New Change Communications Strategies for 2021

Tuesday, March 9, 2021
1-3:30 p.m. ET

How to Beat Stakeholder Fatigue and Prepare for What's Next

Manage Change • Increase Employee Morale • Calm Stakeholder Fears • Eliminate Confusion • Keep to Budgets • Measure Success • Prepare for the Future • Bounce Back Better

It's been a year of constant change, with Covid-19 consuming most of our attention. But we're now facing additional "cascading crises" beyond the pandemic—from remote employees returning to work, vaccine (mis)information, ongoing layoffs and furloughs, accelerating M&A activity, employee wellness challenges and more.

One thing is sure amid all the uncertainty: You can't be reactive. And to be proactive you need to start with the right structure and strategy for communicating change.

Join Ragan on March 9 for a must-attend virtual workshop featuring Brooke Robertson (TechnipFMC), Sheila Noel (UKG), Julia Christenson (Edelman), Daniel Lemin (Edelman), Roger Kerson (National Council for Occupational Safety and Health) and Diana Peltier (Ragan Consulting Group). In this deep-dive workshop, you'll get the latest change communication strategies, skills and tools you can implement now to prepare your employees and other stakeholders for simmering crises and looming changes.

Top 10 things you'll learn:

  • What's next in: Return to the workplace, staff reorganizations, M&As, vaccine rollouts, diversity and inclusion, and more
  • How to combat fear with facts for each of these hot-button issues
  • Why change communications frameworks like Prosci's ADKAR model (awareness, desire, knowledge, ability and reinforcement) are RIP—and the new, more responsive frameworks you should be using
  • The anatomy of a successful change management communications strategy in the new "WFH-meets-WTF" age
  • The nonprofit “built for good” conundrum: How to overcome a common
    “If it ain’t broke, don’t fix it” attitude in nonprofit change management
  • The neuroscience of change: Why employees resist it and how to flip the script so they embrace what's next by focusing on opportunity
  • Partnering with leadership to develop information guides and talking points
  • How to share these materials and engage employees on the new direction
  • New and traditional digital channels to maximize reach for your change communications content—from Intranets and emails to newsletters, townhalls
  • Best ways for PR, HR and marketing to collaborate
  • Using Data to Effectively Communicate Internal Changes
  • OSHA Rights for Employees: What Communicators Must Know
  • OSHA: Guidance for Returning to Work
  • Special Report: 9 Ways Communicators Can Spark Culture Change



Don't miss this unique opportunity!


Join to calm fears, boost morale, maintain productivity and help your teams and valued partners successfully navigate seas of change in a year of continued upheaval.

1-1:35 p.m. ET
Session 1: Culture & Purpose
A Better Transformation Mindset: Create a "Best Place to Work" Culture of Change

Today's workforce faces a relentless cycle of change that threatens employee wellbeing, productivity—and even attitudes about employers. In this session, you'll hear from a frequent "Best Place to Work" on how to keep pace with change while fostering a positive and more supportive employee-centric culture of change.

You'll learn:

  • Firm foundations: Boosting engagement by tying change to organizational purpose
  • Employee-centric strategies: How to create a responsive culture that adapts to change
  • How to assess and activate your best partners to help support change
  • How to balance constant "firefighting" with a forward-looking vision
  • Transformation roadmap: Insights to prepare managers for what's next
1:40-2:20 p.m. ET
Session 2: Content & Channels
Head Meets Heart: Channels and Messaging to Inspire and Activate Change Agents

Internal messaging and effective use of your digital channels is vital when your organization undergoes structural shifts, tries a new business model or steers into uncharted areas like we all have this past year. Discover new ways to create change-oriented content and share your vision when you most need to protect your brand and employees.

You'll learn:

  • Why traditional change management frameworks like Prosci's ADKAR model fail(awareness, desire, knowledge, ability and reinforcement)
  • Values + Empathy: What a modern change comms model looks like in 2021
  • How to identity the best digital channels and influencers for your message
  • Talk triggers and internal word of mouth: How to create a safe place and give employees a reason to talk about your change initiatives and what they're feeling
  • How to create a feedback loop and measure engagement so you can adjust, reinforce and celebrate wins on your journey to change
Daniel Lemin
Vice President of Reputation and Advisory/Digital
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Executive Vice President, Head of Employee Experience Practice
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2:25-3:05 p.m. ET
Session 3: Success Stories
Lessons Learned: Case Studies in What Works and What's Next for Change Comms

Now that you've heard the guiding principles, best frameworks, messaging guidelines and the best digital channels to use, here's how communications execs at two global brands applied them to the biggest transformations and threats of the past year—so you can face changes on the horizon. These inspiring case studies will provide proven tactics, templates and tips to help you manage and communicate through tough times ahead.

You'll learn:

  • How two brands aligned 12,000 employees in a global M&A during Covid—and how another achieved trust and unity amid rolling layoffs and furloughs
  • Re-orging comms teams: Lessons in merging working styles, communication philosophies and tools (Zoom, microsites and intranets)
  • How to project manage change initiatives so the right conversations happen in the right order
  • KPIs that matter: How to measure your change communications successes
  • What's next: How to handle vaccine, return-to-work and other timely topics
Brooke Robertson
Director of Public Relations, Senior Communications Manager
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Vice President of Global Employee Communications
Ultimate Kronos Group
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3:05-3:30 p.m. ET
Panel Braintrust
Closing Remarks and Key Takeaways

We'll share the top takeaways from the summit as you prepare to implement these ideas for your organization.

Brian Pittman
Manager, Strategic Programming
Ragan Training and PR Daily
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Vice President of Reputation and Advisory/Digital
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Vice President of Global Employee Communications
Ultimate Kronos Group
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Director of Public Relations, Senior Communications Manager
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Top 5 reasons to attend this virtual summit

  • You'll listen to and interact with the nation's top change comms experts.
  • You'll receive all presentations and handouts.
  • You'll get access to an on-demand recording of the event for six months.
  • You're guaranteed extensive, how-to instruction you can use immediately.
  • You can attend this immersive summit without having to leave your desk.


If you work in:

Internal communications • Executive communications • Crisis communications • Diversity and inclusion • Brand journalism • Public relations


Register for this virtual summit to prepare, inspire and activate your workplace in times of radical change with the latest strategies, hard-won secrets and success stories.
Early Bird Rates
(until 02/23/21)
Regular Rates
Registration $600 $675
Ragan Insider Registration $500 $575
Nonprofit Registration $450 $525

Phone registrations and group pricing: For group orders please contact our customer service team at 800-878-5331 or

For questions, please contact customer service at or by calling 800-878-5331.

Please visit our FAQ


Cancellation Policy: Fees are non-refundable. Substitutions will be accepted up to 7 days prior to the event for another virtual event of equal value.