Team (or individual) preparation for the exercise is to look at the commitment spectrum and change communication strategy sheets.
It might also help if people have looked at the "Leading change programmes" page on this website.
The exercise
You want to make a change happen, and you’re wondering how to communicate with all the people who need to know – some to help you make it work, some just for information and so on. Take a look at the change communication strategy sheet with your team.
First - make a list of all the people and groups you need to communicate with. (If you have come to this page from the how to influence stakeholders exercise you will already have a list of stakeholders, so now you need to add in the people in your own part of the organisation.)
Next, identify their current position on the commitment spectrum. Look at “what people say” to help you identify where they are on the spectrum.
When you have done that, start to build your communication strategy from the bottom up.
Who is at the level of simply needing more awareness of what you are trying to do before you even think of trying to persuade them to help? If there are different “audiences” within this group, what are their interests? What messages do you want to get over to them? Remember, very few people will be interested in your “strategy”. They will want to know what the changes mean for them, in practical terms.
Next, are there people who you need to get engaged even though they are currently un-enthused or hostile to your ideas? Think their concerns and resistance to change through carefully and respectfully. What is the best way to communicate with them to bring them on board? What can you do to ameliorate their concerns? You may need to show them that you are absolutely serious about your intentions too. But make it attractive and easy for them to come along with you if possible. Some you will want to speak to face-to-face, maybe address a group and so on. Always design your communication from where you think they are starting from, not from your own starting point.
Finally - the nicest part - identify your enthusiasts and work out what you need to do to unleash their enthusiasm? What are your messages for them? How can you help them? How can you best communicate their successes, and show clear links with your change programme?
When you have pulled all this together, you have the basis of your strategy for building commitment to your changes. Then you need to start assigning tasks, agreeing deadlines and so on, just like you would with any project.