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1. 5: Communication professionals apply the rigorous planning process, including assessing stakeholder needs, creating and coaching message delivery, and building feedback loops Some of the errors in change communication are: • No clear identification of key stakeholders/audiences • Failure to listen to stakeholders (attitudes, concerns, information needs, suggestions) • Insufficient faith in stakeholders’ ability to handle “bad news” • Lack of candor • Concentration on the “what” at the expense of the “why” • Failure to analyse communication processes/channels internally and externally (what works and what does not) • Over-reliance on established media • No high-level, strategic accountability for communication • No clear spokesperson/spokespeople • Failure to define consistent “major messages” for all stakeholders • Focus only on initial announcement and end results - rather than on continuous information sharing and reinforcement • Lack of predictability (communication frequency and c

2. 5: Communication professionals apply the rigorous planning process, including assessing stakeholder needs, creating and coaching message delivery, and building feedback loops Some of the errors in change communication are: • No clear identification of key stakeholders/audiences • Failure to listen to stakeholders (attitudes, concerns, information needs, suggestions) • Insufficient faith in stakeholders’ ability to handle “bad news” • Lack of candor • Concentration on the “what” at the expense of the “why” • Failure to analyse communication processes/channels internally and externally (what works and what does not) • Over-reliance on established media • No high-level, strategic accountability for communication • No clear spokesperson/spokespeople • Failure to define consistent “major messages” for all stakeholders • Focus only on initial announcement and end results - rather than on continuous information sharing and reinforcement • Lack of predictability (communication frequency and c 2

3. 5: Communication professionals apply the rigorous planning process, including assessing stakeholder needs, creating and coaching message delivery, and building feedback loops Some of the errors in change communication are: • No clear identification of key stakeholders/audiences • Failure to listen to stakeholders (attitudes, concerns, information needs, suggestions) • Insufficient faith in stakeholders’ ability to handle “bad news” • Lack of candor • Concentration on the “what” at the expense of the “why” • Failure to analyse communication processes/channels internally and externally (what works and what does not) • Over-reliance on established media • No high-level, strategic accountability for communication • No clear spokesperson/spokespeople • Failure to define consistent “major messages” for all stakeholders • Focus only on initial announcement and end results - rather than on continuous information sharing and reinforcement • Lack of predictability (communication frequency and c 3

4. 5: Communication professionals apply the rigorous planning process, including assessing stakeholder needs, creating and coaching message delivery, and building feedback loops Some of the errors in change communication are: • No clear identification of key stakeholders/audiences • Failure to listen to stakeholders (attitudes, concerns, information needs, suggestions) • Insufficient faith in stakeholders’ ability to handle “bad news” • Lack of candor • Concentration on the “what” at the expense of the “why” • Failure to analyse communication processes/channels internally and externally (what works and what does not) • Over-reliance on established media • No high-level, strategic accountability for communication • No clear spokesperson/spokespeople • Failure to define consistent “major messages” for all stakeholders • Focus only on initial announcement and end results - rather than on continuous information sharing and reinforcement • Lack of predictability (communication frequency and c 4

5. 5: Communication professionals apply the rigorous planning process, including assessing stakeholder needs, creating and coaching message delivery, and building feedback loops Some of the errors in change communication are: • No clear identification of key stakeholders/audiences • Failure to listen to stakeholders (attitudes, concerns, information needs, suggestions) • Insufficient faith in stakeholders’ ability to handle “bad news” • Lack of candor • Concentration on the “what” at the expense of the “why” • Failure to analyse communication processes/channels internally and externally (what works and what does not) • Over-reliance on established media • No high-level, strategic accountability for communication • No clear spokesperson/spokespeople • Failure to define consistent “major messages” for all stakeholders • Focus only on initial announcement and end results - rather than on continuous information sharing and reinforcement • Lack of predictability (communication frequency and c 5

6. 5: Communication professionals apply the rigorous planning process, including assessing stakeholder needs, creating and coaching message delivery, and building feedback loops Some of the errors in change communication are: • No clear identification of key stakeholders/audiences • Failure to listen to stakeholders (attitudes, concerns, information needs, suggestions) • Insufficient faith in stakeholders’ ability to handle “bad news” • Lack of candor • Concentration on the “what” at the expense of the “why” • Failure to analyse communication processes/channels internally and externally (what works and what does not) • Over-reliance on established media • No high-level, strategic accountability for communication • No clear spokesperson/spokespeople • Failure to define consistent “major messages” for all stakeholders • Focus only on initial announcement and end results - rather than on continuous information sharing and reinforcement • Lack of predictability (communication frequency and c 6

7. 5: Communication professionals apply the rigorous planning process, including assessing stakeholder needs, creating and coaching message delivery, and building feedback loops Some of the errors in change communication are: • No clear identification of key stakeholders/audiences • Failure to listen to stakeholders (attitudes, concerns, information needs, suggestions) • Insufficient faith in stakeholders’ ability to handle “bad news” • Lack of candor • Concentration on the “what” at the expense of the “why” • Failure to analyse communication processes/channels internally and externally (what works and what does not) • Over-reliance on established media • No high-level, strategic accountability for communication • No clear spokesperson/spokespeople • Failure to define consistent “major messages” for all stakeholders • Focus only on initial announcement and end results - rather than on continuous information sharing and reinforcement • Lack of predictability (communication frequency and c 7

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