{"id":700,"date":"2025-09-14T13:51:28","date_gmt":"2025-09-14T11:51:28","guid":{"rendered":"https:\/\/huibkoeleman.nl\/kennisbank\/zo-bouw-je-een-stevig-fundament-onder-je-verandercommunicatie\/"},"modified":"2025-09-30T09:39:35","modified_gmt":"2025-09-30T07:39:35","slug":"building-a-solid-foundation-for-change-communication","status":"publish","type":"resource","link":"https:\/\/huibkoeleman.nl\/en\/knowledge\/building-a-solid-foundation-for-change-communication\/","title":{"rendered":"Building a Solid Foundation for Change Communication"},"content":{"rendered":"<div class=\"bg-purple-90 pb-16 lg:pb-28 pt-[calc(var(--header-height)+var(--spacing)*16)] lg:pt-[calc(var(--header-height)+var(--spacing)*28)] not-prose\">\n\n  <div class=\"container grid-container\">\n\n    <div class=\"col-span-full lg:col-span-8 lg:col-start-3 flex flex-col gap-y-6 items-center lg:gap-y-8\">\n\n      <nav aria-label=\"Breadcrumb\">\n        <ol class=\"flex flex-wrap items-center gap-x-2 list-none p-0\">\n          <li class=\"list-none\"><a class=\"group\/link btn-text btn-secondary\" href=\"https:\/\/huibkoeleman.nl\/en\/knowledge-hub\/\">\n\n  Knowledge Hub\n\n<\/a>\n<\/li>\n                      <li class=\"list-none flex items-center gap-x-2\"><svg class=\"size-4\" width=\"16\" height=\"16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M5.293 3.293a1 1 0 0 0 0 1.414L8.586 8l-3.293 3.293a1 1 0 1 0 1.414 1.414l4-4a1 1 0 0 0 0-1.414l-4-4a1 1 0 0 0-1.414 0z\" fill=\"#0c0b0e\"\/>\n<\/svg>\n\n<a class=\"group\/link btn-text btn-secondary\" href=\"https:\/\/huibkoeleman.nl\/en\/knowledge-hub\/?type=blogs\">\n\n  Blogs\n\n<\/a>\n<\/li>\n                                <li class=\"list-none flex items-center gap-x-2\"><svg class=\"size-4\" width=\"16\" height=\"16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M5.293 3.293a1 1 0 0 0 0 1.414L8.586 8l-3.293 3.293a1 1 0 1 0 1.414 1.414l4-4a1 1 0 0 0 0-1.414l-4-4a1 1 0 0 0-1.414 0z\" fill=\"#0c0b0e\"\/>\n<\/svg>\n\n<a class=\"group\/link btn-text btn-secondary\" href=\"https:\/\/huibkoeleman.nl\/en\/knowledge-hub\/?onderwerp=change-communication\">\n\n  Change communication\n\n<\/a>\n<\/li>\n                  <\/ol>\n      <\/nav>\n\n      <h1 class=\"text-primary-dark text-h2-sm lg:text-h2-lg font-sans text-center hyphens-auto xs:hyphens-none\">\n\n                  Building a Solid Foundation for Change Communication\n        \n      <\/h1>\n\n      \n      <div class=\"flex items-center gap-x-4 mt-2 lg:mt-8\">\n\n                <div class=\"flex flex-col\">\n          <span class=\"text-secondary font-bold\">Auteur<\/span>\n          <span class=\"\">Huib Koeleman<\/span>\n        <\/div>\n      <\/div>\n\n    <\/div>\n\n    <div class=\"col-span-full mt-12 lg:mt-20\">\n\n      \n        <img data-sizes=\"auto\" data-src=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/communicatiemix-Meer-dan-informeren-zo-bouw-je-een-stevig-fundament-onder-je-verandercommunicatie.jpg\" data-srcset=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/communicatiemix-Meer-dan-informeren-zo-bouw-je-een-stevig-fundament-onder-je-verandercommunicatie.jpg 1200w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/communicatiemix-Meer-dan-informeren-zo-bouw-je-een-stevig-fundament-onder-je-verandercommunicatie.jpg 1200w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/communicatiemix-Meer-dan-informeren-zo-bouw-je-een-stevig-fundament-onder-je-verandercommunicatie.jpg 1200w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/communicatiemix-Meer-dan-informeren-zo-bouw-je-een-stevig-fundament-onder-je-verandercommunicatie.jpg 1200w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/communicatiemix-Meer-dan-informeren-zo-bouw-je-een-stevig-fundament-onder-je-verandercommunicatie-1024x512.jpg 1024w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/communicatiemix-Meer-dan-informeren-zo-bouw-je-een-stevig-fundament-onder-je-verandercommunicatie.jpg 1200w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/communicatiemix-Meer-dan-informeren-zo-bouw-je-een-stevig-fundament-onder-je-verandercommunicatie-640x320.jpg 640w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/communicatiemix-Meer-dan-informeren-zo-bouw-je-een-stevig-fundament-onder-je-verandercommunicatie.jpg 