The Four Types of Change and Why They Need Different Communication Approaches

Organisational change isn’t one-size-fits-all. Different types of change - whether small tweaks or large-scale transformations - demand distinct communication strategies to succeed. Poor communication is a key reason why 70% of change efforts fail. Here’s what you need to know:

• Always-On Change: These are small, daily adjustments. Keep communication consistent and clear to maintain alignment.
• Continuous Improvement: Gradual changes to processes or skills. Regular updates and transparency are essential to build trust.
• Local Change: Changes affecting specific teams or departments. Tailor communication to the impacted group and involve them early.
• Transformational Change: Major shifts in strategy, culture, or structure. Inspire employees with a clear vision and address their concerns openly.

The right communication approach depends on the type of change and its context. Factors like timing, scope, and readiness play a big role in shaping your strategy. Using frameworks like the Balogun & Hope Hailey model or the Change Kaleidoscope can help leaders plan effectively. Remember, clear messaging, regular updates, and leadership visibility are non-negotiable.

Effective communication isn’t just about keeping people informed - it’s about building trust, reducing resistance, and ensuring everyone feels part of the process.

Four Key Elements of an Effective Change Communication Strategy | TCM

The 4 Types of Organisational Change

Recognising the type of change your organisation is navigating is key to crafting an effective communication strategy. Each type comes with its own triggers, characteristics, and effects, which means your approach needs to align with the specific context and challenges at hand.

Continuous Change

This type of change unfolds gradually, with small adjustments becoming part of an organisation’s daily rhythm. It’s often driven by external factors like market trends, shifting customer demands, or steady advancements in technology. Continuous change allows organisations to stay flexible and respond in real time to new opportunities or challenges. However, its ongoing nature can create uncertainty, as roles and expectations may feel ever-changing. To counter this, communication should focus on maintaining clarity and providing consistent updates, even amidst the flux.

Planned changes, on the other hand, follow a more structured path.

Planned Change

Planned change is all about intentional, structured efforts led by management to achieve defined goals. This type of change is mapped out with clear milestones, timelines, and outcomes. Typical triggers include strategic moves like entering new markets, introducing new technologies, or restructuring to improve efficiency. For instance, Google’s decision to reorganise under Alphabet allowed it to separate projects into distinct companies, enabling focused development in areas like wearable tech and artificial intelligence. Because planned change follows a roadmap, communication can be systematic, with regular updates and predictable messaging to keep everyone aligned.

Emergent change, by contrast, is all about reacting to the unexpected.

Emergent Change

Emergent change is unplanned and reactive, surfacing in response to unforeseen events or sudden opportunities. It often results from market disruptions, new regulations, competitive pressures, or internal crises that demand immediate action. A striking example is how businesses adapted during the COVID-19 pandemic, shifting to remote work, implementing health protocols, and responding to changing consumer behaviour. Starbucks, for instance, launched 'My Starbucks Idea' during the financial crisis, turning customer suggestions into actionable changes that boosted revenue. Because emergent change is unpredictable, communication must be swift and transparent, balancing the need for clarity with an acknowledgment of uncertainty.

When change goes beyond adaptation and redefines an organisation’s very foundation, it becomes transformational.

Transformational Change

Transformational change represents a fundamental overhaul of an organisation’s strategy, structure, or culture. It’s about large-scale shifts that reshape how a business operates, often driven by major challenges or opportunities - such as mergers, digital overhauls, or radical business model changes. A great example is LEGO. Facing mounting losses due to digital competition, the company rethought its strategy, entered the video game market, and achieved a remarkable £7.4 billion increase in revenue by 2022.

"Change is the norm; unless an organisation sees that its task is to lead change, that organisation will not survive." – Peter F Drucker

The sweeping nature of transformational change affects nearly every aspect of a business. Communication strategies here need to address both the practicalities of the transition and the emotional responses of those involved. Tailoring your approach to these different types of change ensures your organisation is equipped to navigate each challenge effectively.

Context Factors That Shape Change Communication

The context in which change occurs plays a major role in shaping how you communicate about it. For example, a transformational change initiative will require a vastly different communication strategy depending on whether you have six months to prepare or just six weeks. Similarly, past failures in implementing change can influence your approach. These nuances highlight the importance of tailoring your communication strategy to fit the unique circumstances of your organisation.

The Change Kaleidoscope Framework

The Change Kaleidoscope, introduced by Hope Hailey and Balogun, serves as a valuable tool for assessing eight contextual factors that influence change: Time, Scope, Preservation, Diversity, Capability, Capacity, Readiness, and Power. This framework enables leaders to identify the specific conditions surrounding their change initiative and adapt their communication strategies accordingly.

