Change management is not always easy, especially when it comes to implementing complex projects within an organisation. Change can be disruptive and cause resistance, which can lead to project delays, budget overruns, and ultimately, project failure. Change management models have been developed to help organisations manage these disruptions effectively. The ADKAR model is one such model that focuses on the individual’s experience of change. 

ADKAR has long been considered the gold standard of change management models. It emphasises the importance of individual adoption and usage of new practices, rather than simply the implementation of new systems. On the other hand, project communications plans are designed to inform people about the actions and status of a project, as well as to engage them in the process. Both are designed to help managers anticipate and respond to potential roadblocks, and ultimately to streamline project success. However, when used together, the benefits can be exponentially greater than either used in isolation.

The ADKAR Model

The ADKAR model is a five-step model developed by Prosci, a leading change management consulting firm. The model focuses on the individual’s experience of change and aims to help them move through the change process successfully. The five steps include:

1. Awareness: Understanding the need for change

2. Desire: Having the motivation to support the change

3. Knowledge: Having the ability to implement the change

4. Ability: Having the tools and resources to implement the change

5. Reinforcement: Sustaining the change over time

By using the ADKAR model, project managers can ensure that individuals within their organisation have the necessary awareness, desire, knowledge, ability, and reinforcement to support the project’s success.

Project Communications Plan

A project communications plan outlines the communication strategy for a project. It includes information on who needs to be informed, what information needs to be shared, and how and when the information needs to be communicated. A project communications plan helps ensure clear, consistent, and timely communication and enables project teams to address issues and concerns quickly.

Blending the ADKAR Model with a Project Communications Plan

By blending the ADKAR model with a project communications plan, project managers can create a comprehensive change management strategy that takes into account both the individual experience of change and the communication requirements of the project. 

The following outlines this blended approach:

1.      Build Awareness: A project communications plan can be used to build awareness of the change by communicating project objectives, goals, and benefits clearly. By understanding the reasons for the change, individuals can start to move through the ADKAR process successfully.

2.      Create Desire: By using a project communications plan to communicate the benefits of the change and how it will positively impact individuals and the organisation, project managers can create motivation and support for the change.

3.      Provide Knowledge: A project communications plan should include information on training and education opportunities that will allow individuals to gain the knowledge and skills required to implement the change successfully. This aligns with the Knowledge step of the ADKAR model.

4.      Build Ability: A project communications plan can also provide information on the tools and resources required to implement the change successfully. By giving individuals the ability to implement the change, project managers can ensure they move through the Ability step of the ADKAR model.

5.      Ensures Reinforcement: A project communications plan can be used to reinforce the change by providing regular updates on progress and success. This helps sustain the change over time, aligning with the Reinforcement step of the ADKAR model.

Key Benefits

One of the primary benefits of blending the ADKAR model with a project communications plan is enhanced engagement. By utilising the ADKAR change management model, managers can establish an understanding of the “why” behind any project, rather than simply announcing the “what” and “how”. This level of communication assists in reducing resistance and establishing an environment of trust and collaboration between the project team and organisation. With trust and collaboration, people are more inclined to participate, offer their valuable opinions, and contribute ideas on how to improve project outcomes.

Another benefit is improved change adoption rates. If the organisation does not value the end goal or gains from the project, it will remain in the resistance stage no matter how comprehensive the project communications plan is. With ADKAR, managers can understand where their team is in the change process, and then develop a targeted communication strategy that addresses individual performance and adoption challenges. This refinement frequently leads to improved change adoption rates, and faster implementation of new practices.

Project communications plans are typically designed to foster open communication channels throughout the project lifecycle. However, by applying the ADKAR model, team members can receive well-targeted and personalised communications that communicate their benefit and progress on the project. For example, during the awareness stage, members may be more interested in the overall goals of the project, while during the desire phase, they may be more concerned with how the project benefits them personally. When the communication plan is designed to meet the needs of members at the appropriate stage, team members remain engaged and connected with the project progress.

Blending the ADKAR change management model with a well-designed project communications plan offers significant advantages to project managers. The enhanced engagement, well-targeted communications and improved change adoption rates position the project for success. As experienced project managers, it is critical that we understand how both models work, and how they can complement one another for best results. Consider the integration of these models in your next project, and you will likely experience benefits that you never thought were possible.