Navigating Change with Confidence and Communication
Posted on May. 10, 2025 / Professional Development / Subscribe 0
Change is inevitable—but managing it well is what sets great organizations apart. That was the focus of PRSA Memphis’ recent luncheon, “Communicating Change,” attended by 30 local communicators and people leaders.
Led by Robin Goodman, change management professional and corporate communications strategist at Mitsubishi Chemical Group—Americas, the session offered a high-level overview of the Prosci methodology, including its two well-known frameworks: ADKAR and CLARC. Goodman explained why and how change management can be used, and the importance that it plays in communication strategies.
By breaking down the ADKAR model—Awareness, Desire, Knowledge, Ability, and Reinforcement—Gooman explained the five elements of successful individual change. She emphasized that while change may be planned at the organizational level, it’s experienced personally, and resistance often stems from employees not understanding why the change is happening or what’s in it for them.
CLARC, another Prosci framework, outlines the key roles of people managers during change—as Communicator, Liaison, Advocate, Resistance Manager, and Coach. Goodman drove home a powerful truth: employees want to hear about change from two sources—their senior leaders for organizational change, and their direct managers for the day-to-day implications of change. This insight reminds communicators that supporting and equipping people leaders with talking points, toolkits, and empathy is essential for change adoption.
Attendees discussed real-world challenges, from cultural transitions and leadership shifts to budget cuts and sudden external changes. The speaker acknowledged that not all change is planned. Sometimes it arrives like a punch in the face. In those moments, the best thing leaders can do is listen, validate concerns, and invite their teams into the process—even if the outcome can’t be controlled.
The session closed with practical tools for small and large teams alike: simple worksheets, conversation guides, and one-page do’s and don’ts that any communicator or manager can use to lead through change. Whether you're a one-person shop or part of a 1,000-person enterprise, the principles remain the same—meet people where they are, communicate clearly and often, and guide them up the stairway to change.
0 Comments