• Time refers to how much time is available to implement the change.
• Scope examines the scale and breadth of the change effort.
• Preservation considers which existing practices or values need to be retained.
• Diversity looks at the variety of organisational units or teams affected.
• Capability measures the organisation’s skills and expertise to handle the change.
• Capacity focuses on the resources available to support the initiative.
• Readiness assesses how prepared the organisation is for change.
• Power evaluates the influence and authority of key stakeholders.

A case study from the pharmaceutical sector demonstrated how this framework can be applied to analyse change initiatives. By using the Change Kaleidoscope, leaders were able to pinpoint which factors had the greatest impact on their outcomes. This kind of analysis helps organisations fine-tune their communication strategies to align with the specific challenges and opportunities they face.

How Context Factors Differ Across Change Types

When managing change, the type of change - whether planned, emergent, or continuous - interacts with contextual factors to shape your communication approach. For instance, the urgency of emergent change often demands a different strategy compared to the more deliberate pace of planned change.

• Time: With planned change, you can roll out systematic and phased communication campaigns with clear timelines. In contrast, emergent change calls for immediate and frequent updates, even when all the details aren’t fully clear.
• Readiness: For continuous change, maintaining a steady state of readiness is essential. Communication should prevent burnout while keeping teams motivated. In transformational change, however, initial resistance may require a concentrated effort to build readiness from the start.
• Scope: Planned change allows for detailed explanations about how specific areas will be affected, giving teams time to prepare. Emergent change, however, often begins with limited information, requiring messages that acknowledge uncertainty while sharing what’s known.
• Power: In planned change, stakeholders can be engaged through structured consultations. Emergent change, on the other hand, often necessitates quick decisions by those in authority, with updates to the wider organisation coming after initial actions.

Each type of change comes with its own challenges, and understanding these contextual differences is critical. What works for one scenario might fail in another. The key is aligning your communication strategy not only with the type of change but also with the specific contextual factors at play in your organisation.

Communication Approaches for Each Change Type

Building on the Balogun & Hope Hailey framework, communication strategies must be tailored to meet the unique demands of each change type. Whether it’s a planned, emergent, or transformational change, each scenario calls for a different approach. By aligning communication styles with the nature of the change, organisations can create strategies that resonate with their teams and drive effective outcomes.

Continuous Change: Keeping Teams Engaged with Regular Updates

Continuous change can be tricky - it’s a balancing act to maintain momentum without overwhelming your team. One way to tackle this is by establishing regular touchpoints, such as weekly briefings, monthly updates, or quarterly reviews. These predictable check-ins help reduce anxiety and keep everyone aligned.

The tone of communication during continuous change should focus on steady reassurance. Avoid dramatic announcements and instead, aim for messages that blend naturally into the regular workflow. Think of it as a gentle rhythm rather than a disruptive interruption.

Transparency is key. By openly sharing both small successes and setbacks, you build trust and help teams see the bigger picture. Highlighting tangible progress while acknowledging challenges fosters a sense of collective ownership.

It’s also worth considering a mix of communication channels to suit different preferences. Some employees might prefer detailed email updates, while others may respond better to short video messages or in-person discussions. Research suggests that well-connected teams can see productivity gains of 20–25%, making it worthwhile to diversify communication methods.

Planned Change: Building Trust with Clear Roadmaps

Planned change offers the advantage of preparation, allowing for a structured and deliberate communication strategy. Here, clarity and early engagement are your best allies.

A transparent timeline can make all the difference. For example, letting teams know that Phase 1 starts in March, training is scheduled for May, and full implementation rolls out in September helps everyone prepare mentally and practically. This level of predictability reduces resistance and builds confidence in leadership.

Engaging stakeholders early in the process is another critical step. Their involvement not only fosters a sense of ownership but can also help identify potential issues before they escalate.

Adopt a collaborative tone in your messaging. Phrases like "we’re planning to" or "your input will help us" encourage participation and create a sense of partnership. Additionally, structured feedback mechanisms - like surveys, focus groups, and suggestion boxes - allow teams to share their thoughts and concerns. Interestingly, only 52% of desk-based employees feel their feedback is valued during change processes, indicating room for improvement in this area.

Finally, address the "what’s in it for me?" question early and often. Whether it’s reduced workloads, new skills, or better working conditions, clearly articulating the benefits helps people see the value in the change.

Emergent Change: Adapting Messages in Real-Time

Emergent change often throws a wrench into traditional communication plans, requiring speed and flexibility. In these situations, the ability to acknowledge uncertainty while maintaining confidence is crucial.

When unexpected changes arise, prompt communication is essential. A quick message like "We’re aware of the situation and will provide an update by 15:00 today" can prevent speculation and show that leadership is actively addressing the issue.

