The wider impact
What about the wider ramifications of the change? A Change in practice may mean additional responsibility for one area, but a reduction in the role of another. This could make it difficult for staff in the area which is seen to be benefitting as they may feel that they are being disloyal to colleagues. Their feeling uncomfortable with the wider impact of the change may become a barrier to effective communication, as they disengage rather than support it.
Even when dealing with internal changes we may need to tailor our message to suit different section within our organization. While we may be more accustomed to using audience segmentation when dealing with external communication campaigns, it can also be used very effectively internally.