Interview on consulting, storytelling and the role of agencies today

Consultancy, storytelling and the role of agencies today

1. Summer is over, and the year is drawing to a close. Time for an interim review. Which brings me straight to the first question: In your view, which areas of consultancy have had a particularly significant impact on corporate communications this year?

It is quite clear that 2021 will be remembered as a year of change. As a communications consultancy, for example, we have long observed an increase in requests for support in the area of internal communications. This trend is not new, but it has been exacerbated by the pandemic. Efficient employee communication to boost staff retention, a strong employer brand for recruitment, and internal information and participation as the foundation of a modern employer culture are all on our clients’ agendas.

At Change (Communications), too, we have never had a year in which the focus of our consultancy work was so high in terms of enquiries. Companies must change – on the one hand as a result of internal restructuring and on the other due to digital transformation and its effects. Communication is shifting from a ‘nice to have’ to a ‘must have’.

Accordingly, we have developed various communication strategies, usually with integrated approaches – in other words, 360-degree strategies. Communication is becoming even faster, and the channels more diverse – companies must respond to this in their communications. With our PR DNA, we like to take a strategic approach via content – it’s practically in our blood. That’s why storytelling plays such a major role for us.

2. What makes storytelling so interesting to you right now?

The communicative power and the rich variety of applications. Company stories highlight a company’s unique identity. They are ideal for conveying the vision, mission, corporate values and guiding principles to key stakeholders, both internally and externally. Brand stories, on the other hand, draw readers’ attention to the brand, enhancing its image and building customer trust. Last but not least, product stories are clearly aimed at selling products or services and positioning the USPs.

The stories are all already there; they just need to be unearthed as treasures and told properly. At the right time, in the right place, to the right audience.

3. Based on these observations, what role would you assign to us or to agencies today?

As an agency, we are communicative doers: we are the ones who conceive, build and implement, as well as the providers of communicative measures. However, outsourced capacity is really just part of the day-to-day business of good agencies. As consultants with many years of experience, we bring to the table, as a team, very broad yet highly specialised expertise and that invaluable external perspective. Together, this enables us to adopt an optimal consulting approach.

4. Do you have any examples of this “optimal consulting approach”?

Firstly: empowering executives through communication. In the context of digital transformation, amongst other things, the importance of communication in the field of ‘leadership’ is coming increasingly into focus these days. Modern leaders must be good communicators and be able to talk to staff at any time about, for example, change processes. Not every leader can do this automatically. In our experience, most leaders are very open-minded, eager to learn and grateful for the advice on this aspect.

Secondly: communication is about managing emotions. Especially when companies are undergoing a major change process, uncontrolled office gossip is a common and, above all, potent side effect. From a communication perspective, this is a highly sensitive process that often places great demands on us as consultants within the team. Here, it is important to advise our clients on the dos and don’ts, to anticipate challenges or even risks, and to navigate this phase sustainably using the appropriate tools (stakeholder mapping, SWOT analysis, etc.).

5. So, final question: What advice would you give to companies looking to modernise or even completely overhaul their corporate communications?

Talk to corporate communicators or consultants. Don’t think in terms of specific measures, but in strategic terms! First clarify the objectives and target audiences. Only then should we discuss channels and measures.