victim, and your organisation as the hero.
Personal reflections: A short, honest story from a leader about their own learning curve can be more powerful than a dozen bullet points.
Analogies and metaphors: Comparing your change to something familiar can demystify the complex. (Things like a rotten piece of fruit affecting the whole bowl.)
3. Get visual
If people don’t “get” the change, it may not be because of what you’re saying but how you’re showing it. Try replacing paragraphs and PowerPoints with a visual model or framework. A diagram, timeline, or even a simple sketch can help people make sense of abstract ideas quickly. Don’t stress, your graphic design skills don’t have to rival a creative agency. A simple Canva diagram or hand-sketched metaphor often does the trick. It’s about clarity, not complexity.
4. Showcase what’s working
Change comms too often focuses on blockers or everything that’s going wrong. It’s worth remembering that there’s power in spotlighting the ‘bright spots’, where people or teams are already doing great things in the new world. Find and share stories where the change is working well and then highlight them. These real-life examples not only validate the change effort, they model success for others and create positive momentum.
5. Rethink the messenger
It’s tempting to default to the CEO or executive team when a big announcement is needed. However, most employees are actually more influenced by their direct manager, or even a trusted peer.
Instead of relying solely on top-down comms, you should try to:
Equip frontline leaders with ready-to-use talking points, visuals, and FAQs.
Identify and empower peer influencers, not just the same-old “change champions” but the people others naturally listen to.
Meet people where they are: Whether it’s a team huddle, a Friday update email, or a WhatsApp group, use channels people actually pay attention to.
Change comms doesn’t have to be dull. With a little creativity and empathy, you can create messaging that not only informs but inspires.
