Change Management Communication Plan Template & Examples in 2022

Change Management Communication Plan Template & Examples in 2022. Also, Communication Strategy in Change Management. Importance of Communication Plan in Change Management

Communication in Change Management

Change Management Communication refers to the informational elements in the time of change in an organization that helps stakeholders and employees understand elaborately what will be changed, how to maintain it, and why this change has happened. It indicates effective interaction among employees during the change in any organization, company, or institute. It consists of delivering relevant and consistent messages on time and asking questions, and sharing feedback.

Communication practitioners use this strategy to achieve the short-term and long-term goals of the organization. The three most important stages of change management communication are preparation, implementation, and reinforcement or follow-up. It ensures the stakeholders are getting consistent information through an effective communication process. It is an essential component to motivate stakeholders to achieve the vision and mission of the organization. Therefore, The success of the organizational change depends on effective communication and building rapport among employees. Change is important to achieve a competitive advantage, and a change management communication strategy is essential to maintain the time of change in the organization.

Change Management Communication Examples

Netflix is the perfect and real-life example of organizational change. Netflix Organizational Change shows the importance of change in an organization to achieve competitive advantages. Communication is crucial in change management to achieve the goal. Netflix has maintained effective communication during change management to motivate employees.  Lewin’s Change Management Model describes the process of change management communication with three stages of change management. The three states of the Bruce Lewin change model are unfreezing, changing, and refreezing.

Communication Plan in Change Management

change management communication plan is the strategy to ensure effective communication during organizational change. The change management communication plan improves the performance of the organization. Many scholars have mentioned the importance of the communication plan in change management. For example, Zareen Husain developed a change management communication plan template in 2013. This template aims to articulate the importance of effective interaction in the period of managing change in business organizations.

The nine steps of a change management communication plan template are: Tackle Queries, Generate Community Spirit, Build Trust, Motivate Employees, Employee Commitment, Employee Participation, Reduce Uncertainty, Job Security, and Add Feedback.

Change Management Communication Plan Template
Change Management Communication Plan Template
Tackle Queries of Employees

Communication must need to meet the queries of the employees during the transformation of the organization. It provides sufficient information for all employees to motivate them. Effective communication means exercising an excellent communication strategy inside the organization. It ensures that everyone in the Company or organization knows why this is necessary.  It also informs all employees that how this change will affect the business and individual’s work.

Generate Community Spirit

Organizational communication generates a community spirit that assists the organization in achieving independent and interdependent goals. Effective communication creates community inside the organization to make employees committed to their duties and responsibilities.

Build Trust among Employees

Effective interaction builds and conveys trust via employees’ attention and openness. Actually, the practice of maintaining effective communication within the organization creates positive attitudes among employees. It also makes the employees cooperative to yield a superior level of performance. Change management communication refers to the appropriate, open, clear, and timely interaction that builds rapport and trust among employees.

Motivate Employees

Effective communication is a key component to motivate employees via addressing queries.  It creates a friendly work environment within organizations, and a favorable work environment stimulates employees to obtain motivation. Motivation can be both positive and negative. However, interactive communication helps to gain positive inspiration.

Employee Commitment

The commitment of employees depends on the level of understanding regarding the internal and external issues of the organization. Similarly, the effectiveness of the employees relies on the knowledge of the strategic matters of the Company. Practicing an effective interaction strategy plays an important role in reducing confusion among employees in the time of change in the organization. So, transparent, authentic, and timely messages stimulate the change process successfully.

Employee Participation

Interactive communication influences employees to join in the decision-making activities in the organization. It also increases the level of gratification of the employees to be committed to the organization. Employees become more satisfied when they can give their opinion in the decision-making process. Therefore, effective communication and employee participation are interconnected matters that contribute to the success of the change plan in the organization.

Reduce Uncertainty

Effective interaction and sufficient information are essential to yielding better outcomes. Appropriate information reduces uncertainty and stimulates the employees to get ready for change. During the change process in the organization, uncertainty increases excessively among employees. Therefore, Providing precious, appropriate and timely information is very important to reduce uncertainty.

Job Security

Recent studies show that employees pay a high level of contribution towards the organization that has job security. In contrast, employees are less committed to performing in the job sector and feel insecure. So, the lower job satisfaction comes out from the lacking of job security. Interactive communication increase job security and the happiness of the employees.

