Communicating Effectively During Times of Change
By the SolutionsATI Communication Team
Change is never easy, but it doesn’t have to be chaotic. Whether rolling out new technology, shifting company direction, or rethinking internal processes, an organization's approach to communication during change makes all the difference.
At SolutionsATI, we regard communication not merely as a support tool but as a strategic asset when things are in motion. Good communication is an advantage if you have it. It's a liability if you don't.
So, what does effective communication look like when everything’s shifting? Let’s break it down.
Start Early—And Keep Going
One of the biggest mistakes organizations make is delaying the communications plan rollout.
The moment change is on the horizon—even if every detail isn’t locked in—it’s time to start talking. Employees don’t need perfection; they need transparency. That early outreach builds trust and helps calm uncertainty before it snowballs.
One message won’t cut it, so establish a realistic cadence:
Weekly updates during active phases
Monthly check-ins during sustainment or ongoing transitions
Quick-hit communications when decisions land
A consistent cadence gives employees something to count on—and keeps momentum moving.
Match the Medium to the Message
Not all channels work for all messages. At SolutionsATI, our communications team tailors delivery just as carefully as the content itself:
Email works for broad announcements and summaries
Live meetings help address nuance and encourage real-time dialogue
Video adds warmth and authenticity - especially from leadership and is great for generating excitement
Visual guides or job aids make understanding easy
Chat platforms like Slack or Teams help maintain steady, informal contact
Using the right mix ensures that messages don’t end up in the deleted folder without having been read, keeps the audience engaged, and delivers with maximum impact—resonating with stakeholders and driving action.
Be Clear, Be Brief, Be Human
When change hits, employees crave clarity. That means:
Plain language
Short sentences
Concrete next steps
Be careful not to lose the human touch. Acknowledge what others may be feeling. Appreciate their flexibility. And don’t hesitate to show a bit of vulnerability—it fosters connection, rather than doubt.
Create Space for Feedback
Communication isn’t a monologue—it’s a dialogue. Organizations that invite feedback and actively utilize it see stronger adoption and greater trust.
Open Q&As, pulse surveys, and small-group listening sessions give employees a voice. When leaders respond directly to what they hear, individuals feel seen, heard, and valued, which creates buy-in.
Equip Managers to Lead the Conversation
Managers must be on the front line of messaging. If they are confused, inconsistent, or unprepared, employees notice it right away, credibility is lost, and buy-in erodes. This is not good; it results in an uphill battle for the larger change initiative.
That’s why SolutionsATI always recommends giving managers the tools they need:
Clear talking points
Briefing documents
Professional grade presentations
FAQs with flexible answers
Videos that simplify & build excitement
Single source of truth repositories of information
With the right support, managers reinforce clarity, build confidence, and make change stick.
Final Thought: Communication Is Critical
Change is inevitable, but confusion doesn’t have to be. Leverage communication to achieve clarity, alignment, and forward motion.