Spreading like fire: How to use networks to streamline and accelerate change communication

Large-scale change is notoriously difficult to pull off. Well-designed, seamlessly executed communications are a critical driver during change. However, it’s difficult to send consistent messages and maintain momentum over the long haul. Luckily, organizations have a hidden asset that can be used to support change.

Every organization consists of webs of relationships: connections people instinctively create in order to solve problems, share information, and get things done. 5 to 15 percent of these people are Critical Connectors—people with disproportionate influence over the whole. Once communication professionals identify their Critical Connectors, they can position them and engage with them in ways that can streamline activity and accelerate communication throughout the whole organization. This workshop will introduce participants to network analysis and help participants understand how they can start leveraging Critical Connectors today.

In this session, you’ll learn:

  • 5–15% of people in any network have disproportionate influence.
  • Critical Connectors include SMEs, influencers, informal leaders, and communicators.
  • By tapping Critical Connectors, communications professionals can streamline change communication.
  • How one company used network analysis to develop targeted, resource-efficient communications.

TrackEmployee Engagement
FormatTraditional
Career Level: Generalist/specialist
Date and time: Monday, 12 June, 10:30–11:30 a.m.

mayatownsendPresenter / Maya Townsend / Massachusetts, U.S., founder and lead consultant at Partnering Resources, helps individuals, teams, and organizations thrive in our networked world. Her clients include Fortune 500, mid-sized, emerging, and nonprofit organizations, such as Biogen Idec, Fidelity Investments, Intel, MIT, Thomson Reuters, and the National Braille Press. She is co-editor of Handbook for Strategic HR: Best Practices in Organization Development from the OD Network and articles for Inc., CIO, and others.

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