NOVEMBER 2022: CHANGE MANAGEMENT
Contents
1.
THE INDEPENDENT VIEW: PERSONAS OFFER GUIDANCE IN MANAGING PERSONAL CHANGE
PIC Chair Jacqui DeBique sees the value in applying speaker Edmond Mellina’s view of change management to our personal lives.
2.
INSIGHTS YOU CAN USE WHILE LEADING CHANGE
New member Sarah L. Manley Robertson, ABC, shares insights from the November 2 session on change management with Edmond Mellina.
3.
2X3: CHANGE MANAGEMENT IN REAL LIFE
Brent Artemchuk, Michael Blackburn and Dennie Theodore talk about their real life experiences with change management.
4.
PIC PERSONALITY: MEET PHIL SACH
Phil Sach tells Yvan Marston about the major changes that led to the launch of PFS Communications during the pandemic.
1.
The Independent View: Personas offer guidance in managing personal change
By Jacqui DeBique
I’m preparing to travel south of the border for a family dinner in celebration of American Thanksgiving. So, that may partially explain why, in November, I’m still thinking about all the things for which I’m grateful.
It may sound cliché, but one of those things is good health, something that’s been a bit out of reach for me, ironically, since Canadian Thanksgiving in October. Life since then has been earmarked with chronic pain. It’s only been in the last few days that I’ve seen the most relief, thanks to prescription meds (not the chiro, physio or yoga that I have been doing). The difference has been palpable. And I give thanks.
I used to think I was maturing gracefully, but lately, the aches and pains that have come with that maturity have left me feeling unrecognizably stiff and broken. And hearing one health professional after another confirm that these changes are to be expected as we, uh, “mature,” has done nothing to boost my morale. In fact, it has dragged me down.
I’ve resisted this change in thought, word and deed, mentally denying what I could physically feel, speaking words that belied those feelings and, at times, acting in ways that cramped my stride. But when I had to decline an invitation for a night out for fear my maturing body would not endure, I knew I had to move myself off the rung I was on and step up to a place of greater influence over my own well-being.
I thank Edmond Mellina for his presentation on leading and managing change for helping me realize what persona I was embodying on the receiving end of this change (Foot Dragger) and where I needed and wanted to be (Helper) if I had any hope for that graceful maturation of my dreams.
In this issue of The Buzz, Sarah L. Manley Robertson, ABC, brilliantly recaps Edmond’s presentation. The event panelists – Brent Artemchuk, Michael Blackburn and Dennie Theodore – revisit the insights they shared. Together, they elucidate how, as professional communicators, we can invest our time, energy and influence wisely, and shine, even as we navigate change.
I believe we can each find our personal or professional change personas, and that of our family members, friends and colleagues, languishing somewhere along Edmond’s ladder. And whether we’re on the receiving end of change or being a change maker, understanding what rung we’re on at any given time is critical to how gracefully we emerge on the other end.
2.
Insights you can use while leading change
By Sarah L. Manley Robertson, ABC
NOTE: This article features some of ORCHANGO’s intellectual property (The Six Change Personas™ and related strategies for change makers). Published with permission. For more information, please contact ORCHANGO or Edmond Mellina.
Where communications professionals assemble with leading experts, you’re bound to find energetic debate, bright ideas and practical advice. The recent PIC virtual session on change management with speaker Edmond Mellina was no exception.
“The odds are usually stacked against change leaders.” – Edmond Mellina
If you’ve ever felt this truth and want to be more effective, read on! You’ll learn how to be more effective, more pragmatic and more strategic with your limited resources of time, energy and influence.
The faces of change
Supporters. Fence-sitters. Detractors. This traditional thinking about audience segmentation for a change initiative offers a valuable foundation.
According to Edmond, this misses key nuances. Delving more deeply into these three categories reveals motivators that can clarify how and where to place your energy as a change leader. Here’s where the Six Change Personas fit into the ladder of change management:
Get familiar with the faces
Fence-sitters, a category that represents most of the population in any given change, can be looked at more closely as two personas: Skeptics and Wind Watchers.
Skeptics care about the well-being of the organization and their team. Their questions are authentic; they’re seeking to understand or enhance the approach or program.
How do they show up? They ask tough but respectful questions about either the technical or people side of change so they can make decisions based on the program or initiative’s merits. Their questions look like:
- Can I get more information…
- Did you consider…
- When we tried that before, we…
- What if...
If you aren’t listening carefully, they may appear to be Foot Draggers, whose primary motivation is to stop the change. They have already decided it isn’t good, and they seek to distract you and waste your energy with unproductive debate. (Torpedoes are Foot Draggers on steroids.)
Skeptics, on the other hand, are worthy of your attention. Skeptics will move to either actively support the change or actively detract from it. By engaging with them, you can:
- Achieve greater clarity on the path forward
- Identify and resolve problems before they occur.
Ultimately, you’ll cultivate more Helpers and Campaigners.
The politics of change
Another reason to delve more deeply into your audience analysis is to ensure line of sight to political manoeuvres.
