The New Role of Live Communication in Transformation Processes
Companies invest significant resources in developing new strategies. Market positioning is refined, business models are further developed, and transformation programs are launched. However, the real challenge often begins only afterward: How does a strategic decision translate into shared understanding and concrete action within the organization?
Traditional communication tools are often insufficient for this. Presentations, information events, and digital channels can convey content, but they don't automatically create a shared understanding of the goal, the path, and the consequences. Especially during periods of change, the success of a strategy depends not only on its quality but also on whether it resonates within the organization and fosters participation.
The Ludwigsburg-based agency what when why works at this intersection of strategy, communication, and impact. They define "event-centric corporate communication" as an integrated communication process in which live formats function not as isolated measures but as central, shared spaces for experience.
“Between strategic decision and concrete action lies a translation process. People want to know: What does this mean for our area? What will change for me? And how will we know we're making progress? Good transformation communication clarifies these questions and involves the organization in finding the answers,” says Carsten Knieriem, Managing Director of what when why.
This translation process is particularly challenging in transformations. Changes impact routines, responsibilities, role models, and corporate culture. Rational plausibility alone is therefore insufficient. Communication must also address uncertainties, potential losses, and existing resistance.
Transformation becomes emotionally engaging when people feel their experiences are taken seriously and they can develop a credible vision for the future.
This engagement doesn't begin with official communication. Informal conversations, rumors, and preconceptions shape how a project is perceived from the outset. Therefore, anyone who wants to lead transformation effectively through communication must first listen: What questions arise? Where does resistance emerge? What experiences influence the reactions? “Early communication doesn’t mean having all the answers. It means not leaving uncertainty to fester,” says Knieriem.
Campaigning connects the entire process
Targeted campaigning picks up on these early signals and guides communication with target groups throughout the entire transformation process. It connects the pre-event, the live event, and the post-event into a strategically planned, time-integrated process. This ensures that the content-related introduction, the live format, and the topics and formats of the follow-up are aligned from the outset.
During the live event, this preparation coalesces into a shared experience. Live communication creates a space for working and learning: questions are discussed together, different perspectives are brought together, and strategic tensions are addressed. Subsequently, in-depth formats, team dialogues, and tailored content keep the key topics top of mind and support the implementation of the strategy in the various departments, teams, and daily work. In this way, each phase prepares the ground for the next and amplifies its impact.
Leadership becomes visible in the live moment.
Especially in this shared work and experiential space, leadership communication plays a crucial role. It is revealed in how leaders contextualize decisions, explain consequences, demonstrate their stance, and conduct dialogue. Leadership itself thus becomes part of the message: Not only content, but also language, presence, and how open issues are handled shape whether people in the organization perceive the change as credible.
"A live format is not a showcase of transformation. It is a work situation within the organization. Leadership there must not only broadcast, but also contextualize, listen, and tolerate contradictions. This is precisely where credibility is built," says Carsten Knieriem.
Impact is systematically planned.
What, when, and why develops and manages precisely these kinds of continuous communication processes, from strategic clarification to effective implementation with the customer. The conceptual foundation is Emotion Engineering®: Strategic clarity is combined with experience-oriented communication to systematically plan and strategically amplify impact.
Strategic goals are translated into an impact-oriented communication architecture: a comprehensive plan in which campaigning, strategy and change events, and participatory formats each have a clear role and are interconnected. The leadership team is also integrated into this plan.
