More Cs of Change Communications
Introduction
The extra Cs focuses more on human experience, creativity and cultural nuance, which are increasingly critical in modern change contexts.
Extra Cs
- Compassion/Caring
- Goes beyond being “compelling” and emphasises empathy.
- Change often brings uncertainty, stress or fear; showing genuine care builds psychological safety.
- Credibility-in-Action (Character)
- Credibility can be split further into character (trustworthiness, integrity) and competence (expertise, delivery ability).
- Creativity
- Use of storytelling, visuals, metaphors, or gamification to make communications engaging and memorable.
- Channel-appropriate
- Ensure the right message is delivered through the right channel (don’t send complex instructions only in a newsletter).
- This is especially important in hybrid and digital-first workplaces.
- Culturally-aware
- Messages must be sensitive to organisational culture, subcultures, and — in Australia especially — First Nations cultural contexts.
- Continuous Feedback
- Emphasises “continuous” communication, but some add explicit feedback and measurement to ensure it’s not just broadcasting.
- Celebratory
- Recognise milestones and successes in the change journey.
- Helps maintain morale and reinforces positive behaviours.
- Clarity of Commitment
- Try to achieve not just clarity of message but clarity of leadership commitment.
- Employees often say: “Do leaders really mean it?” or “Will this change stick, or is it another passing initiative?”
- When leaders show visible commitment (through actions, decisions, and resource allocation), communications gain credibility and momentum.
- Showing leaders mean what they say and are resourcing it properly is vital
- Confidence
- Messages should instil confidence that the organisation can succeed with the change.
- Continuity
- Ensures communications connect to past messages and future direction (avoids one-off campaigns).
- Capability
- Link communication with learning & development; make sure people not only know but feel equipped to act.
(main source: Mel Loy, 2024)