Leading Community Change

Leading Community Change

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Leading community changeis a process.

Though the process may differ from one change initiative to the next …

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… there is a common set of questionsThat should be answered…

… by a group before work on a change initiative commences.



Question 1: What kind of change are you and your community group trying to bring about?

The more focused the answer to this question, the easier it will be to communicate the change initiative to people outside the group.



Question 2: What reasons do you haveto believe that this change is necessary?

The people you are trying to influence should be offered compelling reasons to support you.




It is worth noting that in any community, 10% of people are likely to support you …




… 5 – 10% are likely to oppose you; whilst the remaining 80 – 85% are what we refer to as the “silent majority”.




The silent majority can be undecided or ambivalent towards change initiatives.




Winning over the silent majority is hugely important in successfully leading community change.




This silent majority will need compelling reasons to support the change proposed.




These reasons will also be used to counter opposition arguments.



Question 3: Do you have reason to believethat your community will support you in your bid to bring about change?

You should consider what the community at large knows about you as a collective group and the individuals leading the group.




You should also consider how much influence your potential opponents have in the community as well.




Answering this question will help you to determine what kind of tactics to use in influencing the silent majority and community opinion leaders.




It will also help you to clarify the reasons why you believe that the community are likely to follow your lead.



Question 4: Who are the top ten opinionleaders that you need to influencein your community?

Opinion leaders as the name suggests, are people that the community respect.



Question 4: Who are the top ten opinionleaders that you need to influencein your community?

Their endorsement of your change initiative can be most helpful in winning over the silent majority.



Question 5: How can you influencethe opinion leaders?

If they are not known to you personally, you may need intermediaries to speak to them on your behalf.




Opinion leaders are people that you will build working relationships with.




Therefore, consider the reasons why they should support your change initiative and be sure to communicate these reasons to them.



Question 6: What message will you conveyto the community at large?

Your message should be compelling enough to get people interested in what you and your community group have to say on the change initiative that you are pursuing.



Question 7: Who will communicate on behalfof the change initiative group?

The answer to this question is the “best person for the job.”




Though often times the chairperson of a community group will act as external spokesperson …




… it can be whomever the change initiative group decides is best placed to communicate externally with respect to change issues.



Question 8: What methods will be usedto communicate with the community?

There is a wide range of communication methods and tools that can be used.




A community group should consider which of the available tools …




… are best suited to disseminating information and receiving feedback.



In Summary,

Leading community change is a process that can be understood in terms of the answers provided to key questions.



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Leading Community Change