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1. Top management leads by example: Agenda, Big Picture, Walk the talk!

2. Involve middle management as communicators!

3. Clear language – avoid jargon!

4. Content before form! Instruction, understanding/acceptance, mobilization

5. Enable participation through „storytelling“
Stories emotionalize, enable identification, induce new scripts

6. Orchestrate – harmonize instruments: HRM (Workshops, Trainings, seminars), internal communication (media, intranet, publications, events)

7. Secure sustainability: measure, companywide organization of
knowledge exchange, provide feedback!