{"id":12168,"date":"2025-05-28T14:21:06","date_gmt":"2025-05-28T14:21:06","guid":{"rendered":"https:\/\/www.medientraining-institut.de\/?p=12168"},"modified":"2025-05-28T14:21:06","modified_gmt":"2025-05-28T14:21:06","slug":"change-communication-in-companies-why-70-of-projects-fail","status":"publish","type":"post","link":"https:\/\/www.medientraining-institut.de\/en\/change-communication-in-companies-why-70-of-projects-fail\/","title":{"rendered":"Change Communication in Companies: Why 70% of Projects Fail"},"content":{"rendered":"

Years ago, I supported the restructuring of a large German mid-sized company. It employed 40,000 people, more than half of them in Germany across multiple locations. As part of the change, sites were reassigned under new board leadership. For some employees, this meant relocating.<\/p>\n

Our mission: Prepare both the board and the works council to communicate the restructuring at all locations simultaneously\u2014with identical wording, clarity, and empathy. Importantly, we were asked to critically assess the concept from an external perspective. Six weeks before \u201cDay X,\u201d we began shaping the communication strategy.<\/p>\n

Several coordination rounds followed with corporate communications, the executive board, and the works council. Shortly before Day X, two-day communication training sessions for board members and works council representatives were held in parallel across all sites, facilitated by multiple trainers.<\/p>\n

The goal was clear: Prevent early information leaks, avoid speculation, and ensure that employees received accurate, transparent communication.<\/p>\n

The strategy worked.<\/strong> The simultaneous company-wide meetings and open, empathetic communication were well-received. Employees felt informed and respected. The restructuring succeeded\u2014because the communication succeeded.<\/p>\n

But unfortunately, this is not the norm.<\/p>\n

\"A<\/p>\n

Why Most Change Projects Fail: Communication Is Often the Weak Link<\/h3>\n

A striking 70% of change initiatives fail to meet their goals, according to a 2023 McKinsey study. Surprisingly, the root cause is not poor planning or strategy\u2014it\u2019s flawed communication.<\/p>\n

When communication falters, it erodes employee trust, stakeholder confidence, and public credibility. Leadership effectiveness suffers. Let\u2019s take a look at the most common communication pitfalls during corporate change:<\/p>\n

3 Critical Communication Mistakes During Change<\/h3>\n
    \n
  1. \n

    Lack of Transparency<\/strong>
    A high-profile example is SAP\u2019s shift to cloud-based services in 2019\/2020. The company failed to communicate the rationale behind the transformation clearly, resulting in uncertainty and frustration. According to Handelsblatt<\/em> (2020), employee motivation dropped significantly, and public perception turned negative.<\/p>\n<\/li>\n<\/ol>\n

    \"Ein

    Photo: Adobe Stock<\/p><\/div>\n

      \n
    1. \n

      Lack of Employee Involvement<\/strong>
      At Continental, a major wave of job cuts beginning in 2019 sparked intense internal resistance. Workers felt excluded from the process and responded with widespread protests. Manager Magazin<\/em> reported that this not only damaged internal morale but also harmed the company\u2019s employer branding.<\/p>\n<\/li>\n

    2. \n

      No Clear Vision<\/strong>
      Siemens initially stumbled during its 2018\/2019 restructuring due to a lack of a clearly communicated vision. Only after leadership shifted to transparent, open messaging did employee support increase markedly (Wirtschaftswoche<\/em>, 2019).<\/p>\n<\/li>\n<\/ol>\n

      How to Communicate Change Successfully: Bosch as a Best-Practice Example<\/h3>\n

      Bosch took a different path during its digital transformation. From the outset, the company prioritized transparent, two-way communication. Regular town hall meetings and interactive platforms created space for dialogue and engagement. This strategy fostered motivation\u2014and led to a successful transformation (Deloitte<\/em>, 2022).<\/p>\n

      \"Die

      Photo: Adobe Stock<\/p><\/div>\n

      The 3 Pillars of Effective Change Communication<\/h3>\n
        \n
      1. \n

        Clarity and Transparency<\/strong>
        Communicate early, openly, and honestly.<\/p>\n<\/li>\n

      2. \n

        Employee Involvement<\/strong>
        Empower employees to co-create the change process.<\/p>\n<\/li>\n

      3. \n

        Continuous Dialogue<\/strong>
        Use interactive communication formats to build trust and engagement.<\/p>\n<\/li>\n<\/ol>\n

        Ready to Lead Change Successfully?<\/h3>\n

        If you’re ready to rethink how your organization communicates change and want to empower your workforce throughout the transformation, we are here to help.<\/p>\n

        Together, we\u2019ll establish communication practices that foster trust, increase engagement, and boost public support.<\/p>\n

        Let\u2019s design a successful change journey together.<\/strong>
        Because communication is leadership\u2014and leadership creates the future.<\/p>\n

        \ud83d\udc49 Book a free consultation with Dr. Nikolai A. Behr today:<\/strong>
        \u260e\ufe0f Phone: 0700 CALL-BEHR
        \ud83d\udce7 Email: office@medientraining-institut.de<\/a><\/p>\n

        \"Nikolai

        Nikolai A. Behr<\/p><\/div>\n

         <\/p>\n

        \"Don't<\/p>\n

         <\/p>\n

        Cover photo: Adobe Stock<\/p>\n","protected":false},"excerpt":{"rendered":"

        Years ago, I supported the restructuring of a large German mid-sized company. It employed 40,000 people, more than half of them in Germany across multiple locations. As part of the change, sites were reassigned under new board leadership. For some employees, this meant relocating. Our mission: Prepare both the board and the works council to […]<\/p>\n","protected":false},"author":15,"featured_media":12163,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_exactmetrics_skip_tracking":false,"footnotes":""},"categories":[1],"tags":[715,716,714,669,664,663],"class_list":["post-12168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-change-communication-in-companies","tag-change-management-en","tag-corporate-transformation","tag-employee-engagement","tag-internal-communication","tag-leadership-communication"],"yoast_head":"\nChange Communication in Companies: Why 70% of Projects Fail<\/title>\n<meta name=\"description\" content=\"Why 70% of change projects fail \u2013 and how effective change communication in companies ensures successful transformation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.medientraining-institut.de\/en\/change-communication-in-companies-why-70-of-projects-fail\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Change Communication in Companies: Why 70% of Projects Fail\" \/>\n<meta property=\"og:description\" content=\"Why 70% of change projects fail \u2013 and how effective change communication in companies ensures successful transformation.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.medientraining-institut.de\/en\/change-communication-in-companies-why-70-of-projects-fail\/\" \/>\n<meta property=\"og:site_name\" content=\"DIKT GmbH - Deutsches Institut f\u00fcr Kommunikations- und MedienTraining\u00ae\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Medientrainer\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-28T14:21:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.medientraining-institut.de\/wp-content\/uploads\/2025\/05\/Gruppenmeeting.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Dr. Nikolai A. 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