How Research Can Make Your Change Communication Strategy Better with Sarah Illy

Title image for blog post: How Research Can Make Your Change Communication Strategy Better with Sarah Illy

I have a quick question for you:

How much research do you do when you’re putting together the communication strategy for your change program? 

If you’re like most change managers I know, the answer is probably - not all that much.  

Don’t feel bad if that’s you.  Communication research can be tricky to understand, let alone master!

But for any organisational change to work, knowing how our key messages are landing, our events are being received, or if our support materials are hitting the mark, is essential.

The truth is an effective communication strategy all comes down to whether smart research and analysis underpin our efforts. 

That’s what I’m talking about with my guest on The New Way podcast today. Sarah Illy is the Founder and Director of communications and marketing consultancy SAIL Communications. Sarah has over 20 years of experience devising and implementing engagement projects, strategic communication plans and marketing campaigns. With a background in research and data analytics, Sarah has a passion for research-led strategy.

In fact, her speciality is unearthing insights and embedding an audience-centric approach into the development of marketing and communication strategies.

We had a fascinating conversation and I’m so excited for you to listen in!

You’ll hear about:

  • when research is most useful and when we can get away with not doing it

  • why research and listening need to be at the heart of your communication strategy

  • Sarah’s three-step approach to research (this makes the whole process clear and really accessible!)

  • the best ways to measure and report on the effectiveness of your communication efforts

If you think research is intimidating or something you just don’t have time for, this conversation will help change your mind.

Listen in now!


TOPICS DISCUSSED AND WHERE TO FIND THEM:
[00:52]: How much research do you do when you’re putting together the communication strategy for your change program?
[1:37]: It all comes down to whether smart research and analysis underpins our efforts, which we talk to my guest on the show today - Sarah Illey.
[1:45]: Sarah is founder and director of communications and marketing consultancy Sail Communications, with a background in research and data analytics.
[2:25]: You’ll hear about when research is most useful and a three step approach to research which makes the process clear and accessible.
[3:20]: Change managers often have to put together a communications plan, which normally includes an impact assessment and stakeholder analysis, but it’s usually quite light on.
[4:27]: Should research and analysis underpin our change communication strategy? Sarah explains why it should and how important it is to understand your audience.
[5:29]: Sarah explains why research should be embedded as a continuous process and at the heart of your campaign.
[7:00]: An audience-centric or audience first approach to communications is key, which puts the audience at the centre. This approach incorporates stakeholder, channel and messaging.
[7:45]: Research often sounds scary, expensive and time-consuming, but it can be as simple as observing a meeting. Observation is a powerful method of research.
[9:33]: Observation gives actual behaviour compared to surveys which give recall or claimed behaviours. Sarah gives an example from early in her career.
[10:39]: Watching, listening and then talking in that order is powerful.
[11:16]: Layered research is key, specifically listening carefully, without jumping to conclusions.
[12:26]: Research is now referred to as discovery, listening, learning, which helps to demystify research. Everyone can do research.
[12:56]: Which campaigns benefit most from research? Sarah discusses how it all depends on the scope, business opportunity and market scope.
[14:32]: Research can be as simple as desktop research and it depends on what you’re looking to do.
[15:17]: Research is critical in the planning phase, but you need to set metrics in order to determine if your campaign is working.
[16:07]: The process should be to learn, do something, measure, relearn.
[17:09]: Think, feel and do are foundational to the different communication objectives that your campaign should be shaped around.
[18:14]: Measurements are key to learning. Metrics are either vanity metrics or proxy metrics - you need to make sure you have the right one.
[19:19]: Sarah gives some helpful examples of metrics for different scenarios, including the path to purchase.
[20:39]: If you’re new to research but want to include it in your planning and communications, where do you start? Sarah shares the steps to take.
[21:46]: When searching you are never able to report on an absolute reality, the best you can do is report on the best available proxy. Sarah gives some examples of proxies.
[23:04]: After tracking, you need to report back and disseminate the information.
[23:35]: Smart, considered communications and change is what is required today.
[23:52]: Sarah shares how you can find her and keep the conversation going.

CONNECT WITH SARAH ILLY:

LinkedIn (Sarah): https://au.linkedin.com/in/sarah-illy-0171

CONNECT WITH KATE:

Website: https://www.everchange.com.au/

LinkedIn: https://www.linkedin.com/company/ever-change-and-communication

Kate Byrne