Mar 21 2025 73 mins 1
If change is inevitable, why are we typically so bad at managing it? As businesses navigate digital shifts, mergers, and AI advancements, one crucial group often gets sidelined: employees. Communicators can play a much larger role in managing these key stakeholders during organizational upheaval - and strategically guide organizations through any transition.
In this episode of The Trending Communicator, host Dan Nestle welcomes change communications veteran and communications audit expert Lynn Zimmerman, CEO and chief strategist of Swing Communication, to dissect change communications in today's dynamic business world. With a career spanning over 25 years, Lynn has been instrumental in over 40 acquisitions and integrations, ensuring that employees remain at the heart of transformation. In her conversation with Dan, she delivers insights into conducting effective communication audits, the significance of employee-focused strategies during transformative periods, and the impact of AI on internal communications.
Listeners will gain a deeper understanding of the differences between internal and change communications, learn strategies for conducting thorough communication audits, and discover how AI can enhance change communications efforts. The discussion also highlights the evolving role of communicators in steering organizational change and offers techniques for engaging employees as vital stakeholders during transitions.
Whether you're a communications professional, business leader, or simply curious about organizational change dynamics, this episode is packed with actionable insights. Lynn's expertise, combined with Dan's probing questions, creates a compelling conversation on navigating corporate transformation while keeping employees informed, engaged, and aligned.
Listen in and hear about...
- Understanding the distinct roles of change communicators and change managers.
- The importance of communicators being part of the core project team.
- How AI tools enhance the communication audit process.
- Conducting communication audits to uncover organizational practices.
- Strategies for smaller organizations to implement "pulse audits."
- Aligning company values with leadership actions for change readiness.
- Why change should have a defined start, middle, and end.
Notable Quotes
On the Role of Communicators in Change:
"I've always said that one of our superpowers as communicators is that curiosity, the inquisitiveness and the kind of relentless interrogation that we bring to certain projects, hopefully in a good way, where we ask the questions that nobody thinks of or that other people think might be, oh, I don't want to ask a stupid question." - Dan Nestle [12:21 - 12:52]
On the Evolution of Change Communication:
"I think the recognition that change is important is a big step. And so it's evolving. I worked on a project and this was this corporate acquisition, the first time I was involved in change. And I was working with these project managers who weren't familiar. You know, this was a new process." - Lynn Zimmerman [29:57 → 30:15]
On the Importance of Employee Communication:
"It's also what a communicator needs to do, which is to speak to your audience in the manner in which they. They prefer to be spoken to. And if you're speaking their language from the get go, you will absolutely have much more success with your message." - Dan Nestle [32:13 - 32:53]
The Power of Communication Audits:
"I know I have one client that we did an audit a couple years ago and she still carries around the report in her, her work bag because it has so much information that helps her think about how to better communicate with, with her employees." - Lynn Zimmerman [38:29 → 38:46]
On the Importance of Values in Change Management:
"If you only pull your values out when you're going through a major change, then it's going to confuse people. Or if you throw away your values when you announce a major change, they're going to see that as well and they're not going to believe you." - Lynn Zimmerman [1:01:44 → 1:01:57]
The Future of Change Communication:
"I think change needs to change. And because change is not going away, and I don't really like the whole change is constant, you know, that's. That's not how change works. Change needs to have a start, middle and end, or else you're just creating chaos within your organization and uncertainty." - Lynn Zimmerman [59:28 → 59:47]
On the Role of Internal Communications in Change:
"Internal comms has a really big role in change, is making sure that those, that those company values are lived and that they're understood and that people know the vision of the company, what we're trying to accomplish." - Lynn Zimmerman [1:02:05 → 1:02:17]
The Challenge for Internal Communications Teams:
"In the defense of internal, calm comms folks, it's, they're busy. These people are way too busy. And you know, it's a absolutely. Traditionally underfunded, we're understaffed. And so even adding some of those things are hard. But if you can make the time to do those things, it will help you create a stronger case for doing something new." - Lynn Zimmerman [1:08:46 → 1:09:10]
Resources and Links
Dan Nestle
Lynn Zimmerman
- Swing Communication | Website
- Communication Audit Toolkit - Demystifying Communication Audits
- Lynn Zimmerman | LinkedIn
Timestamped key moments from this episode (as generated by Fireflies.ai)
🎤 Transformation in Communication (00:13 - 01:35)
- Transformation is a constant theme in business and communications, affecting how organizations operate.
- Employees are often overlooked in discussions about transformation, despite being critical to its success.
👥 Role of Internal Communicators (01:42 - 10:58)
- Lynn Zimmerman emphasizes the importance of internal communicators in guiding employees through change.
- Internal communicators should be part of core project teams during change initiatives to ensure effective messaging and stakeholder engagement.
- Communicators must understand the organization and its employees to tailor messages appropriately.
🔄 Change Communication vs. Internal Communication (11:01 - 19:07)
- Change communication has a defined start and end, unlike ongoing internal communication.
- Internal communicators need to adapt their mindset to focus on the unique challenges of change initiatives.
- Successful change communication requires a unified message that addresses the needs of different stakeholder groups.
📊 Importance of Communication Audits (35:07 - 44:14)
- Conducting communication audits helps organizations understand their current state and identify gaps in communication practices.
- Audits involve interviews, focus groups, and surveys to gather insights from employees and leaders.
- The audit results provide actionable recommendations for improving communication strategies and practices.
🛠️ Toolkit for Small Organizations (44:30 - 51:50)
- Lynn suggests that small organizations can conduct their own pulse audits to assess communication effectiveness.
- Creating a set of standardized questions for leaders and employees helps track trends over time.
- Visual mapping of communication channels can reveal gaps and areas for improvement.
🤖 AI's Role in Communication (51:57 - 59:21)
- AI can enhance the communication audit process by identifying themes and extracting valuable insights from conversations.
- AI serves as a second brain, helping communicators to analyze data and improve stakeholder engagement strategies.
- The future of communication will increasingly involve leveraging AI to navigate change effectively.
🌟 Final Thoughts on Change Management (59:28 - 1:03:14)
- Change needs to be managed with a clear start, middle, and end to avoid chaos within organizations.
- Internal communicators should advocate for consistent messaging and alignment with company values during times of change.
- Preparing employees for change is essential for fostering a positive organizational culture and ensuring successful transformations.
Timestamps for your convenience (as generated by Flowsend.ai)
0:00 Intro: Transformation in business and communications
5:22 Lynn's journey into change communications
12:21 The critical role of communicators in change
18:57 Defining change communication as a discipline
25:08 Handling negative feedback during change
34:54 Using AI to enhance communication audits
46:56 The future of change management with AI
59:31 Creating a culture prepared for change
1:04:30 Communication strategies for smaller companies
1:08:46 The importance of self-awareness in comms
(Notes co-created by Human Dan and a variety of AI helpers, including Fireflies.ai and Flowsend.ai)
