Friday December 7, 2012
Listening to our PR Academy alumni webinar given by Leandro Herrero this week on ‘The ten inconvenient truths of change management’ I was struck by the absolute convenience of these inconvenient truths. For any modern day communicators restricted to the traditional ways of doing things, they provide valuable ammunition as to why we need to approach communications differently if we want to succeed in bringing about real changes in attitudes and behaviour.
According to Leandro – at least this is my understanding – a communication carrying information about change is not in itself change. The worlds of information and behaviour have different rules. Information is often synonymous with one-way communication and pushing information out – i.e. the traditional way of doing things.
Information alone doesn’t lead to behavioural change. Neither do outputs or activities such as away days or training. Change only begins to happen when people do something with the information or instruction they are given. Only when there is what Leandro describes as a “behavioural epidemic” and what people do reaches some sort of critical mass or scale is real change affected.
Leandro says – and this is where it gets really interesting for communicators operating in a digital/social world – that behaviours are changed and scaled up not by broadcasting business but by social copying. Peer-to-peer influence or pull has greater affect than the traditional push, top-down, hierarchical comms.
I think these concepts very convenient and relevant to communicators today – but what do you think?
You can watch the webinar recording here. The sound is very wobbly at the start but it settles down. You can use the scroll bar at the bottom of the webinar screen to skip the wobbly bit, so stick with it!
Find out more about Leandro's work: www.thechalfontproject.com or www.viralchange.com