Out-thinking Organizational Communications (eBook)

Professor Dr. Joachim Klewes is director of the Change Centre, an independent research management and consulting team on issues relating to innovation and transformation. He is a Senior Partner at Ketchum Pleon, the leading communications consultancy in Europe, and teaches as an honorary professor at the Heinrich Heine University in Düsseldorf. The focus of his work and publications is on change and reputation management issues. Professor Klewes is a Supervisory Board member and chair of the Scientific Advisory Board of YouGov, Cologne, an international market and opinion research institute.Dirk Popp is one of the most established crisis management experts in Germany. The former CEO of Ketchum Pleon Germany advises various renowned DAX and international corporations on strategic, change and crisis communications across a wide range of industries. From restructuring of clients’ international workforces to dealing with online shitstorms in crises, he is confronted by the challenges and opportunities of the digital era on a daily basis. Manuela Rost-Hein has been Client Director at Ketchum Pleon GmbH since 2009. She studied economics with a special focus on ecology, economics and political economy at Heidelberg University. Rost-Hein advises on communications issues, economic and technological know-how and works as a senior writer. Her top skills are crisis, strategic, internal, and corporate communications, reputation management and social media, but she also knows about marketing strategies as well as working as an analyst and in public relations. Her current focus is on IoT/Industry 4.0, cognitive/deep computing and the impact of digital transformation on industries and organisations.

Contents 6
Digital Transformation and the Challenges for Organizational Communications: An Introduction 8
Digital Transformation and Communications: How Key Trends Will Transform the Way Companies Communicate 14
Introduction: Exploring the Role of Communications 14
Communications: A Neglected Perspective in Discussions on the Digital Transformation 15
Four Industrial Generations and the Role of Corporate Communications 17
Our Definitions: Between Industrial Internet and Big Data 18
Industry 4.0 Or the Industrial Internet 18
Artificial Intelligence 19
Internet of Things (IoT) 19
Big Data 19
Digital Transformation 20
The Four ``Trend Worlds´´ of Digital Transformation: Technology, Business, Organization and Society 20
Three Technological Trends 21
Three Societal Trends 24
Three Trends in Business Models 28
Three Organizational Trends 32
When Will Communication Vanish as a Profession? 36
References 37
Why we Might Wish to Be Governed by Algorithms: Insights into a Technophile Digital Mindset 39
We Are Digital 39
We Like Technology 41
We Appreciate ``Machines at Work´´ 43
We Dislike Fat Cats 46
We Love Life 48
We Trust Algorithms 49
We Are on the Verge of Becoming Cyborgs 50
We Are Aware of the Challenges 51
References 52
Policy and Politics in the Era of the Industrial Internet: How the Digital Transformation Will Change the Political Arena 54
Introduction: Policymaking-A Discursive Practise 54
Influencers´ Narratives: The Promises of the Industrial Internet 56
Operational Efficiency and the Digital Revolution 58
Outcome Economy: Promises of the Digital Era 58
Policy Responses: Regulatory Frameworks 59
Evidence or Algorithms? 60
Policies as Sellable Outcomes 62
Changes in the Political Industry 63
Electoral Campaigns 63
Political Organisations 65
Conclusions: The Responsibility of Professional Communicators 65
References 66
The Changing Role of the Chief Marketing Officer: Unlocking the Power of Data-Driven Communication 69
CMOs: In the Midst of the Storm 69
Engaging Throughout the Entire Lifecycle 70
Unlocking Insides 71
Data Is the Key 72
The Shift from a Customer-Focused to a Customer-Centric Mindset 72
Aligning Departments and Teams 73
Understanding Needs and Motivations 74
Preparing for a Disruptive Future 74
Reference 75
The Role of Corporate Communication in the Digital Age: An Era of Change for the Communication Profession 76
Introduction: Benefits and Risks of the Digital Transformation 76
Four Fundamental Challenges for Companies 78
The New Competitive Landscape 80
New Contents and Tools of the Corporate Communication Profession 82
Communication Professionals´ Roles and Activities 84
Competencies for Today and Tomorrow 86
The Digital Transformation: A Challenge for Corporate Communication Scholars 87
References 87
It´s About Trust: The IT Department´s Role in a Digital Organisation: Why Techies May Be the New Communications Team 88
Introduction: Digitisation of the Value Chain 88
The Industrial Internet in the Electricity Sector 90
The Industrial Internet and the Introduction of Smart Devices 91
Rethinking Your Entire Technology Architecture. The Rise of Distributed Intelligence 92
The Future IT Department in a Digital Organisation 93
Enterprise Debt Will Spiral Out of Control: Unless There Is Genuine Collaboration Between Business Units and the IT Department 95
Engaging ``As A Service´´ Provider Should Mean Greater Collaboration with the IT Department, Not Less 97
If It´s not Working, Help Get the Right People, Don´t Bypass the IT Department 98
Stop Giving ``Lip Service´´ to Information Security. It Is Not a Technology Issue, And It Will Come Back to Bite You 100
