In the last post, we covered how we confuse organisational change management (OCM) with change marketing.
Change marketing typically involves broadcasting your messages multiple times using different mediums, hoping the message will resonate over time. We often call this a Communication plan. Again, Change marketing is not a communication plan either. Communication is a two-way street. We listen and speak to resonate and march forward. However, Change marketing has a one-way channel to promote change.
In summary, if we merely broadcast messages within the organisation to inform stakeholders about the change, we are undertaking Change marketing activity. Let us not call this a Communication plan. Neither is it a Change management plan.