Short, frequent updates work better than waiting for comprehensive messages. Keeping teams informed as the situation evolves builds trust and reassures them that they’re not being left in the dark.

The tone should strike a balance between urgency and calm. Focus on the proactive steps being taken rather than dwelling on the problem itself. In these moments, two-way communication becomes invaluable. Providing opportunities for employees to ask questions, share concerns, or offer input - whether through additional team meetings or digital platforms - can go a long way. Research shows employees prefer to hear about changes from both their direct supervisor and senior leaders.

Acknowledging uncertainty is also important. Phrases like "Here’s what we know so far" or "We’re still gathering information" maintain credibility while keeping the lines of communication open.

Transformational Change: Inspiring Action with Vision

Transformational change goes beyond simply sharing information - it’s about inspiring and motivating people to embrace a new future. To achieve this, your communication must connect on both an emotional and logical level.

Vision-centred messaging is a powerful tool. By painting a vivid picture of success and its significance, you move beyond the nuts and bolts of the change to focus on its purpose and potential. This approach encourages people to engage with the bigger picture.

Storytelling can also make a big impact. Sharing narratives about why the change is necessary, what the future could look like, and how individuals contribute to this vision helps create an emotional connection.

The tone should be a mix of inspiration and realism. While it’s important to convey optimism, you also need to acknowledge the challenges ahead. Addressing fears - whether they relate to job security, skill gaps, or organisational shifts - by outlining available support and training builds trust and confidence.

Leadership visibility is especially critical during transformational change. Studies show that 72% of business leaders believe effective communication boosts team productivity. When senior leaders are actively engaged and clearly articulate the vision, they can significantly influence the success of the change.

Comparing Communication Methods

The most effective approach often involves a combination of these methods, with the immediate supervisor playing a pivotal role. Research highlights that employees trust their direct supervisors most when it comes to receiving information, making their involvement essential in navigating any type of change.

Leadership Communication in Practice

Communicating change effectively is no small feat, especially for leaders in the UK. It requires the right tools, thoughtful frameworks, and reliable support. With proven methods and expert insights, leaders can bridge the gap between successful adoption and the pitfalls of costly missteps.

Crafting Communication Plans That Work for Your Organisation

The foundation of any effective communication plan is a clear understanding of your people, the channels available, and the specific challenges you face. This groundwork forms a roadmap for delivering consistent and targeted messages that resonate.

A strong communication plan typically includes:

• Clear objectives and desired outcomes
• Key messages tailored to the audience
• Strategies for delivery
• An editorial calendar to stay on track

However, the real test lies in adapting these elements to suit the type of change and the unique dynamics of your organisation. Leadership Story Bank offers practical frameworks to simplify this process, blending leadership expertise with communication strategies to help leaders assess their situations and design impactful plans.

One crucial step is identifying key influencers within the organisation - often senior executives and direct supervisors. Equip them with the right tools and training to deliver consistent messages, ensuring key points are reinforced five to seven times for clarity. Research underscores the importance of this dual approach, as employees prefer to hear about changes both from senior leaders and their immediate supervisors.

When combined with strategic planning, compelling narratives can further engage and inspire your teams.

The Power of Storytelling in Driving Change

Once the basics of your plan are in place, storytelling can take your communication to the next level. Stories turn dry facts into something relatable and memorable, turning change communication into a two-way conversation that connects on an emotional level. By adding context and stirring emotions, storytelling helps employees understand and embrace organisational change.

A well-told story does more than convey information - it helps people internalise and personalise the change. Research shows that stories are up to 22 times more memorable than plain facts, and narratives centred on characters can even trigger the release of oxytocin, fostering empathy and a sense of connection.

For UK leaders, crafting an effective change story means following a clear narrative arc - beginning, middle, and end. These stories should address both the logical reasons for the change and its personal impact, answering the all-important question: "What’s in it for me?" Leadership Story Bank offers resources to help leaders develop these skills, providing tailored guidance for different types of organisational change.

Tools to Support UK Leaders

Leaders in the UK face unique challenges, from navigating regional differences to dealing with post-Brexit complexities. Success depends on using a mix of communication channels to deliver consistent messages across all levels of the organisation.

Different tools serve different purposes:

• Email updates: Ideal for detailed project updates.
• Video messages: Perfect for addressing urgent issues or sharing motivational content.
• Digital platforms: Great for real-time updates and fostering two-way communication.
• Face-to-face interactions: Crucial for tackling specific concerns and maintaining alignment among senior leaders.

The key isn’t just picking the right tools - it’s using them in a way that creates a cohesive and engaging communication experience. While digital channels are invaluable for maintaining regular contact, in-person communication should remain a priority for building trust and addressing sensitive issues.

