
Tamsen Webster on Communicating Change
The Informed Life
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Facilitating Change Through Understanding
This chapter explores the dynamics of change facilitation by categorizing stakeholders into four distinct groups: actives, antagonists, indifference, and ambivalence. It emphasizes the importance of aligning communication with internal beliefs and narratives to foster engagement and commitment to change. The discussion highlights the need for compassionate persuasion and effective framing to resonate with diverse audiences, enabling more humane and impactful communication.
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