1200w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/communicatiemix-Meer-dan-informeren-zo-bouw-je-een-stevig-fundament-onder-je-verandercommunicatie-390x195.jpg 390w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/communicatiemix-Meer-dan-informeren-zo-bouw-je-een-stevig-fundament-onder-je-verandercommunicatie-780x390.jpg 780w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/communicatiemix-Meer-dan-informeren-zo-bouw-je-een-stevig-fundament-onder-je-verandercommunicatie-272x136.jpg 272w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/communicatiemix-Meer-dan-informeren-zo-bouw-je-een-stevig-fundament-onder-je-verandercommunicatie-544x272.jpg 544w\" src=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/09\/communicatiemix-Meer-dan-informeren-zo-bouw-je-een-stevig-fundament-onder-je-verandercommunicatie.jpg\" alt=\"kindje dat luistert in een blikje\" class=\"lazyload w-full\" decoding=\"async\" loading=\"lazy\" \/>\n          <\/div>\n\n  <\/div>\n\n<\/div>\n\n\n\n<p>When organizations go through change, communication plays a crucial role. Depending on the chosen approach\u2014or the \u201cchange color,\u201d as I describe in my book <em>Change Communication<\/em>\u2014different types of communication can be applied. But what\u2019s the minimum you need to truly bring people along? The answer lies in a communication mix that fulfills five essential functions: informing, involving, making sense, learning, and reinforcing. Only when people know what\u2019s happening, feel heard, understand what it means, are supported in adopting new behaviors, and are recognized for their efforts can lasting change take root.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<h3 class=\"wp-block-heading\"><em>TL;DR \u2013 The short version<\/em><\/h3>\n\n\n\n<p><em>Effective change communication is about much more than sharing information. A strong foundation includes five functions: inform, involve, make sense, support learning, and reinforce. This way, people don\u2019t just understand what\u2019s changing, but also what it means for them, what behavior is needed, and how they can sustain it. Core tools like a kick-off event, intranet (with visuals, FAQs, and the change story), and a newsletter\u2014together with support tools for managers\u2014form a communication mix that makes progress possible and lasting.<\/em><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">What does a strong communication mix contribute?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. Inform \u2013 making sure people know what\u2019s going on<\/h3>\n\n\n\n<p>A solid information base is essential. People want clarity on what\u2019s changing, why, and when. A compelling change story is a must. Regular updates through the intranet, newsletters, or project pages create visibility. Infographics, dashboards, or short video messages from project leaders make it even more tangible. Practical tools like FAQs can take away a lot of uncertainty. Together, these build the foundation for real engagement.<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Involve \u2013 making sure people feel heard and responsible<\/h3>\n\n\n\n<p>Information alone won\u2019t spark engagement. For that, interaction is key. Dialogue sessions, feedback groups, or quick polls allow employees to share ideas and concerns. Storytelling by colleagues who\u2019ve already experienced change builds connection and recognition. And when people can actively take part in pilots or trainings, they start to feel co-owners of the change.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Make sense \u2013 helping people understand why and what it means<\/h3>\n\n\n\n<p>Resistance often arises when the story feels too abstract or when the \u201cwhy\u201d is unclear. Strong communication provides meaning: Why this direction? What does it mean for our team, for me? Managers play a key role\u2014not just by telling the story but by opening up conversations. Metaphors, visual storyboards, or customer journeys help make the bigger picture relatable. Reflective methods like peer learning or team dialogues can support people in processing the impact.