There is a big difference between standard organisational communications to employees and information based communications to customers, and change communications. Without understanding the difference, your change may fall flat, if the only way you communicate is through the standard communications channels and using the same methods as business as usual communications.  Think for a moment about the rise of social media, storytelling, music and engaging clips vs a standard newsletter email in your inbox. The two are chalk and cheese. One is informative, the other is engaging. And the interactive approach that social media has introduced, has made it harder for internal communications teams and change comms delivery people to get cut through.

With organisations constantly undergoing change, there seems to be a need for the worlds to meet a little more, with enhancements in the internal communications methods being used, with many internal communications managers and team members needin...