German companies are struggling with digitalization, and the more time passes, the wider the gap between requirements and reality. The long overdue change has at least arrived in some companies, but in a large number of German companies it is still not happening, or is happening far too hesitantly. Hardly anyone doubts that this is the case. Nevertheless, things do not seem to be moving forward; in some cases, they are even moving backwards. There is no shortage of information, publications, studies, statistics, books, articles, videos (...) on the subject; on the contrary. The flood of suggestions for change in all areas of the company is so great that decision-makers are finding it increasingly difficult to develop a concrete starting point at all, let alone a holistic strategy that can be bc data implemented in the medium term. This is why I want to reduce and focus my main topic this autumn, from the perspective of corporate communications; and do so in a way that is as practical as possible based on what I observe in my work every day.
Corporate communications is just one of the many areas that every company must urgently address in relation to digital change, if it has not already done so, and should continue to develop once a concept has been developed. At the same time, it is precisely in communications that certain developments - or the lack of further development - are particularly evident. In my view, the degree of digitization in communications is a good indicator of the digital maturity of a company or organization as a whole. This is therefore the ideal starting point for initiating changes in the complex system.
At the same time, the success of changes in all areas depends on the right communication. If you change something in the communication, especially in the internal structures and the organization of communication, then something can also develop in all other processes. But even if the will to change is there, it is often difficult to break established processes and implement innovations company-wide.
Why is that? What can be done? How can German companies still manage to digitalise? That is the main topic I am focusing on here at PR-Doktor this autumn. I am looking at change in communication. To start with, here are a few thoughts I made during my summer break.