Often change updates read like headlines: loud, polished, and forgettable.
The real impact happens when leaders stop announcing and start explaining.
The Problem: When Change Sounds Corporate
A lot of change communication reads like a press release.
Polished. Controlled. Safe.
But safety isn’t what builds trust.
When leaders write to protect reputation instead of guiding understanding, people feel it. The tone is careful, the words are distant — and clarity disappears.
Change doesn’t fail because people resist it.
It fails because the message never felt real.
The Press Release Reflex
Corporate language was designed to manage perception. It has its place — in media statements, investor briefings, and quarterly reports.
But in change communication, that same language creates distance.
“We’re pleased to announce…”
“Effective immediately…”
“We’re optimizing our processes…”
These phrases don’t sound human — they sound rehearsed. They turn transformation into PR.
Employees don’t want polish. They want perspective. They want to understand what’s happening and why it matters.
When your message reads like a press release, it signals control, not care.
What People Actually Hear
When leaders say:
“We’re optimizing workflows,”
people often hear:
“My job might be changing.”
When they read:
“We’re realigning to drive efficiency,”
they quietly assume:
“We’ll be expected to do more with less.”
That’s not cynicism. It’s experience.
Corporate language asks people to trust without context. But clarity earns trust by giving people something solid to hold onto — meaning, not messaging.
The Clarity Standard
Here’s the simplest test I use:
If your message could run on a newswire, it’s not clear enough for your team.
Change communication isn’t about announcing.
It’s about anchoring.
Leaders don’t need louder messages. They need clearer ones — messages that explain decisions, acknowledge impact, and offer direction.
That’s how clarity becomes leadership.
(For a deeper look at how language shapes trust, read Language of Change.)
How to Write Change Messages People Believe
1️⃣ Start with purpose.
Lead with why this change matters now, not just what’s changing.
2️⃣ Use a human tone.
Write the way you’d explain it to someone on your team, not to the media.
3️⃣ Acknowledge reality.
People don’t expect perfection. They expect honesty about impact.
4️⃣ Answer what matters most:
What does this mean for me?
5️⃣ End with direction.
Tell people what happens next and where they can go for updates.
Clarity doesn’t require more words. It requires better ones.
From Press Release to Clarity
Here’s how the shift looks in practice:
| Press Release Phrase | Clarity Rewrite |
|---|---|
| “We’re pleased to announce the implementation of a new system.” | “Starting next month, we’ll introduce a new system designed to make your daily work faster and simpler.” |
| “This change will optimize performance and streamline operations.” | “The new process removes steps that slow teams down — you’ll see quicker approvals and fewer bottlenecks.” |
| “We’re driving alignment across functions.” | “We’re connecting teams so decisions move faster and feel more consistent.” |
| “Stakeholders will be notified of updates.” | “We’ll keep teams and partners updated weekly so everyone stays on the same page.” |
Final Thought
The best communicators don’t announce change. They translate it.
They turn abstract strategy into language people can see themselves in.
They write for understanding, not applause.
And that’s why people follow them.
Because clarity isn’t corporate.
It’s human.
FAQs
It manages perception instead of meaning. The language sounds polished but distant, so people don’t trust it—or act on it.
Purpose (why now), plain language, honest impact, what it means for me, and clear next steps.
If it could run on a newswire, it’s too corporate. Also ask three people to repeat the message in their own words. If they diverge, simplify.
Abstract, corporate terms like “implement,” “optimize,” and “stakeholders.” See: Language of Change.
Use the Clarity Framework to align story, rhythm, and feedback across channels.
About Ana Magana
Ana Magana is a strategic communications and change management consultant based in Calgary, Alberta. She helps organizations navigate transformation with clarity, structure, and empathy through her signature Clarity Framework.