Last updated on Jun 28, 2024

You're facing pushback from stakeholders on new communication methods. How can you get them on board?

When introducing new communication methods within your organization, it's not uncommon to encounter resistance from stakeholders. They might be accustomed to traditional channels and wary of change. To navigate this challenge, it's crucial to understand their concerns, demonstrate the value of new methods, and engage them in the transition process. By addressing their needs and highlighting the benefits, you can turn skeptics into advocates for innovation in corporate communication.

1 Understanding Resistance

It's essential to grasp why stakeholders might resist new communication methods. Often, it's due to comfort with the status quo or fear of the unknown. To get them on board, take the time to listen to their concerns. Are they worried about the learning curve? Do they doubt the effectiveness of these new channels? By identifying the root of their hesitation, you can tailor your approach to address specific issues and alleviate their apprehensions through clear explanations and reassurance.

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2 Value Proposition

Convincing stakeholders starts with a strong value proposition. Explain how the new communication methods will benefit them directly. Will these tools save time, improve efficiency, or enhance decision-making? Show how the proposed changes align with the organization's goals and their personal objectives. By making the benefits tangible and relevant, you can shift their perspective from seeing change as a risk to viewing it as an opportunity.

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Paula Dianezi

Communications Strategist | Internal Communication | Engagement Initiatives | Community Outreach | Events Design | Change Management
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Stakeholder management is crucial for the success of a communication project. The senior leader as a sponsor makes a world of difference! You can create the best plan, but if you don't have the support of the leadership, it won't work.

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3 Inclusive Planning

Involvement in the planning process can significantly reduce stakeholder resistance. Invite them to contribute their ideas and feedback on the new communication methods. This inclusion not only makes stakeholders feel valued but also gives them a sense of ownership in the change. Their input can lead to improvements in the implementation strategy and help identify potential pitfalls before they become problems.

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4 Pilot Programs

One effective way to ease concerns is by launching pilot programs. Start with a small group of stakeholders to test the new communication methods. This allows for a controlled environment where you can demonstrate success and work out any kinks. Positive results from the pilot can be a powerful testament to the rest of your stakeholders, showing that the new methods are not only viable but also advantageous.

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Georgia Panopoulou

Corporate Marketing & Communications | Corporate & Government Affairs | Project Management | Strategy | Industries: Financial Services, Industrial, Real Estate
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Start slow and with a few people, and then, once you get some positive results, you can use those to grow the program and onboard more people. But be careful to set targets in advance. Some things in communications are hard to measure, particularly for small businesses that don't spend on surveys and reputation assessment. However, particularly if you want to persuade senior management, you should be able to present measurable results. You could also consider industry examples as benchmarks, without however being a follower.

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5 Training Support

Provide comprehensive training and support to ensure stakeholders are comfortable with the new communication methods. Offer workshops, tutorials, or one-on-one sessions tailored to different learning styles and technical proficiencies. Ensuring that everyone has the knowledge and tools they need to succeed is crucial for buy-in. Continuous support post-implementation will also help stakeholders feel more secure about the transition.

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6 Ongoing Dialogue

Maintain an ongoing dialogue with stakeholders after the new communication methods are in place. Seek their feedback and be ready to make adjustments based on their experiences. This continuous engagement demonstrates your commitment to their needs and the success of the new channels. It also builds trust and reinforces the message that their input is valuable for the long-term evolution of corporate communications.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Katherine Rojas Tovar

Comunicadora Organizacional | Copywriter | Analista de contenidos
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Las cifras, son algo esencial. Dar la oportunidad al proyecto piloto, abrirá la puerta para entender la afinidad del contenido. ¿Qué les atrae? El resultado será nuestro principal aliado para justificar el porque es necesario sorprender a las audiencias y salir de la caja en excepciones.

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You're facing pushback from stakeholders on new communication methods. How can you get them on board?

1

2

3

4

5

6

7

1 Understanding Resistance

2 Value Proposition

3 Inclusive Planning

4 Pilot Programs

5 Training Support

6 Ongoing Dialogue

7 Here’s what else to consider

Corporate Communications

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You're facing pushback from stakeholders on new communication methods. How can you get them on board?

1

2

3

4

5

6

7

1 Understanding Resistance

2 Value Proposition

3 Inclusive Planning

4 Pilot Programs

5 Training Support

6 Ongoing Dialogue

7 Here’s what else to consider

Corporate Communications

Rate this article

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