Add Feedback

Effective communications always provide feedback and reinforcement to the employees during the change in organizations. It also enables everyone in the organization to make the perfect decision. Feedback of the interaction enhances the understanding of the pros and cons of change in the organization.

 Importance of Communication Plan in Change Management 

As most employees are not interested in accepting change in an organization, an effective change management communication plan can play an important role in a successful change.

For example, due to the COVID-19 pandemic, the world economy and business have been changed. To combat the current situation, many organizations are changing their business patterns, policies, and strategies. It has become one of the most important factors for every organization globally to overcome the COVID-19 pandemic.  Change management communication strategy in the organization is very important to maintain the organization’s management changes, such as adjusting to the new business model, following new business policy, engaging with remote work, motivating stakeholders, managing uncertainty, and maintaining effective communication.

New Business Model

Firstly, a change management communication plan is the essential informational component to adjust to the new business model. Many organizations have changed their business patterns and structures due to the covid-19 pandemic in 2020. For example, the Malaysian government has imposed a movement control order (MCO) to stop spreading the coronavirus. All educational institutes in Malaysia have decided to conduct online or long-distance learning systems to follow government instruction. As it is a new teaching system, the students and employees of the educational institutes have no experience, so they need to follow the change management communication strategy to understand what to do, how to do it, and why to do this during the time of change. So, it is an essential strategy to accept a new business model.

New Business Policy

Secondly, a change management communication plan seems an important element to follow new business policy because it can help employees know more about their new duties and responsibilities in the time of change. Every employee in the organization is compelled to follow the updated rules and regulations imposed by the authority. So, this sophisticated approach assists communication practitioners in maintaining consistency and harmony during the time of change.

Remote Work

Additionally, engagement and effectiveness in remote work lie in the quality of a change management communication strategy that the stakeholders practice inside the organization.  The COVID-19 pandemic has compelled people to be stayed at home, so employees engage with work via the internet. Social media platforms such as Facebook, WhatsApp, zoom, google meet are used to interact. Therefore, it isn’t easy to adjust to a remote work system without maintaining this approach. It provides a clear concept about the new procedures on what to do and how to do it.

Motivate Stakeholders

Furthermore, the change management communication strategy is important to motivate stakeholders. Stakeholders are a group of people who are directly associated with the organization. The organization cannot conduct the operation without the support of the stakeholders. So, a change management communication plan motivates stakeholders to stay associated with the organization to continue its operation. The organization may encounter a devastating situation if it cannot motivate stakeholders to continue the new change.

Manage Uncertainty

In addition, to manage uncertainty, there is no alternative but to follow a change management communication strategy inside the organization.  Employees always scare to adjust to the change of the organization for uncertainty. The uncertainty has been raised among stakeholders due to the COVID-19 pandemic. Therefore, this strategy motivates employees by providing consistent and relevant information on time to reduce uncertainty. A clear and precious concept about the next action reduces the uncertainty among employees.

Effective Communication

Finally, a change management communication strategy is another vital component to maintain effective communication among internal and external stakeholders. Many big and small organizations have been shut down due to the COVID-19 pandemic. They have been compelled to shut down operations, not conducting effective communication. Effective communication is an essential element for those organizations that provide information as a service.

For example, University is established to educate knowledge through providing services for students. University will not exist if it cannot provide service to students. Face-to-face communication is indeed much more effective than mediated communication. So, change organizational communication can ensure consistent and effective communication among stakeholders to ease the organization’s function. It ensures effective communication, including feedback and asking the question for more clarification between senders and receivers. Therefore, a change management communication plan plays a vital role in adjusting the new atmosphere through maintaining effective communication.


Many organizations practice the change management communication strategy to overcome the COVID-19 situation and decrease the pandemic’s negative consequences. It is a crucial component to ensure the success of the organization in times of change. Therefore, stakeholders should play an important role in maintaining interactive communication. Communication practitioners need to ensure that they are following this strategy in the time of organizational transformation.

Citation for this Article (APA 7th Edition)
Kobiruzzaman, M. M. (2022). Change Management Communication Examples, Strategy, or Plan. Educational Website For Online Learning.

Husain, Z. (2013), Effective communication brings successful organizational change. The Business & Management Review, 3(2), 43-50.

Red Ocean & Blue Ocean Strategy Examples & Difference in 2022

Red Ocean Strategy and Blue Ocean Strategy Examples & Difference in 2022. Difference Between Blue ocean and Red ocean strategy. Examples of Red Ocean and Blue Ocean Strategy. Also, Blue Ocean Strategy Four Action Framework.

