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In the 33rd episode of CultivatED Marketer—a professional development podcast for communications professionals—hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson welcomed Lynn Zimmerman, CEO and Chief Strategist of Swing Communication. With over 25 years of experience in internal communications and change communication, Lynn shared valuable insights on managing change strategically and how effective marketing communications can support organizational success.

This episode is a must-listen for professionals focused on continuing professional development in the fast-evolving world of corporate communications.

CultivatED Marketer Ep. 33 — Effective Change Communication and Strategic Internal Comms with Lynn Zimmerman

Lynn Zimmerman began her unexpected journey into the world of journalism and communications at the University of Kansas, where her initial focus was not on communication. However, after realizing her passion for business and communication, she pivoted to a career in strategic communications, eventually leading her to become a specialist in change communication. Her extensive experience includes roles at Sprint and T-Mobile, where she honed her skills in internal and change communication, ultimately founding her firm, Swing Communication in 2012.

Understanding Change Communication

Lynn defines change communication as the intentional, strategic messaging of information surrounding events that are temporary but disruptive, such as mergers, organizational restructuring, or technology rollouts. The goal, according to Lynn, is not to excite employees about change but to guide them towards acceptance and readiness to adapt. She emphasizes the importance of behavior change as the intersection of change communication, internal communication, and change management. Effective change communication ensures employees understand their roles and the impact of changes, fostering a smoother transition.

The Strategic Role of Internal Communications in Organizational Culture

Internal communication, as Lynn describes, plays a critical role in maintaining company culture and preparing organizations for change by reinforcing mission-driven messaging. By consistently communicating company values, vision, and mission, internal communications lay the groundwork for change readiness, ensuring that employees understand why changes occur and how they align with the company’s strategic goals.

Common Communication Challenges and Career Growth Opportunities

Lynn discusses common pitfalls companies face, including the outdated “spray and pray” method of communication, where information is disseminated broadly without regard for audience segmentation. She emphasizes the importance of understanding audiences, especially frontline employees, and tailoring communication strategies to meet varied needs. Highlighting the power of middle managers as trusted communication conduits, Lynn underscores the necessity of equipping these leaders with the proper tools through communication professional development.

AI and the Future of External Communications

With technology continually evolving, Lynn is excited about the potential of AI to transform both internal and external communications landscapes. She pointed out how AI can free communicators’ time for strategic tasks while cautioning against leaving AI implementation solely to IT departments. Instead, Lynn advocates for communicators to actively participate in AI discussions to ensure these tools are aligned with strategic communication goals.

Building a Communications Career: Networking, Consulting, and Continuous Learning

For those considering venturing into consulting or starting their own business, Lynn stresses the importance of networking. Her involvement with the International Association of Business Communicators (IABC) has been pivotal in building relationships and gaining opportunities. Lynn believes that engaging with professional organizations, volunteering, and sharing knowledge freely are key to professional development for communications professionals.

Elevating Your Professional Development in Marketing Communications

Lynn’s expertise offers valuable lessons in the realm of change communication and internal strategy. From managing change to leading cultural transformation, communicators who invest in career development, continuing professional development, and strategic upskilling will continue to thrive.

By understanding both the human and strategic facets of communication, organizations can navigate change more effectively and build resilient and adaptive workforces. As change continues to accelerate in today’s world, communicators serve as strategic partners in aligning business objectives with employee engagement, ensuring both short-term adaptability and long-term success.

Find Lynn Zimmerman on LinkedIn

 

00:00 Introduction and Welcoming Julie

00:38 Introducing the Guest: Lynn Zimmerman

02:05 Lynn’s Career Journey and Insights

05:24 From Corporate to Independent: Lynn’s Leap

11:46 Understanding Change Communications

22:10 Challenges and Strategies in Change Communications

29:57 Effective Communication Strategies for Managers

30:37 Challenges and Solutions in Internal Communications

31:41 The Role of Internal Comms in Organizational Change

34:51 Daily Tasks of a Change Communications Consultant

36:57 Networking and Professional Development

46:03 The Impact of AI on Communications

52:18 Final Thoughts and Personal Insights