‘Know, Feel, Do’ Communications Framework

Introduction

This is a popular approach in change communications, because the ‘Know, Feel, Do’ Framework

links messaging to how people think, feel, and act.

The concept is that effective change communication should inform, influence and motivate action.

1. Know (Inform/Educate)

• Purpose: Ensure stakeholders have the necessary knowledge and understanding of the change.
• Focus: Facts, rationale, context, timing and what is changing.
• Key Questions:
  • Do they understand why this change is happening?
  • Do they know what is changing and how it will impact them?
• Techniques:
  • Clear messaging (headline + supporting points).
  • FAQs, data, reports, presentations.
  • Storytelling to contextualize information.

An example: “Our old HR systems are inefficient. We are moving to a single integrated platform to streamline workflows.”

2. Feel (Connect/Engage)

• Purpose: Help stakeholders connect emotionally with the change.
• Focus: Values, beliefs, emotions and alignment with the bigger purpose.
• Key Questions:
  • Do they care about this change?
  • Are they motivated or inspired by it?
• Techniques:
  • Storytelling, testimonials and case studies.
  • Leader messaging emphasizing vision and values.
  • Recognition of concerns, anxieties or losses.

An example: “This change will make your work less stressful and allow more time to focus on meaningful tasks.”

3. Do (Act/Enable)

• Purpose: Drive action and adoption of new behaviours, processes or tools.
• Focus: Practical guidance and support to ensure stakeholders can act.
• Key Questions:
  • Do they know exactly what to do next?
  • Are there tools, resources or incentives to help them act?
• Techniques:
  • Step-by-step guides, training and job aids.
  • Nudges, reminders, dashboards or checkpoints.
  • Celebrating small wins and reinforcing behaviours.

An example: “Complete your profile on the new platform by Friday; training videos are available online, and your manager can help.”

Summary

1. Sequential flow: People need to know before they can feel, and they need to feel before they are motivated to do.
2. Addresses head, heart, and hands:
   • Know: Engage head (rational understanding)
   • Feel: Engage heart (emotional connection)
   • Do: Engage hands/gut (practical action)
3. Simple and flexible: Works for any type of stakeholder, channel or level of the organisation.
4. Each layer builds on the previous one.

(main source: Mel Loy, 2024)