If you want to get someone to do something, you have to make them believe that the desired action will bring more reward than pain. In other words, you have to convey the benefit to the target group in a way that is appropriate for the recipient.
However, even very experienced communication managers often take it for granted that everyone has internalized why a particular measure makes sense and derives their own goals from this. However, this is often not the case at all, not least when open or hidden emotional resistance comes into play.
Change and the suspected dangers of change
Every communication project is a change project and should be considered and prepared accordingly. Change processes almost always trigger fears in people. "Fight, flight or freeze" are typical reactions to suspected threats. But neither the fears nor the reactions are always so clear; they are often obscured or difficult to recognize.
This is not the only reason why it makes little sense to simply throw the fears you suspect they have at the feet of the person concerned or to confront them offensively with their reaction. Rather, it is also important to sensitively identify needs internally and address them accordingly.
Change communication offers a rich toolbox that perfectly complements chinese america data the toolbox of target group-oriented communication – or largely coincides with it.
Don't talk away fears, don't promise unrealistic things
However, if fears or counterarguments are expressed, they should not be downplayed or dismissed. This will only have the opposite effect. First of all, it is important to take all concerns and needs seriously.
It is also not about offering rewards in the form of unrealistic promises. It is simply about communicating the benefits of a project, a concept or a process in such a way that those who want to get involved recognize both the overall benefit (for the company) and their own benefit.
We are by no means talking about manipulation in order to pursue a particular self-interest. It should always be about moving something forward that serves the greater good. This means, first and foremost, the company's strategic and communication goals.