Red Ocean Strategy

Red ocean strategy refers to the traditional marketing strategy to compete with the competitors. It is demonstrated when many companies compete to achieve a competitive advantage in the existing market. These companies contest in the same marketplace to beat their opponents. Red ocean strategy influences the company to provide better service to buyers. It mainly focuses on the existing customers and buyers rather than creating new customers. So, they provide better services and products to attract customers.

Characteristics of Red Ocean Strategy

Firstly, the red ocean strategy focuses on competing in the existing market. So, multiple companies compete with each other to achieve competitive advantages. The marketing team pursues both product cost and differentiation to beat other companies. Additionally, the company is intended to provide better service to buyers. Finally, they more attention to the current customers instead of looking for new clients.

For example, Malaysia and Air Asia Airlines follow the red ocean strategy to beat their competitors.

Red Ocean Strategy Examples

Air Asia is a renowned airline company in Malaysia. It always tries to compete with other airline companies in Malaysia, for example, Firefly, Malindo, and Malaysia Airlines, to achieve competitive advantages. Air Asia offers low prices in domestic and international flights to beat the competitors. On the other hand, Malaysia Airlines also reduce the price to beat Air Asia. So, they fight each other in the same marketplace. It is a real-life example 0f the Blue Ocean Strategy.

Suppose we infer these giant companies with sharks and the marketplace with the ocean. So, imagine what will happen if all these sharks fight with each other. The ocean gets bloody due to the fierce fight of sharks.

Advantages of Red Ocean Strategy

Firstly, the market has already existed, so no need to create a new marketplace.

Secondly, the services and products have good demand by the customers. Many customers want the products; so, the new companies can utilize the existing consumers.

Additionally, the company can recruit skilled employees easily who have deep experience in the sector.

Finally, the new companies can get ideas on how to improve the business from their competitors.

Disadvantages of Red Ocean Strategy

Firstly, The competitors are experienced in this market so difficult to beat them.

Secondly, the company needs to focus on cost and differentiation, which is difficult for a new business.

Blue Ocean Strategy

Blue ocean strategy refers to the uncontested marketing policy that focuses more on the innovation to reinvent the business than the head-to-head competition.  W. Chan Kim and Renée Mauborgne together introduced the Blue ocean strategy in 2005. It is a simultaneous process of opening a new business market and creating new demand; therefore, competition is irrelevant.

Blue Ocean Strategy Examples

There are several examples of the blue ocean strategy worldwide. Many industries had accepted it to get benefits, such as Netflix, Canon, iTunes, Cemex, Philips, NetJets, Curves, JCDecaux, Quicken, Polo Ralph Lauren, etc. iTunes solved the problem recording industries when it started the business. Before launching iTunes, consumers download a song illegally from the internet platform. ITunes’s blues ocean strategy created a new way of selling music legally, where consumers and artists became mutually benefited. They managed to make a new category of music selling through digital music platforms for listeners. Still, it is dominating the marketplace of music platforms for years.

Netflix organizational change is the most appropriate example of the Blue Ocean strategy. Netflix changed its business model to create an uncontested new market. It is one of the most successful companies that accept the blue ocean strategy to achieve competitive advantages.

For example, Netflix, Canon, and iTunes follow the blue ocean strategy to achieve the competitive goal.

Blue and Red Ocean Strategy Examples

For example, you put some sharks in a pond. Now, they are fighting each other. The sharks are trying to kill others. A few hours later, you can see the water has been red for the shark’s blood. We can infer this pond to the red ocean where many companies are competing with each other.

On the other hand, you put a shark in a separate pond. There is no other shark that can fight, so the water is blue and fresh. We can infer it to the blue ocean strategy where only one company controls the marketplace.

