Use of multipliers in change communication: How credible personal communication can make change effective

Abstract

During organisational change, face-to-face communication with the employees who are affected is a key factor for success. Typical interventions in change processes include kick-off events, management meetings and workshops. Given the limitations of these interventions, the preparation of credible communicators from different hierarchical levels and organisational units, as multipliers, is an effective alternative. Based on extensive research and practical experience in multinational companies such as BMW and Siemens, this article explains, using seven questions, how to choose and prepare those multipliers and how to integrate them into different communication activities. © 2008 Springer-Verlag Berlin Heidelberg.