The Importance of Aligning Internal and External Stakeholders During Organisational Change

by Siobhán Howe:

During times of organisational change, maintaining relationships with stakeholders, both internal and external, is crucial to the ongoing success of any organisation. Richard Branson wisely noted, “If you take care of your employees, they will take care of the clients,” a truth that underscores the invaluable role of an organization’s members as its most important asset.  During periods of organisational change – whether it’s a restructuring or a significant strategic pivot – safeguarding these relationships, both internal and external, becomes absolutely crucial for ongoing success. It’s essential to have a strategy that values all stakeholders, supported by a communications plan that is timely, targeted, and, above all, authentic, to protect and enhance an organisation’s reputation.

Ensuring Consistent Messaging

Preparing key messages that have a unified narrative across all communications, both internal and external, builds trust and credibility.  Stakeholders, from the newest hire to a longest-standing client, want to know they can believe what they hear from an organisation. A cohesive message ensures everyone is on the same page, reinforcing an organisation’s integrity and purpose during uncertain times.

The Risks of Misalignment

When there is a lack of communication from leaders during organisational change, communication does not stop among stakeholders.  As a result, speculation can lead to inaccurate or inconsistent messaging developing about an organisation.  It can also lead to decreased morale and have an adverse effect on the employer brand. The active management of an organisation’s narrative, messaging, and story is central to an effective change management strategy and robust reputation management.

Conclusion

Organisational change is inherently complex, and the associated communications and change management approach is often delicate.  There are many stakeholders involved – and impacted – particularly in sensitive situations like company closures or restructurings.  A strategic and tailored strategy, led by experienced communications partners, is necessary to navigate an organisation through these challenges successfully, emerge stronger, and protect its long-term legacy.

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Siobhán Howe, Senior Client Director at AM O’Sullivan PR, is a communications specialist with over 20 years of public relations and communications experience, gained through both consultancy and in-house roles in public and private sector. She has a strong background in corporate and consumer PR, crisis communications, media relations and internal communications.

Written by: Editor