Changecasting

ChangeCasting - A New Approach

Where executives use short 1 to 5 minute videos to communicate on an ongoing basis

ChangeCasting is a new approach to leadership where executives use short 1 to 5 minute videos to communicate on an ongoing basis to their teams. The ChangeCast is designed to reinforce the messages that are normally only communicated annually or, at best, quarterly.

ChangeCasts have a few key attributes that make them different from highly produced studio based video content that is typically the form of executive communication:

• Short – A 1 to 5 minute executive video on a single key issue.
• Focused – Typically, the ChangeCast focuses on just one issue that the leader wants to reinforce.
• Informal – Recording doesn’t require a formal studio setting: The more informal the better, it conveys authenticity
• Flexible – Making the ChangeCast available live via webcast or video-on-demand is important. Live is more immediate and impactful, but busy schedules, time zones and other pressures mean that the ChangeCast must be available on demand.
• Feedback – ChangeCasts should include at invitation for anonymous feedback. This helps the leader understand the concerns of his/her constituency and modify the next ChangeCast as need.
• Frequency – ChangeCasts need to be frequent. Once a week, twice a month – the frequency of contact works to assure the message is received and understood.

ChangeCasts are a process, not a single event – executives who embrace ChangeCasts use them to enhance their leadership and effectively communicate change on an ongoing basis.

Examples of how companies are using ChangeCasting:

• Merger integration
• Product strategy changes
• Layoffs
• Product recall remediation
• Corporate re-organization

Click here to view a video on one of the main reasons executives use ChangeCasting: True Leadership