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Learn \u2013 supporting new behaviors (and unlearning the old ones)<\/h3>\n\n\n\n<p>A change message on its own won\u2019t shift behavior. People need time, space, and practice. Communication can highlight available trainings and workshops, but it can also directly support learning by offering how-to videos, practical tips, exercises, or on-the-job coaching.<br>Equally important is naming old behaviors that no longer serve\u2014and why. One creative approach is a \u201cmuseum of old habits,\u201d where the organization explicitly says goodbye to what no longer fits. This provides clarity about what\u2019s expected and what\u2019s no longer acceptable.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Reinforce \u2013 strengthening and sustaining the new behavior<\/h3>\n\n\n\n<p>Change only sticks if people keep it up\u2014and that happens when they see it works, it\u2019s appreciated, and others follow suit. Communication supports this by celebrating successes, sharing positive examples, and expressing recognition. Show people they\u2019re not alone. Celebrate the small wins. Repeat the message. Stay consistent\u2014even when attention shifts elsewhere.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The top 3 core tools in the communication mix<\/h2>\n\n\n\n<p>Every change journey is unique, but in practice three tools almost always prove indispensable.<\/p>\n\n\n\n<p>First is a well-designed kick-off\u2014a moment to powerfully launch the change story, set the tone, and involve people personally.<\/p>\n\n\n\n<p>Next is the intranet as a central hub, featuring the change story, visual overviews, FAQs, and progress updates.<\/p>\n\n\n\n<p>Finally, the newsletter provides rhythm, keeping colleagues activated and up to speed.<br>Add to that tailored support for managers: conversation guides, Q&amp;As, or team meeting formats that help them fulfill their vital communication role.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A strong, recognizable communication mix<\/h2>\n\n\n\n<p>Effective change communication takes more than a one-off message or an inspiring kick-off. It requires rhythm, consistency, and alignment with what people need at every stage of change. Whether through intranet, newsletters, team dialogues, or pilot projects, the goal is always to communicate consistently and with a human touch.<br>A good communication mix includes ways to inform, to listen, and to spark dialogue. And even better: to let people experience the change themselves.<\/p>\n\n\n\n<p>Equally important are recognizable faces. A spokesperson, project leader, or ambassador can embody the change and build trust. The tone and style should match your culture. Not every organization needs big, lofty words\u2014sometimes a down-to-earth, direct approach is far more powerful.<br><br>Step by step, this is how you build a communication mix that doesn\u2019t just inform, but motivates, activates, and helps people sustain the new. Exactly what any change needs. You can further tailor this mix with the help of the \u201cchange colors\u201d\u2014you\u2019ll find more about that here.<br><\/p>\n\n\n\n<p><em>Huib Koeleman<\/em><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Effectieve verandercommunicatie vraagt om meer dan informeren alleen. Een solide basispakket richt zich op vijf functies: informeren, betrekken, duiden, leren en bevestigen. Daarmee help je mensen niet alleen begrijpen wat er verandert, maar ook wat het voor hen betekent, welk gedrag nodig is \u00e9n hoe ze dat volhouden. Centrale middelen zoals een kick-off, intranet (met praatplaten, FAQ\u2019s en het veranderverhaal) en een nieuwsbrief vormen samen met ondersteunende tools voor leidinggevenden een communicatiemix die beweging mogelijk maakt \u00e9n borgt.<\/p>\n","protected":false},"author":2,"featured_media":698,"menu_order":0,"template":"","resource_subject":[34,36],"class_list":["post-700","resource","type-resource","status-publish","has-post-thumbnail","hentry","resource_type-blogs","resource_subject-strategy-policy","resource_subject-change-communication"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Building a Solid Foundation for Change Communication - Huib Koeleman<\/title>\n<meta name=\"description\" content=\"Verandercommunicatie vraagt om meer dan informatie. 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