An interview on consultancy, 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 a mid-year 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?

There’s no doubt that 2021 will be remembered as a year of change. As a communications consultancy, we’ve long observed, for example, an increase in requests for support in the area of internal communications. This trend isn’t new, but it has been exacerbated by the pandemic. Efficient staff communication to foster employee retention, a strong employer brand for recruitment, and internal information and participation as the foundation of a modern employer culture are all high on our clients’ agendas.

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

Accordingly, we have developed various communication strategies, typically using integrated, 360-degree approaches. Communication is becoming even faster, and the channels more diverse – companies must respond to this through 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 big role for us.

2. What is it about storytelling that you find so interesting at the moment?

Its communicative power and the richness of its 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, by contrast, 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 say we – or agencies – play today?

As an agency, we are communicative doers: we conceive, build and implement, as well as delivering communication strategies. However, outsourced capacity is really just part of the day-to-day business of good agencies. As consultants with many years’ 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 consultancy approach’?

Firstly: empowering leaders through communication. Partly in the context of digital transformation, 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 when it comes to this aspect.

Secondly: communication is about managing emotions. Particularly when companies are undergoing a major change process, uncontrolled rumours are a common – and, above all, potent – side effect. From a communication perspective, this is a highly sensitive process that often places significant 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, one last question: what advice would you give to companies looking to modernise or even completely overhaul their corporate communications?

Talk to in-house communications professionals or consultants. Don’t think in terms of individual measures, but in strategic terms! First, clarify the objectives and target audiences. Only then should we discuss channels and measures.