How do you maintain forward momentum and engagement when old truths no longer apply and the world around us is changing rapidly? Diplomat Communications hosted a seminar on communication in transformation journeys, where PostNord and Stegra, two companies with very different starting points, shared their experiences.
Right now, PostNord is undergoing its largest transformation in 400 years. 18,000 employees are part of a journey where new delivery solutions and shifting customer behaviors are reshaping the business, centered around the movement and campaign Vi tar saker framåt (We Move Things Forward).
The steel startup Stegra is building a company, a factory, and helping to transform society in Boden, at a time when the green transition is facing headwinds and the road to production places high demands on both pace and communication.
At the seminar, it became clear that although the companies operate under very different conditions, they wrestle with the same fundamental challenge. They need to create meaning, direction, and commitment when everything is changing. Diplomat’s advisors on change communication, Anders Oremark and Sonja Rasin, share three key insights from the seminar on how to build successful communication when an organization is undergoing change:
1. A clear purpose, shared direction and a common thread
A successful transformation journey begins with a clear purpose and a shared story about where the organization is headed and why. The story needs to be authentic, easy to grasp, and grounded in reality. Everyone must understand their role and how they can contribute to the bigger picture. Bring the story to life using storytelling, evidence, and real-world examples. Strong communication lays the foundation for creating the force and movement needed to drive change forward.
“An engaging, credible story about why and how the change will happen is the starting point of every transformation journey.” – Sonja Rasin, Partner at Diplomat Communications
2. Stories that engage
As AI becomes part of everyday life, authenticity and emotion have never been more important. Communication that balances emotion and fact, and truly never connects with people builds engagement and trust. Both PostNord and Stegra emphasized the importance of courage in communication.
3. Keep it up – change takes time
Lasting change is not about achieving results in a single project. It is about a long-term shift in direction that holds over time. That requires perseverance, patience, and leadership that endures even when motivation falters. The role of communication is to help maintain the course, especially when the winds pick up.
Want to know more?
At Diplomat Communications, we have extensive experience in helping companies drive change. Interested in knowing more about our tools for successful change communication? Get in touch with us.
Sonja Rasin, Partner, Diplomat Communications
Anders Oremark, Founding Partner, Diplomat Communications