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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.

Notes:

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

Go ahead and share

Sender

Project sponsor

Target

Sponsor Executive

Line Management for impacted stakeholders, including sponsors

All potentially impacted stakeholders

Other, operationally interested parties

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