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Change also might be hurried by painting negative scenarios , as in "Unless we get more efficient, senior management will outsource
whole department."
Tactically, change usually demands more communication, as in more often and more words or pages. As you can imagine, it takes more communication to drive change than to stay on same course.
There are also tactics we can use to reinforce existing beliefs or actions.
To maintain status quo we can stress a service record, as in, "Serving you with quality and service for 25 years." or "Your performance has been very good over past year, Betty. Keep up good work."
Reinforcement does not automatically rule out change; however, it emphasizes incremental and gradual change rather than major and abrupt change.
You can also appeal to shared values or experiences to reinforce. Nothing commits us to staying course like emotional cues that link good times to status quo. For example, consider power of an advertising slogan that begins, "Remember when...." It connects a powerful, positive emotion with a product or service. By extension, product or service offers an opportunity to relive that good time.
In summary, make a distinction in your communication between reinforcing and changing. Decide which way you want to go, and then choose appropriate strategies, tactics, and tools.
Robert F. Abbott writes and publishes Abbott's Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at: http://www.communication-newsletter.com
