Act like a spin doctor: change management and agenda setting



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Reprint: This text is from the book "SPIN IT! Denken und überzeugen wie ein Spin-Doktor (2015)" by Mathias Ulmann, published at FAZ Verlag, and was left to us for reprint.
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No other term has found such a beautiful and warm place in economic literature as "change management". The management itself has almost been reduced to change management.

Act like a spin doctor: change management and agenda-setting change management

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Here writes for you: Mathias Ulmann is a communications consultant and was a parlementary speaker in the French Senate. Profile

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Manager of change

Overview

The manager no longer leads, the manager should accompany the changes and act as a "change agent" and act. These days, it's almost all about change processes in the executive suites and how executives can drive them forward.

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The managers spend all their time optimally preparing their organization and workforce for this: automation of production, conquering new markets, digitization of sales and of course: "Change Mindset Workshop".

Wind of Change

Overview

But why should we be surprised? It's sort of normal given the fact that the economy is nothing but "creative destruction," as the well-known Austrian economist Joseph Schumpeter said. The fact remains that change is never easy. Many managers vary between actionism and assassination, between encouragement and exhaustion.

The permanent change is for the spin doctor, so to speak, normality, since his world consists mainly of events. Everything only events! Something always happens: A plane has disappeared over the Indian Ocean, new unfavorable poll numbers are published, a car bomb has exploded and endangers the already extremely fragile peace negotiations, a financing scandal threatens to drag the whole party into the dirt etc.

A chain of events

Overview

Politicians and their spin doctors are busy daily with advice on such events. The world is for them only a chain of events, small and big, which determine the political everyday life. The spin doctor has read Heraclitus and knows that nothing is more consistent than change and that the only thing that remains is change.

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The art of spin-doctoring is to pre-empt these events, if possible, but usually only react to them, and the most important thing is to accept them. Events themselves can not be prevented and controlled. But we can control how we encounter it, interpret it, and then use it.

Agenda Setting

Overview

Political scientists like to talk about "agenda setting", as we have already explained, that is, the focus of certain topics. Some commentators are talking more and more about agenda surfing because most events are unpredictable and just happen.

The key question is: how to deal with these events? Because they can not be avoided. Your competitor owns a new product that will turn your whole industry upside down? What can you do for it? What can you do against it undertake? You can determine how you react to it. There is certainly also a chance to copy this product.

The digital transformation

Overview

Or to address another target group or finally push their research budget to the board. Everything is change. Everything just events. Your optimal reaction too. Surf on it, so you do not sink. Handle it so you do not go down. Easier said than done, right? I agree with them. And for one simple reason: there are more and more events, more and more changes. Our world is changing at a remarkable pace.

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In March 1989, Briton Tim Berners-Lee, a worker at the European Nuclear Research Center CERN, wrote a memoir called "Information Management - A Proposal". It was about presenting a concept for the functioning of a uniform Internet. Berners-Lee thus developed "http" (Hypertext Transfer Protocol), the protocol used worldwide for the simple exchange of information. That was about 25 years ago. There was no Facebook in 2003.

Change in the HR world

Overview

In the year 2007 "Twitter" was just a word to describe the chirping of a little bird. In 2015, Google 15 was years old - a teenager who sometimes behaves like that. And before 2010 was a tablet to serve - mostly made of silver - but definitely not a PC.

Times change, it's in their nature. Just as in the nature of humans. The "Generation Y" or "Millennials" will soon make up 75 percent of the workforce. This new species will be very scarce and very demanding. So it's time for the HR departments to change.

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