How communication can build trust

“How communication can build trust”
by Dr. Thorsten Hofmann
Business and Law, Stuttgart 2009

The economic crisis now also reached small and medium-sized enterprises. Dr. Thorsten Hofmann points out that not only actual economic consequences are part of the crisis, but also fears that people have towards the future. This psychological dimension must be considered very seriously, as building trust is crucial for the successful implementation of change strategies. Change processes within the firm have to be communed carefully. Dr. Hofmann advises to stick to three phases: The phase of “unfreezing”, in which the importance of the following change process (sense of urgency) is described. The following phase is described as “moving”, in which all stakeholders are extensively informed about the change strategy. In the final phase, the “refreezing”, the communication should be focused on the change itself, first successes should be communed. Moreover strong leadership and confidence is needed. The management level must show empathy and commitment towards staff members. Also, staff and public must be fully informed about all changes.

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