5. Change Communication

Journalists, press spokespersons or creatives in advertising agencies are always externally oriented in their communication. Change communication largely refers to internal communication during a change—but not exclusively internal communication, since in addition to employees, other stakeholders must also be informed during change processes (see Deutinger 2017, p. 8 f.). An example: A regional daily newspaper revises its layout. Readers must be informed about the redesign so that they can find their way around in their daily reading routine. In addition, the publisher must clearly communicate why the redesign is necessary and what advantages are seen in it. This communication also contributes to a stronger personal bond. It should be clearly communicated what the primary goal of the revision is, what graphic innovations there are and what style elements will be used. This example makes it clear that several stakeholders must be taken into consideration when it comes to change communication in one’s own company.