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First announcement to all audiences

With this, the project’s formal communication program begins. The goal is to initiate the awareness campaign for the project/change by communicating with all stakeholders at a high, general, values and benefits level. It is to start conditioning these audiences to the information flow and to develop inertia to sustain movement through the balance of ADKAR.+ A focus on change generally (i.e., reasons for, benefits of) and the broad nature of individual impacts is typically sufficient. A general sense of project timing may also be appropriate. Having the most senior, direct sponsor send it sets the level of authority and importance behind the change project.


+  Reminder: Prosci’s ADKAR stands for Attention, Desire, Knowledge, Ability, Reinforcement.


Recently <<project>> was given the go-ahead by <<executive authority>>. <<Insert reason, goal, rationale, value, strategic purpose, etc. behind the project.>>

We expect <<insert high-level schedule information as it pertains to impacts on the organization.>> Our current timing is <<day, month, quarter as available>> for <<impact? milestone?>>.

This will affect some people, requiring change to how work gets done. It is all in the service of becoming more effective and leading <...the industry, etc. plus any organizational messaging as appropriate>>.

We are all excited to finally be making this enhancement to <<benefit summary statement>>. More information will be coming from the project team.


Project sponsor


Sponsor Executive

Line Management for impacted stakeholders, including sponsors

All potentially impacted stakeholders

Other, operationally interested parties