Change communication

How acceptance and commitment to change can be achieved

“Why do we have to change?” – one of the central questions in almost every transformation project. Answers to these and other questions about change are systematically processed in change communication.

Change communication is important as a first step to ensure understanding and acceptance, and thereby minimize resistance.

In every organization, you need clarity and safety despite the desired change. The key is to create a shared understanding of the vision, goals, and benefits of the change.

That’s why change communication is the basis for motivating, mobilizing, and inviting employees to participate. During a change project, you ensure transparency about activities and progress and achieve short-term successes – and you also communicate about it. This is the only way to maintain momentum.

Your change story with a communication plan is based on the following key questions:

  • Why do we have to change? What is the status quo, and does this lead to?
  • What is the direction of the change? What does an attractive vision of the future look like?
  • What should change, and what should remain the same? What strengths can we rely on?
  • What does the change process look like? What phases and milestones will there be?
  • Who is involved in the change, and in what form? Who has which responsibilities, tasks, and roles?
  • What principles and attitudes guide us in change?
  • What does an effective communication plan look like that covers the elements of informing, mobilizing, and helping to shape things?

Ideal mix of information,
dialogue and participation

As part of change communication, we use different communication channels, media, and formats. In addition to the classic internal company communication channels, we rely on dialogue-oriented communication formats such as town hall meetings, large-group events, customer conferences, focus groups, sounding boards, change cafés, etc. Another essential building block in change communication are the leaders themselves, who are supported with content and formats for change progress as part of their line communication.

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