Communication in the process of cultural transformation

100 Open Startups
3 min readFeb 24, 2022

Did you know that communication is one of the fundamental strategies to guide cultural transformation within corporations?

Communicating has always been a challenge for everyone, whether individually, in social and professional circles. Have you ever thought about how many businesses, partnerships and even personal relationships don’t progress due to lack of assertive communication? Even though it is a challenge, communication is fundamental to guide any cultural transformation , maintaining the alignment of changes in an effective and recurring way.

During a cultural transformation , there are actions that are implemented in the short term, which are important to maintain a cadence of changes and new internal actions ( artifacts ). However, there are other actions that demand more to be implemented, and they can be of medium or long term.

In this way, communication about these changes is fundamental for the alignment and perception of the new internal processes. Furthermore, teaching about desirable cultural behaviors and principles, if these have been updated or refined, is key to reinforcing and consolidating this cultural transformation.

Communication and Cultural Transformation: how to create your strategy

With constant and well-structured alignments, the cultural transformation process will be more fluid, and employees will be aware of all the news related to the actions and strategies of this culture that is being modeled or modified.

With a well-founded purpose, the positive results of this implementation will be numerous, since communication is a way of teaching and explaining reasons for changes . From the adopted strategy, you will be able, for example, to promote acceptance processes in an easier way, in addition to reducing “resistance to the new” (which is common in all of us human beings).

As I always say, “ Se Faz Sentido, Vira Cultura ”, that is, teams need to understand, through clear and assertive communication, that the proposed changes make sense in their daily lives, so that these are absorbed into the internal culture of the company. company over time. In addition, communication can foster the feeling of ownership in each one, when we show employees their role in this transformation process.

Having created your strategy and the “whys” of working on communication, we set out on how to communicate .

There are several ways you can start your communication strategy, ensuring teams are aligned and engaged with actions and changes. Bet on internal channels , such as newsletters, emails, chat channels, interaction platforms or even training and events, in a way that directly impacts all participants. See which format best fits the reality of your corporation.

Communication and the Open Culture for Innovation

Here at 100 Open Startups , one of the pillars of our communication strategy, with regard to fostering the culture of open innovation for corporations and startups, are the Oiweeks , monthly meetings with the aim of disseminating the culture and practice of Open Innovation. The meeting is aimed mainly at agents of the innovation ecosystem, precisely to communicate , teach and generate connections from diverse content, such as Open Tables, Open Workshops, Training and Speed-Dating meetings.

In your journey to implement an open culture for innovation, Oiweek can support you, being a monthly meeting for recycling and deepening on the topic of Open Innovation for its employees. And best of all, this event is free and has ten editions throughout the year!

The Open Culture Movement for Innovation , the focus of our series of articles on Cultural Transformation, has four pillars:

And in the next article, we will talk about the last pillar, “ Rewarding ”, a key element to accelerate the process of cultural transformation within your corporation.

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