One of the biggest mistakes managers make during change is not reinforcing the message and assuming that once is enough. Communicating a message once—even clearly—is rarely sufficient. Repetition and consistency are crucial for effective communication.

Why Repetition Matters
In uncertain times, people are distracted or emotionally taxed. They may not retain everything they hear the first time. Repeating key messages helps them sink in and provides reassurance.

Consistency Builds Credibility
Saying one thing while doing another—or changing your story—erodes trust. Managers must ensure alignment between their words and actions. If something changes, explain why and how. Otherwise, employees may feel misled.

Use Multiple Formats
People process information differently. Some need to hear it, others need to see it in writing, and many benefit from both. Share the same core message via meetings, emails, Slack, and 1:1s to reach everyone.

Anchor to the “Why”
Reinforce the purpose behind the change. Repetition isn’t just repeating facts—it’s reiterating meaning. When employees understand the “why,” they’re more likely to accept the “what” and “how.”

Make It a Team Effort
Cascade messaging through team leads and supervisors. Equip them with the right tools and talking points to echo leadership’s message. This ensures consistency across levels and departments.

Bottom Line
Effective communication isn’t a one-time event. It’s a strategic process that requires repetition, consistency, and reinforcement. In times of change, say it again—and then say it again—with clarity and purpose.