Corporate Newsroom

A non-commercial organisation had well over half a million members to communicate with. The related teams (+70 members) were not only distributed across multiple floors and buildings, so that they remained physically separated in their silos. In addition they used different channels to communicate with the organisation’s stakeholders. On top of that, there was no common strategy or collaborative structure. This led to expensive multi-structures and conflicting messages in the organisation’s media channels. Therefore, the Executive Board wanted to quickly replace this silo structure with a modern integrated communications department, a corporate newsroom setup.

These plans led to great unrest and resistance, especially among the middle management. Those affected were particularly concerned about the loss of their privileges. Among employees, the plans caused fear of additional work, among other things.

The top-down transformation generated the expected emotions. Therefore, the initial focus was on a detailed discussion with those affected on the necessity of the change and the timing. The Works Council was also involved.