Sefiani launches change communications practice in light of COVID-19

Communications agency Sefiani has launched a change communications practice to help clients address the business disruption caused by COVID-19.

The practice will operate alongside the issues and crisis management practice and be led by Sefiani’s CEO Robyn Sefiani, and directors Nick Owens and Sarah Craig.

Sefiani Communications CEO, Robyn Sefiani

Robyn Sefiani said the COVID-19 crisis was like history repeating itself following the Global Financial Crisis

“Communications plays a critical role in successful business transformation and change management. We helped many companies through major change programmes during the Global Financial Crisis and we’re seeing history repeating itself now, but this time on an even broader and deeper scale,” she said.

“Agile companies are innovating and commencing transformation programs now to ensure they not only survive the current crisis and economic downturn that will surely follow but be as well-positioned as possible to emerge strongly when the recovery eventually comes.

“Change communications needs to be clear, consistent and frequent with authentic messaging on the reasons for change and desired outcomes as well as a frank assessment of how the changes will impact different stakeholder groups. Delivery through appropriate channels needs to be carefully planned and executed in synch with the transformation program.”

The change communications practice will offer communications strategy, planning and implementation to help businesses engage with their stakeholders as well as governments and regulators.

Counsel will also be provided by Sefiani’s senior advisory panel, which recently added former Fairfax journalist, Sean Aylmer, to its ranks.

Aylmer’s content business, Aylmer Anderson, advises businesses on their content strategy for stakeholder engagement, white papers, social media and print media.

Aylmer joins Sefiani’s senior advisory panel, assisting the change communications practice

Aylmer said: “I’ve been impressed with the smart team Robyn leads and am very pleased to join Sefiani’s senior advisory panel where I can collaborate with clients and staff of a communication firm I’ve long admired.”

Sefiani added: “Our Sefiani Senior Advisory Panel comprises people who have achieved excellence in their careers and bring deep knowledge and wisdom to their interactions.

“I have known Sean for over two decades and our paths have constantly crossed. It is a pleasure to welcome him to our advisory panel of senior specialists, particularly at this time when organisations are seeking innovative communication solutions to engage with internal and external stakeholders during disrupted and challenging times.”


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