Wind Watchers typically sit back and observe. They may appear to be Skeptics. Beware; unlike Skeptics, Wind Watchers care little to nothing about the change. They ask questions to uncover the views and motivations of others. They’re trying to figure out what position will best serve their personal agenda. They are watching to see who takes what position so they can align themselves with those who give them the best chance at individual success. Like Foot Draggers, they are energy vampires.
Energy is best invested in personas who are open to change and who can influence it.
Once again, we turn to the Skeptic. Within the Skeptic population, which is typically about 45%, we must also assess “domino power”: find the influencers, and not necessarily by role or function.
Ideas you can use
PIC members were generous with their ideas. Some thoughts generated through this discussion include:
- Organize your key message and Q&A documents by persona.
- Executives typically show up as Skeptics; engage their strategic debate early.
- Balance your communications between fact and emotion. It is through emotion that humans move fluidly among personas during change.
- Visibly inactive leaders unintentionally create Wind Watchers. Provide leaders with visible roles with clear views.
- Many communicators are grappling with new workplace norms. Use the personas to help guide your strategies and energy.
As change leaders and communications professionals, it is our privilege to be Campaigners. We champion both the technical (not to be confused with technological) and people aspects of change. We must prioritize our energy and influence on those who care about the best interests of the organization and its people. We illuminate benefits and opportunity. And we must prioritize our energy by persona.
Invest your time, energy and influence wisely. Happy change making.
3.
2x3: Change management
By Sue Horner
In keeping with the theme of “change,” we’re changing up our usual three questions with three PIC members. Instead, we’re sharing some of the discussion around two questions asked of our three panellists at the session on the Six Change Personas™.
Our panellists were Brent Artemchuk (he/him), senior communications and transformational change leader; Michael Blackburn (he/him), communications professional and president of IABC/Toronto; and Dennie Theodore (she/her), strategist, change facilitator and communicator.
1. We heard a lot about challenges with the Six Change Personas. What resonated with you as a comms professional?
Brent: One of the things I’m taking away is how to use the change personas to better direct my time and energy. As a change lead working on bringing employees back to the office, I work with multiple stakeholders and opinions. So, I can use the personas to better allocate my time to the project’s advantage. And, I can use what I’m hearing from different persona audiences to communicate more effectively. I think this will allow me to add more value in the long run.
Dennie: What I loved, and will take with me, is that I can now describe my job as a “Paid Skeptic.” It’s my job to ask a lot of questions and make sure enough questions are asked. Modelling the behaviour allows others to realize they can ask questions and I’ll listen. I can start creating influence at the beginning of the process.
Also, think of everyone as a potential Wind Watcher right now. We’re terrified of a recession. Marketing and communication budgets are on the line. This is beyond going back to work, it’s “Are we going to have work?” This is a great time to help executives understand the effects of cutting communications from their projects to save money. That’s the wrong lever to pull when we should be out front building bridges.
Michael: What came to mind for me was a part of my mindfulness practice, when labelling a thought or a feeling and then moving on. Being able to categorize people as one of the personas is somewhat similar, and allows us to optimize our time and energy to get to “yes” and engage individuals based on their needs and motives. The thing that’s challenging at the moment is people might display different behaviour than you expect based on what they’ve gone through over the pandemic.
“Most people (75%) start around the middle of the ladder – as Foot Draggers, Skeptics or Wind Watchers. As a change maker, this is the area where you must invest your limited resources strategically.” – Edmond Mellina
2. Have you had an experience where you’ve been able to move people up the ladder of personas?
Brent: With bringing people back to the office, we’re trying to move an entire organization up the ladder. At the end of the day, it all comes down to intentional leadership and giving people compelling reasons to come back. It also means giving guidance around expectations and creating moments that matter – you know, those instances where people can connect, share and collaborate. As we get more leaders on board, we’re seeing more uptake. It's also important to put the fact that we're all going through this together in perspective.
Dennie: I had an experience with a bank, which introduced massive change without properly managing it. The result was 2,000 angry executives, including the CEO. We had to move them from Torpedoes to at least Skeptics. Key was getting sponsors to admit their mistakes and take responsibility, using humour, grace and humility.
Michael: I worked in the emergency operations centre for the City of Markham as their Public Information Officer when “Doomsday” hit in March 2020. Over more than two years of crisis communications during COVID-19, we had people swing from every step of the ladder at a rapid pace. It was definitely challenging trying to lead with influence while information was changing almost hourly.
The pandemic has been a pivotal moment for professional communicators. It’s an important time for us to reinforce the power of communications and our value to the organization connecting with our audiences and driving revenue/change. It’s still our moment to shine.
4.
PIC Personality: Meet Phil Sach
By Yvan Marston
Phil Sach (he/him) runs PFS Communications, a freelance writing and communications operation specializing in fundraising communications and donor engagement. Phil helps non-profits articulate their vision and bring their stories to life through proposals, stewardship materials, cases for support and content for various print, digital and social channels.
When did you launch your independent business?
April 2022, shortly after my husband Max and I moved out of Toronto during the pandemic and settled into a new home – and new life – in the Alliston area.
How did it come about?
