Communication Strategies to Lead Through Ongoing and Pivotal Change

Organizations today face a near-constant state of change, from technological advancements to shifting cultural expectations. Change may be the norm, but that doesn’t mean it feels normal for organizations or their employees.  

Organizations that invest in an agile, empowered culture are better equipped to navigate successfully through change. And communication is a critical, strategic component of effective change plans. Internally, communication helps employees understand the “why,” prepares them for what is coming and builds commitment to change. Externally, it ensures consistency with stakeholders who influence or are impacted by the change. 

When organizations take a strategic approach to change — backed by a proven communication model — they are better equipped to build alignment, reduce uncertainty and create momentum. Below, we’ve outlined how communicators can approach change communications to help guide their organization through changes large and small.  

Identify the need: Ongoing vs. pivotal change 

Change is not a one-size-fits-all experience for organizations. Typically, changes falls into the following categories:  

• Ongoing change refers to the regular, business-as-usual evolutions that happen as an organization adapts to market, industry and employee expectations. These types of changes tend to feel more expected and are part of the ongoing growth of a healthy organization. Examples of ongoing change include workflow updates, team realignments and compliance changes. However, these types of changes still require proactive, people-centered communication to engage employees, influence desired behaviors and drive better results over time.
   

• Pivotal change refers to the larger, more significant shifts that impact how an organization operates. These changes can be disruptive, high-impact and often tied to business transformation. Often, during pivotal change, employees may feel like they are entering unknown or unfamiliar territory, which can heighten fear and uncertainty. Examples of pivotal change include M&A activity, leadership transitions, purpose or brand evolution. In these instances, adopting a formal change model and engaging a dedicated change leader can increase the odds of success significantly.  

Both types of change require a customized communication approach to deliver an effective message with the right tone, pace and level of stakeholder engagement to successfully educate and empower employees and advance progress.  

Determine the role and focus for communication 

Communication plays an essential role in shaping how organizations lead through change. Communicators are strategic partners who translate business strategy into messages that inspire action, build trust and drive results. Effective communication during change supports a strong culture, enables confident leadership and fuels the behavior shifts organizations need to grow and evolve. 

For ongoing change, communication should be embedded in long-term systems and processes. This practice reinforces business continuity and helps organizations maintain momentum. The focus during ongoing change is on: 

• Strengthening clarity and reducing noise through consistent, trusted channels 

• Enabling adaptation with timely updates and clear guidance 

• Creating feedback loops to surface insights and adjust as needed 

• Supporting a culture that values agility, learning and progress 

For pivotal change, communication must lead from the start. The focus is on: 

• Framing a compelling change story that aligns people around purpose and vision 

• Equipping leaders to model and champion the change 

• Reinforcing mindset and behavior shifts across teams and roles 

• Building connection through meaningful dialogue and ongoing engagement 

• Aligning internal and external messaging to protect reputation and drive confidence 

Across all types of change, communication is the bridge between strategy and action. It activates leaders, engages employees and drives business outcomes that last. 

Shift organizational mindset from building resilience to cultivating agility 

Resilience is often mentioned in tandem with change management. And while resilience helps an organization recover from disruption and focus on ongoing stability, for employees, it can feel like an unrealistic expectation to constantly endure. Over time, that creates fatigue and disconnection. 

Agility, by contrast, is forward-looking and empowering to employees. Cultivating an environment that encourages an agile mindset and provides employees with the skills needed to adapt quickly, spot opportunities, take risks and drive positive change is engaging. It changes the framework from weathering the storm to  navigating through it with tools, support and confidence. 

Organizations that embed agility into their culture are better equipped to lead through change. Employees feel more in control, experience increased engagement and are better prepared to contribute. Communication plays a critical role in helping an organization activate this mindset shift from reactive to proactive and from resilience to agility. 

Select the right change model for your organization 

There are a range of change models organizations can follow that provide a reliable template for walking employees through changes. Two of the more frequently used models include:  

ProSci’s ADKAR Model 

• Benefits: Structured, step-by-step model that scales well 

• Challenges: Focuses more on individual behavior change than organizational culture 

• Best fit: Process changes, technology adoption, policy updates 

Kotter’s 8-Step Process for Leading Change 

• Benefits: Emphasizes people, urgency and shared purpose 

• Challenges: Requires visible leadership and sustained energy 

• Best fit: Cultural transformation, business reinvention, purpose realignment 

Using a consistent model helps teams speak the same language and move in the same direction. It also ensures leaders have the tools and guidance to support change with clarity and confidence. 

The big picture: supporting employees through change is a business imperative 

When organizations fail to support employees through change, they lose trust, momentum and talent. Prosci cites frequent and open communication as the top contributor to successful change and states that ‘when enterprises embrace early communication as a core strategy…they reap benefits beyond successful change management.’ Effective communication, combined with proven change management strategies, articulates the “why” and supports employees that are informed, engaged and inspired to advance action that drives growth. The key is to move the organization from “What’s happening to us?” to “How can I help?” Incorporating communications early in the change planning and activation process fosters a culture that is adaptable, agile and ready for what’s next. 

Ready to lead change with clarity? 

Download Beehive’s Communicating through ongoing vs. pivotal change to learn how to assess your organization’s change landscape and activate the right communication plan for your future.