The CIO and His Team Must Excel at Communications to Educate and Inform 102
A Recap to Extract the Most Value from Your IT Investments in the Age of the Industrial Internet 103
References 103
Digital Transformation of Energy Companies: The Role of Disruptive Communication 104
Trends in the Energy Sector 104
The Basis: Increasing Digitisation 105
The Need for a New Market Model 106
Energy Companies in a State of Flux: Not Just a Digital Transformation 109
Impact on Communication and Market Behaviour 110
Consequences for the Organisation of an Energy Supply Company 112
Digital Transformation: Guidance Instead of Uncertainty 113
References 115
New Challenges of the Digital Transformation: The Comeback of the Vision-Mission System 116
Introduction: Why Vision and Mission Are Important in Times of Rapid Change 116
Vision-Mission Statement as a Second Universe 118
Impacts of Digital Transformation 120
Casting an Anchor of Orientation: Consequences of Industry 4.0 121
Vision-Mission System 4.0 123
Brand Management and the Vision-Mission System in a Connected Approach: A Short Case Study 127
Processing the Vision-Mission System 128
The Comeback of the Vision-Mission System 130
References 131
Mention Communication-Think Organisation: Agile Communication in the Digital Era 132
A Plea for the Agile Enterprise 132
Communication 4.0 Meets Organisation 1.0 133
Planning and Control: They No Longer Work 134
Motivation and Enthusiasm: The Anti-operating System 135
Design Thinking: Promote Creativity and Change Structures 137
Motivate, Learn, Experiment: Lessons for Communication 137
Digital Realities and Internal Communication 138
Principles Instead of Rules: The Commitment to Plain Common Sense 138
Learning from the Small Guys: Goodbye, Hierarchy 140
The Agile Manifesto: Every Company is Becoming a Software Organisation 140
The Ten Principles of Flexible Organisation 142
From Delegation to Self-Organisation 142
Total Transparency of Findings and Results 142
Focus on ``Soft Controls´´ 142
Added Value Must Be at the Forefront 143
Employer Branding: How to Generate Enthusiasm 143
Leadership, not Management 144
Find and Share Knowledge 144
Risk Management, Financial Stability and Quality Remain Important 144
Letting Go Does Not Mean That It All Falls Down 144
Agile Organisation Takes Time 145
Self-Organisation, Leadership, Branding: A New Agenda for Agile Communication 146
References 146
From Customer Service to Customer Experience: The Drivers, Risks and Opportunities of Digital Transformation 147
Introduction: The Potential of the Digital Transformation 147
Focus on the Customer 149
Customer Experience Takes on the Key Role 150
Collaboration in Industry 151
The Product and Its Usage Data: A Communication Platform 152
Customer Experience Meets Marketing 154
Example: The Steel Case 154
Rising Expectations: The Digital Disruption 156
References 157
Car Sales in the Throes of Change: Aims for Total Customer Experience in the Digital Era 158
Introduction: Customers with an Unprecedented Amount of Power 158
Consumers Are Changing the Way They Research and Buy Products 160
New Customer Sovereignty Meets Old Sales Structures 161
Hyundai Rockar: A Field Trial 162
Data Federalism: The Grave for Every Customer Journey 162
Relevant Content: How Must Marketing and Communication Change? 163
References 164
The Global Web in Regional Politics: The Regulatory and Political Debate on Digitalisation and the Internet of Things 166
Introduction: The Digital Transformation 166
The Digital Revolution and the Public Sector 167
Ordnungspolitik Versus the Free Market Ethos 168
Uber and Airbnb: Role Models for the Digital Economy? 168
The Internet of Things: The Next Paradigm Shift 170
Create Stronger Digital Economies: Major Government Initiatives 171
Europe´s Digital Single Market 171
DSM Actions to Foster the Development of the Industrial Internet 172
The Risk of Fragmentation Along Numerous Fault Lines 173
Differing Regulatory Approaches in Europe and the Unites States 174
Necessities and Concerns of Regulation in a Rapidly Evolving Industry 175
Fit-for-Purpose Regulation 175
Pace of Technological Progress Versus Pace of Political Decision-Making 175
Consumer Versus Business Orientation 176
Striking the Right Balance of Data Protection 176
The Challenges of Cybersecurity 177
Net Access and Neutrality 178
Interoperability and Standardisation 178
Digital Skills Gap and Labour Market Regulation 179
Different Approaches to the Political Debate on Digitalisation 180
Public Affairs Trends in the Digital Age 181
Integration of Public Affairs and Public Communications 182
Focus on Societal Benefits 183
Making Technology Tangible 183
Transparency Is Key 184
Traditional PA Will Remain Important 184
Public Affairs and the Digital Transformation 185
References 185
Managing the Digital Transformation: Ten Guidelines for Communications Professionals 187
Get Competence on Board: With or Without Digital Natives 187
Join Forces with Your Chief Information Officer 188
Forget ``Your´´ Team 189
Say Hello to Your Virtual Colleagues 190
Stimulate Relevant Content 191
Abandon the Illusion of Control 191
Address Agile Organizations 192
External Communication: Take the Bull by the Horns 193
Develop Your Own Business Models with a Focus on Communication 194
Make Your Communications Robust 195
Reference 195
About the Authors 196