What's on our mind

May 2010

Vanishing icebergs and distressed Polar bears have come to symbolise the effects of our changing climate. The iceberg has also been used as a metaphor for change in organizations.

The “Change Management Iceberg” developed by Wilfred Kruger offers an explanation of why many organisational change efforts fail. Above the waterline are the three areas of concern of most managers – doing things faster, better, or cheaper. Below the waterline are the hidden areas of resistance which cause organizations to fail!

So where are the areas of main resistance? About 20% of employees will go with the change. About 60% sit on the fence and wait to see what happens, and about 20% of employees will be resistant. Perceptions, attitudes, beliefs, power, and politics all play into resistance. But this is hard to pinpoint (after all it is below the water line). So how do you deal with the areas of resistance? 3 words COMMUNICATION, COMMUNICATION, COMMUNICATION!

Here are five key messages to give focus on:
 Explain the conditions that have brought about the need for change
 Explain the detail of the change and how it will affect the employee
 Include a practical demonstration or teach the employee how to succeed in the new environment
 Ask the employee how s/he feels about the proposals; identify his/her major hang-ups and recognize any new problems
 Ask for his/her suggestions for overcoming the problems and implementing the change using a joint problem solving approach

Communicating these message may not do much for climate change, but it may be key in successful organisational change!

April 2010

Olgivy public relations have launched a social marketing forum to share ideas about how to drive effective behaviour change through social marketing. The Social Marketing exCHANGE is a “blog platform” — a collaborative group blog authored by members of the Ogilvy Public Relations Worldwide Social Marketing team.

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