Why HR needs to partner with comms for effective change management

If you’ve been in HR for any length of time, you know change doesn’t slow down. It stacks. One initiative becomes five. One organizational shift becomes a complete restructure. One new tool becomes a whole new way of working. 

And yet, in the rush to “roll out” change, communication often gets left behind. It’s seen as the final step instead of a core strategy. That’s a miss — and it’s costing companies more than they realize. 

Here’s the truth: When communication is treated as an afterthought, people feel like an afterthought. And when people feel forgotten, even the best change efforts can stall. As someone who leads marketing and communications and partners closely with HR, I’ve seen how powerful alignment between these two teams can be. It’s not about perfect messaging. It’s about building trust from the inside out — and doing it together. 

Change is constant, but chaos doesn’t have to be 

In our recent research on organizational friction, 78% of people said the way change is handled at their company hurts efficiency. Think about that. We’re all trying to move fast, innovate, and evolve — and the very thing that’s supposed to help us do that is making it harder to get work done. 

That’s not just frustrating. It’s avoidable. 

No, communication alone won’t fix every organizational issue. But done well, it helps change feel less like something happening to people and more like something happening with them. 

Let’s talk about what that actually looks like. 

What’s possible with great change communications  

In our survey, 68% of respondents said their company isn’t prepared for industry changes. And less than half (44%) said their organization is good at communicating change. That gap? That’s where the friction lives. 

Good communication doesn’t mean spin. It means clarity and context. It also makes space for people to understand, ask questions, and move forward with purpose. 

Here’s what that unlocks: 
 

• Crushes the chaos. Change stirs uncertainty — and where there’s uncertainty, there are rumors. Communication steps in with facts and direction before the narrative gets hijacked. 

• Earns trust. When leaders are transparent about what’s changing and why — even when the message is tough — they show respect. People notice and they remember. 

• Connects the dots. Change isn’t just operational—it’s emotional. Explaining the “why” behind a shift gives people something to hold onto. It helps them see where they fit in and why it matters. 

• Invites feedback. Change shouldn’t be a monologue. When you open the door to questions and concerns, you improve the plan and strengthen buy-in. 

• Aligns efforts. Change often requires new behaviors or priorities. Communication ensures everyone is moving in the same direction, toward the same goals. 

• Keeps things moving. Change takes time. And without consistent communication, momentum fades. A good comms plan reminds people what’s ahead, celebrates what’s working, and recalibrates when needed. 

When communication is intentional, consistent, and human, change doesn’t just land better — it lasts longer. 

What a solid HR-comms partnership looks like 

It starts with dropping the silos. HR and comms teams have always shared a common goal: helping people thrive. Change gives them a chance to do that work together, in a way that’s greater than the sum of their parts. 

Here’s how that plays out: 
 

• Align on people strategy. HR knows where the impact is going to hit. Comms knows how to reach people where they are. Together, they can craft timely, relevant, and real messages. 

• Build the narrative — don’t just deliver it. HR owns the “what”. Comms shapes the why and the how. When the two teams collaborate from the start, the result is a story people understand — and believe. 

• Get specific. Not everyone experiences change the same way. HR can identify the segments, and comms can personalize the message. Right content, right tone, right time. 

• Coordinate your rollout. HR and comms should sequence the rollout like a campaign, not a one-off. From emails to town halls to manager briefings, a well-paced plan builds understanding without overwhelming people. 

• Equip your managers. Your people managers are make-or-break players in change management. HR can surface what they need, while comms can give them the tools to lead with confidence and credibility. 

• Keep the loop open. Pulse surveys, live Q&As, manager feedback—HR brings the signal, and comms adjusts the story. Agility matters, especially when things shift midstream. And they always do. 

• Tie it all back to culture. HR protects your values, and comms expresses them. Change is an organizational culture moment, and values stay visible when these teams stay aligned. 

The bottom line is that change can’t succeed without people. And people need more than a policy update. They need a reason to believe. 

That’s what the HR–comms partnership is about: building belief. Not through perfection, but through presence. Through empathy. Through shared leadership. 

When you bring those strengths together — when HR and comms lead the change from the same playbook — things click. Resistance drops. Trust grows. And transformation becomes something people want to be part of. 

That’s the kind of change that sticks – the kind of change that moves you forward. And it all starts with alignment.