Go beneath the surface – the behavioural science that makes change land

You already know how to plan and deliver change communication — but do you know why some messages land and others don't? This advanced 90-minute live webinar goes beneath the surface into the behavioural science of change: how uncertainty affects the brain, why people respond differently, and how to tailor your communication to different preferences.

You'll learn a practical framework for building a compelling case for 'why', techniques for making complex information simple, and the behavioural biases you can put to work in your change strategy. It's ideal for experienced practitioners ready to sharpen their edge — and a natural next step after Change Communication Fundamentals.

What to expect:

Explain how the brain responds to uncertainty and what this means for change communication
Identify different communication preferences and adapt your approach accordingly
Develop a compelling case for change that addresses both the macro and micro context for your audience
Apply techniques to simplify complex information — reframing, chunking, comparisons and visuals
Identify key behavioural biases at play during change and apply them strategically
Design change communication rooted in behavioural science and tailored to your audience's needs

Who should attend:

Experienced change communication practitioners wanting to deepen their understanding of behaviour change
Internal communications professionals moving beyond the basics to sharpen their strategic skills
Senior communicators refreshing their knowledge and adding new tools
Anyone who has completed Change Communication Fundamentals and is ready to go deeper

Career Level: Generalist/Specialist, Strategic Advisor

GCCC certification professional development

Planning to apply for CMP or SCMP certification? This course provides 1.5 qualifying training hours, which can be counted towards the professional development requirements for your certification application (completed within the two years before you apply).
Already CMP or SCMP certified? This course is eligible for 1.5 continuing professional development (CPD) points towards maintaining your certification.

Course outline:

Introduction and Overview

Welcome, acknowledgement, what we'll cover — with a quick icebreaker

Understanding How People Think

Behavioural psychology and how the brain responds to uncertainty

How People Respond to Change

Typical responses based on risk aversion and processing time

Communication Preferences

A people-centred model and how preferences change how we communicate

Making a Compelling Case for Change

Building the 'why' across macro and micro context; the drivers of change

Making the Complex Simple

Reframing, chunking, comparisons and visuals

Key Behavioural Biases

Co-creation, compare and contrast, timing, repetition, the labour illusion, curiosity and social proof

Wrap-up

Lightbulb moments, next steps and feedback

Participants will receive:

Behavioural science frameworks and tools
The 'compelling case for change' framework
Practical techniques and scenario worksheets
Certificate of attendance

About your facilitator

Mel Loy SCMP

Founder and Director, Cuttlefish; Immediate Past President, IABC Queensland, IABC Asia Pacific Academy Partner

Mel Loy is a self-confessed serial ideator, obsessed with how humans behave and what that means for effective communication. After studying journalism she discovered a love not for reporting but for the power of communication — and went on to spend more than 20 years in increasingly senior corporate communication roles across emergency services, construction and mining, early learning, retail and more.

In late 2020, after leading her team through the COVID-19 pandemic, Mel started her own agency. Today her small-but-mighty team at Cuttlefish provides consulting and training to clients across Australia and overseas, specialising in internal, change, crisis and strategic communication.

Mel is the author of two books — Change Isn't Hard and Less Chatter, More Matter — and host of the Less Chatter, More Matter podcast. An international award winner for her training programs and strategies, a sought-after facilitator and keynote speaker, and a certified Strategic Communication Management Professional (SCMP), she is Immediate Past President of the IABC Queensland Chapter.

Contact the host of Advanced Change Communication Skills

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