Communicating Change: Keys to Managing Expectations and Delivering a Clear Message to Your Audience
Track: Marketing and Communication
Change, whether voluntary or involuntary, is a natural part of business. Since people can be naturally resistant to change, how we communicate this "change" to the target audience, be it candidates, management, partners, stakeholders, or vendors, is critical for acceptance and for a smooth transition. This session will explore change through two programs that changed their credentialing portfolio and will show how the certifying bodies and their testing vendor confronted this change and communicated for the desired outcome.
This session will also walk participants through the processes of identifying the target audience, developing the communication plan, determining the communication channels, and tailoring the message for the desired outcome.