Bethany Thomas, Senior Strategic Communications Manager & Shawn Martell, Director of Learning & Organization Development

When organizations undertake large-scale transformation, about 70% of initiatives fail. 
[Source: McKinsey 2022]

Not because the strategy was wrong. Not because the goals were too lofty. They fail because the people aren’t bought in, and in some cases, that lack of buy-in escalates into active resistance.  

Confusion, mistrust, and pushback can take hold, not out of apathy, but out of uncertainty about what the change means and how it will affect them.

As federal agencies face new and increasing demands—adopting AI, restructuring teams, rebuilding public trust, and driving modernization all within tighter budgets and under intense scrutiny—the need for effective organizational change management is greater than ever.

Transformation doesn’t happen in response to demands or mandates. It happens when there’s a compelling reason to get on board. And the missing ingredient in too many federal change initiatives? Strategic communications.

Why Organizational Change Management Efforts Fail in the Government

Even the best change plans can stall without clear, timely communication. It’s the enabler that helps people make sense of change and move forward with confidence.

Multiple studies and our own federal experience show that when leadership fails to clearly communicate the “why,” the “what,” and the “how,” employees disengage.  

Transformation stalls (or fails to start at all) and is replaced with confusion and resistance.  

That’s why effective organizational change must begin with a deliberate communications strategy, one that Bixal’s proven approach intentionally integrates into every phase of change to ensure organizations listen deeply, learn continuously, and lead with clarity and purpose. 

4 Ways Strategic Communications Drives Successful Change 

1. Start with the People, Not the Policy 

Effective organizational change management doesn’t start with a slide deck or an executive memo. It starts with understanding your workforce. 

We help agencies map out: 

• Who needs to know what and when.
• Where early adopters and skeptics are likely to emerge, and how to engage them.
• What matters most to different groups across the organization. 

This human-centered approach informs messaging that resonates, reduces resistance, and builds early momentum. When employees feel seen and heard, they’re more likely to engage with—and champion—the change. 

2. Make Communication Easy to Hear and Hard to Miss 

Email alone won’t do it. Government employees engage across internal platforms, meetings, chats, briefs, and informal channels. 

Multi-channel communication plans need to: 

• Use the right tone and format for each audience.
• Sequence messages to match the pace of change.
• Reinforce consistent themes across channels without creating fatigue.
• Equip trusted messengers, like supervisors and peers, to deliver and personalize key messages. 

When your strategy accounts for how people consume information, they’re more likely to stay engaged and aligned. 

3. Balance Transparency with Timing 

In organizational change management, transparency builds trust, but too much too soon can overwhelm. 

Instead, it's important to: 

• Frame the "why" early and clearly.
• Share timely updates tied to meaningful milestones.
• Host town halls, listening sessions, and Q&As.
• Acknowledge both progress and pitfalls. 

This phased approach builds confidence, reduces uncertainty, and keeps employees engaged, without creating confusion or fear. 

4. Measure What Matters and Adjust in Real Time 

Change is dynamic, and your communications strategy should be too. We take an agile, data-informed approach to help agencies stay responsive and adaptive throughout the change process.  

We track: 

• Engagement across email, events, and communication channels.
• Sentiment shifts through pulse surveys and direct feedback.
• Questions and concerns raised at briefings and forums.
• Participation rates and adoption behaviors tied to training and new tools. 

These real-time feedback loops allow agencies to refine messaging, address issues early, and prevent resistance from hardening into roadblocks.  

Communication is the Backbone of Organizational Change Management 

Real transformation isn’t just about adopting new systems or policies. It’s about helping people move forward with clarity, confidence, and shared purpose. 

That’s why at Bixal, we integrate strategic communications into every phase of organizational change management to help agencies: 

• Build trust and secure buy-in during transitions.
• Craft messaging that drives understanding and sustained behavior change.
• Align teams across functions, levels, and locations.
• Deliver outcomes that are faster, more durable, and mission-aligned. 

When communication is intentional, human-centered, and responsive, change gains momentum and becomes a catalyst rather than a disruption. 

Want to Guide Your Workforce through Change without Losing Momentum?

Let’s connect via the form below. Bixal helps federal teams reduce resistance and accelerate results with communications that meet the moment.