Can digital transformation be a chance for the renaissance of communication?


Implementation of SAP according to HQ expectations, hanging on a thread because of unconvinced managers protests.

Change of culture, conducted in order to save the company in the face of drastic disruptions on the market, actually in the very last possible moment, that was very publicly, not only in the hallways or smoking rooms, mocked and ridiculed by employees, laughing at slogans from posters and gadgets.

Structural change, only when announced, caused the best employees to leave the company, almost like rats deserting a sinking ship – what in effect pulled the company straight to the bottom.

Thousands of failed mergers…

In all these cases their failure was caused by disastrous communication.

Everybody knows about it, look through the “skeletons” of failed projects, that once promised to be fantastic successes, and ended, covered in dust, “in your company’s closets”.

Meanwhile, companies currently face a huge challenge and huge opportunity, that accompany digitalization. In order to survive, they have to transform themselves successfully – this transformation is perhaps the biggest in their lifetimes (read more on our website:

The key questions regarding effectiveness of this digital transformation are not however the questions about technologies to implement, but about convincing people to change, and about consequences of these changes – at each level – organizational, managerial and employee.

Communication binds all these areas. Without it no change is possible. Obviously, without good communication.

Success of digital transformation also depends on communication.

So, if such transformation is so important for the organization, then, wouldn’t it mean good news for communication?

It all depends on communication itself. Because communication, and more specifically – those responsible for it, also has to / have to transform.


Can „like” and „clicks” specialists can be equal partners for CEOs and Management Boards in guiding companies into the new era?

Does „internal PR”, treating employees as “dumb people”, really think that whoever will take it seriously?

Is communication, that in the past years abandoned the essence of its existence, meaning human, able to convince people to any technological, structural or cultural changes?


I will tell more about using the opportunity that the necessity of digital transformation in the companies brings – and give more specific recommendations – in my speech during this year’s face 2016 conference.

Although this is already 20th (!) edition of our conference, this year’s subject makes such impression, as if internal communication is being born again, right in front of our eyes. It’s definitely worth to participate in it!



Joanna Stępień, Consultant, GFMP Management Consultants

More about face 2016 conference