The world is changing at a breathtaking pace; even unshakable optimists sometimes lose confidence in future developments. Companies and public organizations are required to convey security to their stakeholders. Communication has gone from being a downstream service to a strategic management task.
Since the Second World War, there has hardly been a period that has created as many uncertainties as the current decade. Globalization and global supply chains are disintegrating more and the shortage of skilled workers affects all levels of companies and industries. The climate crisis is threatening the ecological and social balance, and global tensions, including the threat of war, are affecting more and more people all over the world.
Artificial intelligence promises epochal upheavals in the workplace and in the media world. Propaganda campaigns and fake news distort perception and make orientation difficult. In search of orientation and confidence, employees, customers and other stakeholders also turn to business. Companies of all types and sizes are constantly challenged to provide security to their stakeholders. The same applies to associations, regional and local administrations as well as local politics.
They must be able to explain current developments and their relevance on an ongoing basis and to show their position on them.
Rooted at all levels of organization
For many organizations and companies, this is a new role that places high demands on professional communication work. The importance of communication for organizational success has increased significantly.
In order to do justice to this development, communication must be rooted at all levels of the organization: from the Board of Directors or Management to the individual departments. Modern administrative and supervisory boards as well as company management take today's communication challenges seriously. In order for their own work and decisions to have the full effect in the organization, they incorporate communicative aspects into their decision-making.
Organizationally, they ensure that communication has the necessary hierarchical classifications and sufficient resources, define its goals and review the measures. Communicators with experience in corporate management are not just guests on a board of directors or management. They must be able to have their say, and participate.