Less Chatter, More Matter: The Communications Podcast #134 Change communications pet peeves, and how to fix them (ft. Gilbert Kruidenier)
Sep 4, 2025
Gilbert Kruidenier, an organisational change expert and author with over 20 years of experience, shares insights on navigating the complexities of change communications. He discusses the common frustrations professionals face, such as the clash between marketing and internal comms, and how to differentiate roles effectively. Gilbert emphasizes the need for clear, human-centered messaging and practical strategies to manage expectations. He also highlights the importance of asking questions and keeping communication simple to engage audiences better.
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Work With Internal Comms, Not Against Them
- Work with internal comms: learn their style guide, timelines and constraints before asking for help.
- Negotiate compromises and escalate to your sponsor only after trying to fit their process and schedule.
16,000 Staff With 1.5 Comms People
- Gilbert recalled working in a 16,000-person org with one and a half people for internal comms.
- That experience shaped his empathy for internal comms workloads and a collaborative approach.
Document What You Did When Blamed
- When communications is blamed, present your schedule, channels used and constraints to show what you did.
- Manage expectations by explaining time limits and what was possible given the brief and approval delays.