Red Ocean Strategy vs. Blue Ocean Strategy. Difference Between Red Ocean and Blue Ocean Strategy. Difference Between Red Ocean and Blue Ocean Strategy. Red Ocean vs Blue Ocean Strategy.
Red Ocean vs Blue Ocean Strategy

Red Ocean vs. Blue Ocean Strategy

Red Ocean Strategy
Blue Ocean Strategy
The contest is in the same market. Create an uncontested new market.
Many Companies compete with each other in the existing market. One Company dominates the new Market.
Beats competitors. Competitors are irrelevant.
The company pursues both cost and differentiation. The company chooses between cost and differentiation.
Make the value-cost trade-off. Break the value-cost trade-off.
Capture new demand. Exploit existing demand.
Focus on rivals within its industry. Focus across the alternative industry.
Intend to provide better service to buyers. Redefine the buyer group.
Focus on current customers. Focus on new customers.
The market is already established. Need to make the new market.
For example, Ryanair and Air Asia Airlines. For example, Netflix, Canon, and iTunes.
Difference Between Red Ocean and Blue Ocean Strategy
Red Ocean Strategy and Blue Ocean Strategy- Difference Between Red Ocean and Blue Ocean strategy. What is the Blue ocean strategy? What is the Red Ocean Strategy? Blue and Red Ocean Strategy. Examples of Red Ocean and Blue Ocean Strategy.
Difference Between Red Ocean and Blue Ocean Strategy
 1. Focus on Current Customers vs. Focus on New Customers

Most industries focus on attracting existing customers to sell more products and services in the red ocean strategy. Thus, they focus on the current customer to make a benefit by selling products and services.

In contrast, in the blue ocean strategy, the industry tries to change the business pattern to yield something new for the customers. The company also broadens the business area to develop new products or services; therefore, customers are irrelevant here. Thus, this strategy allows the company to focus on business patterns rather than customers.

2. Compete in Existing Markets vs. Create New Markets

From the red ocean strategy perspective, the industry is doing business with the customers where some industries gain more clients, and some other sectors lose clients. They are doing business among the same customers and competing with each other to get more customers. The company will earn more money if it can bring more customers to its umbrella.

The blue ocean strategy never suggests the company compete because it makes a new uncontested marketplace. The product and service are unique; therefore, no company will come to compete with you. So, this strategy creates an uncontested market to serve its customers.

3. Beat the Competitor vs. Make the Competitor Irrelevant

The competition must exist in the marketplace of the company that follows the red ocean strategy. They compete with each other to sell more products and services to increase profit margins. So, they always intend to beat the competitors through marketing policy, product quality, and services.

The blue ocean strategy makes the competition irrelevant because they need not compete with other industries to sell products and services. It makes a new marketplace for the industry.

Key Points of Blue Ocean Strategy

The eight key points of the Blue ocean strategy are as follows;

  1. It’s grounded in data.
  2. It pursues differentiation and low cost.
  3. Blue ocean creates an uncontested market space.
  4. It empowers you through tools & framework.
  5. Blue ocean strategy provides a step-by-step process.
  6. It maximizes opportunity while minimizing risks.
  7. Blue ocean also builds execution into strategy.
  8. It shows you how to create a win-win outcome.
Blue Ocean Strategy Four Action Framework

Chan Kim and Renée Mauborgne developed the four action framework to destroy the trade-off between low cost and differentiation and rebuild an industry’s strategic logic. The four Actions Template determines whether the investment money is properly used to maximize consumer gain and minimize consumer pain. It also assesses the gains that matter with this template and the pains that matter for your product. It is the best way of getting the most benefit with the least price within the total product market.

Four Action Framework Examples
Blue Ocean Strategy Four Action Framework
Figure 3: Blue Ocean Strategy Four Action Framework

How to Use Four Action Templates


Firstly, you have to identify the factors of the industry that need to be eliminated because of defectiveness. Find out the elements where you give significant investment and effort but getting very little output. These factors can also be made more contributions in the past but are now useless, so you need to eliminate them because of becoming obsolete.


Secondly, you need to identify factors that are unnecessary for the industry and cannot correctly benefit the industry. These factors are well below the industry’s standard. For example, the higher cost of manufacturing can reduce the product.


These are the significant factors that need to be increased to fulfill the industries well above standards. For example, to exceed the customer’s challenges, the company needs to rebuild the features.


These are the new features that the company never provided. To create these new features, you need to investigate the customer’s desire to fulfill them. The industry also can create new products or offer unique services for consumers in an innovative way. It will help the company to create a new marketplace distinguished from the competition.


In short, Red ocean strategy refers to competing for the existing marketplace, where the blue ocean strategy denotes making a new uncontested marketplace. Based on the discussion, it is safe to say that the blue ocean is a better way to bring fewer risks, more success, and increased profits. In addition, the four action templates appear as the best solution to identify the industry’s investment is properly or not. Hence, the blue ocean strategy and the four action framework have become innovative business innovations.