Effective Communication with diverse Stakeholders
During the incorporation of Ports of Jersey, the transition was from a government-run public sector department to a commercially operated company, still wholly owned by the government. This shift meant moving from a civil service management structure to a corporate governance model, with a focus on efficiency, commercial viability, and enhanced service delivery.
Throughout the project, we encountered various sensitive topics and concerns from different stakeholder groups. To ensure effective engagement and address these issues proactively, we conducted a thorough stakeholder mapping exercise. This allowed us to identify key concerns, priorities, and perspectives across government, employees, unions, customers, and regulatory bodies.
A critical part of our communication strategy was recognizing that different stakeholders prefer to receive information in different formats and levels of detail. To maintain clarity and consistency, we implemented a structured messaging framework, ensuring all senior leaders delivered aligned and coherent messages across all interactions. This framework included:
One Phrase: A concise soundbite for media, public statements, or quick elevator pitches.
One Paragraph: A slightly expanded version providing essential context, ideal for follow-up questions or short interviews.
One Page: A detailed explanation covering key decisions, consultation efforts, and reasoning, suitable for briefings and stakeholder discussions.
One Pack: A comprehensive document compiling all relevant data, reports, and consultation records, ensuring full transparency and providing depth for those requiring granular detail.
By documenting and tracking key messages in a structured way—such as in an Excel log—we ensured that senior management spoke with one voice, reinforcing trust and credibility throughout the transition. This approach prevented mixed messaging, minimized misunderstandings, and helped maintain momentum and stakeholder confidence.
Top Tips for Effective Communication in Organizational Change:
Map Stakeholders Early: Identify key groups and their concerns to tailor messaging accordingly.
Adapt to Different Communication Styles: Use varied formats to meet audience preferences.
Maintain Message Discipline: Ensure all leaders deliver consistent, aligned messaging.
Track and Log Key Messages: Keep a record of statements to avoid contradictions and confusion.
Be Transparent and Responsive: Address concerns openly and provide timely updates.
Use a Layered Communication Approach: Offer different levels of detail depending on the audience’s needs.
Anticipate Hot Topics: Proactively address potential concerns to build trust.
Engage Continuously: Communication is an ongoing process, not a one-off event.
Demonstrate Empathy and Clarity: Acknowledge concerns while clearly articulating the rationale behind decisions.
Support with Data and Consultation Evidence: Back up messaging with facts and stakeholder input to enhance credibility.