I was the Director of Marketing and Communications for a Toronto hospital foundation when the pandemic started. I was logging 14- to 16-hour days with countless Zoom calls and had very little energy left for the things that really mattered. That’s when Max and I decided to leave our jobs in the city in favour of something closer and less stressful. We both found opportunities just five minutes from home at Murphy’s Farm Market & Bakery in Alliston, where I’m the Director of Marketing and Partnerships.
I was a happier communicator, but I missed the energy and excitement of working in fundraising communications. That’s when I decided to pick up some part-time freelance work with previous employers, enjoying it so much that I launched PFS Communications. Now, I have a regular full-time job with enough latitude and flexibility to take on part-time clients.
What do you enjoy most about being an indie?
I love being able to work anywhere and often hashtag #officeanywhere in my LinkedIn posts. At home, in a coffee shop, at a park, at the cottage, maybe even while on vacation in Italy one day! Setting my own hours is also something that’s important to me. I learned that valuable lesson over the most recent years of my career when work just took over.
What don’t you like about being an indie?
Like all independents, having a fluctuating income kind of scares me. I have a good arrangement in my current role with the farm, where I can openly discuss my goal to build my freelance business – it’s not an issue. With a steady paycheque providing some security, I can focus on taking on clients that fit my skills, interests and schedule.
What advice would you give someone new to independent life?
Define why you became a freelancer and use that to guide how you choose your clients. I wanted more control over my schedule, so I set clear boundaries. Now I look for clients who want to work with me in that way. If the right client needs your specific skill set, they will be willing to work with you in the way you want. You just have to be clear about what that way is from the outset.
In more practical matters, I would add that you should stay on top of your taxes from day one. Make sure you are banking that 30% from every cheque. It will make your life so much easier every April.
What value do you get from your IABC and PIC membership?
I was an IABC member as a student, and honestly, I didn’t do much with it. I wasn’t one for networking events. But when I became an independent, I saw it as a great way to connect with people – initially virtually, but then through courses, webinars and other resources, I started to feel even more connected.
When I discovered PIC, I was really interested in learning about how other independents work. And through that, I realized what a resource PIC could be. There are so many different levels and types of expertise. If I can’t help a potential client, I’m glad I have access to a network that may be able to.
Welcome new member
Sarah L. Manley Robertson, ABC, Prosci certified (she/her)
Nova Scotia | LinkedIn | Website | sarah@prospectstrategies.ca
Prospect Strategies is an executive and corporate communications advisory helping leaders tackle their toughest challenges with purposeful communications.
Our work connects and engages stakeholders, closes trust gaps, translates strategy into action, and drives transformation. Leveraging 25+ years of communications experience across industries with national and global reach, we collaborate to create actionable strategies that fit each leader’s unique approach.
If you want to uncover possibilities and create capacity to pursue your best prospects, Prospect Strategies will help.
December 13: Save the date for a festive social
Our September social was such fun we’re doing it again. Plan to join PIC members and friends at 6 p.m. on Tuesday, December 13 to socialize – in person! – in Toronto. Share the highlights of 2022 and toast the upcoming year. Catch up with old friends and make new ones.
Note that this will be a mask-friendly event. No mask is required, but you are welcome to wear one if you feel more comfortable doing so. Details coming soon.
Changes to the PIC member list due November 28
As a PIC member, you can gain visibility on the PIC member list on the IABC/Toronto website. Send your updates to PIC’s Director of Membership, Maureen Hosein, ABC, at maureenhosein@yahoo.com, by Monday, November 28. For new profiles, send your:
- Name
- Company name
- City (to help us know who’s in our neighbourhood)
- Email address
- Telephone number (optional)
- Website and LinkedIn URLs
- Social media accounts, if any
- Business description (up to 80 words).
If you are already on the list, does your listing include your LinkedIn profile? Have you earned an OVATION, Silver Leaf or Gold Quill award you can brag about?
See you on social media!
Build and strengthen your connections, advance your business and network with other PIC members on social media. In case you missed them, recent posts shared on our social media channels include:
- “Overcoming resistance is not about trying harder, but stepping back, understanding what’s behind the resistance, and being willing to [adjust] your approach to meet leaders where they are.” How to get leaders on board with culture change by Deanne deBara.
- Have you listened to “The Change Diaries” podcast with our past Chair, “change navigator” Arlene Amitirigala? Now in season 3, the podcast explores how to better embrace change, spark change or simply be the change we want to see.
- We talked about referrals in the October Buzz. Here’s more on building a solid referral system, from Kaleigh Moore talking to Michael Keenan.
Who we are
Professional Independent Communicators (PIC) is a special interest group of IABC/Toronto. PIC’s mission is to support independent IABC/Toronto communicators through professional development, networking and marketing. The Buzz informs members about upcoming events, shares professional development tips from past meetings and keeps us connected.
IABC connects communicators from around the world with the insights, resources and people they need to drive their careers and their professions forward.
Editor: Sue Horner | Designer: Austine Fischer
Executive team
Chair: Jacqui DeBique | Past Chair: Arlene Amitirigala | Membership: Maureen Hosein, ABC | Marketing & Sponsorship: Brent Artemchuk | Communications & Social Media: Austine Fischer, Sue Horner | Programming: Catharine Heddle, Christopher Trotman