Leadership Story Bank’s Inner Circle membership offers UK leaders access to premium resources, monthly training sessions, and exclusive content for just £2.50 per month. These tools are designed to help leaders handle complex change scenarios with confidence and clarity.

Ultimately, effective change communication goes beyond simply sharing information. It’s about creating meaningful dialogue, addressing concerns, and fostering a sense of shared purpose. By mastering narrative communication, leaders can forge emotional connections that sustain change efforts long after the initial momentum fades.

Conclusion: Match Your Communication to Your Change

The final piece of the puzzle is aligning your communication style with the type of change you're leading. The success of any organisational shift depends heavily on tailoring your communication approach to fit the specific context - whether you're managing ongoing adjustments, implementing planned initiatives, addressing unexpected challenges, or driving large-scale transformations. Each scenario demands a distinct strategy.

Frameworks like Balogun & Hope Hailey provide a solid foundation for assessing and adapting your communication. By combining such models with your organisation's culture, urgency, resources, and readiness, you can craft messaging that resonates and drives action.

The stakes are high. According to McKinsey & Company, around 70% of change initiatives fail, largely due to poor management and resistance from employees. This statistic underscores the critical role of communication in turning these odds around.

"Communicating clearly and frequently is most important when leading their company or team through a major change."

Research shows that 65% of senior managers believe transparency, clarity, and frequent updates are essential for building the trust needed to sustain change. But it’s not just about frequency - it’s about tailoring your communication to the specific challenges and dynamics of the change at hand.

For leaders in the UK, navigating today’s complex business landscape means prioritising open communication and fostering a culture where employees feel comfortable voicing concerns. This kind of two-way dialogue enables you to adjust your approach in real-time and address resistance before it becomes a roadblock.

Storytelling plays a powerful role here, too. Messages delivered through stories are remembered up to 22 times more effectively than facts alone. By pairing clear communication frameworks with engaging narratives, you can create the emotional connection needed to move people from resistance to active participation.

As outlined above, combining targeted frameworks with storytelling can transform hesitant teams into enthusiastic collaborators. Leadership Story Bank offers the tools, resources, and expert guidance to help you develop these skills. From understanding different types of change to crafting authentic and inspiring stories, their resources are tailored for leaders aiming to communicate with impact. With Inner Circle membership, you gain access to monthly training sessions and premium content for just £2.50 per month - a small investment with the potential to drive meaningful change.

This step completes a comprehensive approach to communication - one that integrates strategy, context, and storytelling. Change is inevitable in any organisation. The real question is whether you’ll be ready to communicate it effectively when it arrives.

FAQs

How can organisations identify the type of change they are facing and adapt their communication strategies effectively?

Organisations can better navigate change by first identifying its nature. Ask: is the change planned or unplanned? Is it incremental or transformational? Understanding these characteristics helps shape the right approach to communication and engagement.

Once the type of change is clear, communication should prioritise being clear, honest, and inclusive. Consider these examples:

• Planned changes: Provide structured updates and clear timelines to keep everyone informed and aligned.
• Transformational changes: Share a strong, inspiring vision that motivates and unites employees around a common goal.
• Emergent changes: Foster open conversations and remain flexible to address challenges as they arise.

Tailoring communication to match the nature of the change helps organisations build trust, minimise resistance, and create a sense of shared purpose among employees.

How do leadership visibility and storytelling support transformational change?

Leadership visibility and the power of storytelling play a key role in guiding teams through periods of transformational change. When leaders remain present and share genuine stories, they build a foundation of trust, boost confidence, and cultivate a shared sense of purpose among employees. This presence provides reassurance during uncertain times, showing teams that leadership is fully committed to the change.

Storytelling, on the other hand, brings the vision of transformation to life in a way that feels relatable and engaging. It helps address concerns, aligns individual and organisational goals, and creates an emotional connection that motivates teams. By ensuring everyone understands their role in the bigger picture, leaders can make the change process feel clearer, more meaningful, and ultimately more achievable. Together, these approaches help pave the way for a smoother and more impactful transition.

How can the Change Kaleidoscope framework help improve communication during emergent change?

The Change Kaleidoscope framework provides a practical approach to improving communication during times of unexpected change. By focusing on critical elements such as time pressures, organisational capacity, the variety of stakeholders, and the organisation's readiness for change, it ensures communication strategies are well-suited to the specific circumstances.

Through regular assessment of these factors, leaders can adjust their messaging to tackle shifting challenges and priorities. This adaptability helps maintain communication that is clear, focused, and engaging, fostering trust and alignment across the organisation when uncertainty arises.

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