Change is everywhere, all the time.
It is the only constant.
You’ve probably been through a restructure, digital transformation, or a strategic pivot in the last two years.
Maybe AI is altering how work gets done in your organisation.
The pressure to adapt is relentless.
And that brings challenges.
One of the biggest ones is that while the change itself is often necessary, how it’s communicated can make or break its success.
What goes wrong?
Many senior leaders focus heavily on the what of change - the new structure, system, or strategy - while neglecting the how.
This leaves employees anxious, cynical, or disengaged.
Research from McKinsey consistently shows that around 70 per cent of change programmes fail.
And poor and inconsistent communication, causing a loss of truss, confusion and increased employee resistance, is often cited as a key reason for failure.
The leader’s role
You might be tempted to blame the internal comms team.
But senior managers and directors are the face of change.
And according to a study by the Grossman Group, even when leaders think they are communicating effectively, employees disagree, with one in four saying their leaders don’t communicate change well.
If leaders can’t explain the reasons for change clearly, listen with empathy, and build trust, even the best transformation programme will stall.
Practical frameworks that work
So, how can leaders improve their change communication?
Let’s start with a unique model we often discuss during our management training courses - the IMPACT model.
It was created by Dan Boniface, our head of training.
And it means that before making any announcement, leaders should check:
Intention: What do you want people to think, feel, and do?
Message: Is it clear and consistent?
Persona: How will you show up - calm, confident, empathetic?
Audience: Tailor it. A frontline team will need different details from the board.
Coaching: Be ready to support managers who deliver the message downstream.
Timing: Avoid surprises. Sequence matters.
Bridging is also vital. This is a tool our sister company, Media First, teaches to help spokespeople deal with difficult questions in media interviews.
It is as simple as ABC, and it doesn’t just work when speaking to journalists.
Essentially, it is a way to respond to a difficult or challenging question you may not want to answer by using a form of words to move the conversation back to the topic you want to discuss.
Acknowledge: “I understand this is unsettling.”
Bridge: “Here’s why the change is needed…”
Communicate: “…and here’s what it means for you.”
Empathetic listening is another crucial change communication skill.
What does this mean? Well, it basically means using questions like “What’s your biggest concern right now?” rather than defending the change from the outset.
Who has communicated change well?
- BT Group’s digital transformation: When BT reshaped its business in 2023, leaders spent as much time explaining the why (market shifts, customer needs) as the what. Transparent updates helped maintain employee trust despite redundancies.
- NHS reorganisation programmes: Successful trusts have shown that engaging managers early, and giving them a simple framework (like IMPACT), avoids confusion and keeps morale intact.
- UK retail example: Marks & Spencer tied its change communications to values (“Protecting jobs, investing in stores”) rather than just numbers, which made frontline teams feel included.
Your first next step
Before your next change announcement, run it through IMPACT.
It only takes 15 minutes, but forces you to think about tone, timing, and audience.
Final thought
Change is inevitable. But it doesn’t need to be chaotic.
Leaders who combine clarity with empathy don’t just manage transitions - they build credibility for the long term.
At The BCF Group, we help leaders master the communication side of change.
Our ILM-accredited leadership programmes and business coaching equip managers and directors with the frameworks to lead transformation with confidence.
The BCF Group has been helping organisations develop their talent, inspire their people and overcome obstacles and challenges for the past 25 years.
We deliver training that makes a difference. Find out more about our business coaching, management training and train the trainer options.