Change communication – what exactly is it?

Communication can play a key role in driving change forward and making it more successful by making objectives transparent and benefits tangible. This fosters acceptance among those involved, and in the best-case scenario, even enthusiasm. To achieve these results, it is essential to understand how change processes unfold and how to communicate effectively with the relevant target groups on specific topics at each stage. 

Change raises questions

In most cases, every change begins with a great deal of uncertainty – and with it, a host of questions: Where are we still in the ‘normal’ state, and where does change begin? When will the process be complete? Or is this ‘change’ now here to stay, and is constant change perhaps the much-cited ‘new normal’? What role does communication play in the various phases of change? What can (must) we say, and when? And why do we now need participation as well?

These questions will be addressed during the roughly one-hour discussion, as will

• the various stages of change processes,
• the right time to start communicating about change,
• narratives and language tailored to the target audience,
• the sometimes crucial role of managers,
• dealing with those resistant to change
• and, finally, the interfaces and distinctions from related disciplines such as public engagement and crisis communication
• rounded off with best practice examples from our professional experience.

The full podcast is available via the link below, as well as on Spotify and Apple Podcasts:

Change Communications – the key to successful transformation - Inside CommunicationsChange Communications – the key to successful transformation - Inside Communications

About Inside Communications

Inside Communications is a podcast series created by students for anyone who wants to learn more about communication. The series explains terms from all professional fields of communication, from their definitions to their application in everyday communication. To this end, the students interview experts from news agencies, newspapers, radio and television stations, as well as industry, and discuss their experiences with host Guido Weber.