Your agency for leadership communication in Munich

Current studies show: the quality of leadership communication is crucial for employee motivation, retention, and productivity. According to Gallup, only 22% of employees feel they are truly well led, even though almost all leaders rate themselves positively. The International Employee Communication Impact Study 2025 confirms: only a small fraction of employees are satisfied with internal communication. Even more alarming: poor communication drives over 60% of dissatisfied employees to resign. One thing is clear: companies that want to remain future-ready must invest in clear, credible, and consistent communication, especially through their leaders.

Leaders are among the most important target groups in internal communication and should be systematically understood and addressed. Taking a differentiated view is key: who exactly are “the” leaders? What levels and functions exist within the company? What cultural differences may play a role, especially in international contexts? Segmenting by leadership level, role perception, or communication needs provides clarity and enables targeted strategy development.

A particularly helpful framework is the classification of communication roles developed by Rogers and Agarwala-Rogers. It illustrates how information flows through an organization’s informal network, who transmits it, and what impact it has:

• Gatekeepers: filter information and control the flow of messages.

• Liaisons: connect different groups without belonging fully to either.

• Opinion leaders: influence opinion formation informally but sustainably.

• Cosmopolites: maintain many external contacts and bring in outside perspectives.

Not every leader fulfills all roles equally and not all want or are able to take on communication responsibilities. As a communications consultancy with a systemic perspective, we help you identify the potential of your leaders and strengthen it through targeted measures such as leadership briefings, Q&A sessions, trainings, and coaching.

Cascade communication ensures that important information - such as strategy, change initiatives, or values - is passed on in a structured and targeted way from senior leadership down to individual teams. Especially in complex or decentralized organizations, this communication cascade provides reliability and orientation: employees receive information from their direct managers, whom they generally trust more than impersonal sources, according to the Edelman Trust Barometer.

This proximity not only increases the credibility of the message but also strengthens understanding, because leaders can adapt and contextualize the content for their specific teams.

Cascade communication has its limits. For strategically significant changes, it is more effective when the CEO addresses all employees directly, for example, through town halls, video statements, or personal newsletters. The core message resonates most strongly when it is delivered consistently, immediately, and firsthand.

As an agency for leadership communication, we design dialogue-driven formats that go beyond information-sharing to actively foster exchange, feedback, and participation between senior management and leaders. Examples include leadership briefings, leadership newsletters, leadership communities, SharePoint pages, or CEO updates.

Middle management, in particular, often has the clearest sense of employees’ concerns and questions: this exchange helps fine-tune strategies with precision. To complement this, we also use surveys or pulse checks to assess the concrete support needs of leaders and adapt the communication strategy accordingly. This creates the foundation for leaders at all levels to act as strong multipliers and communicate your corporate objectives with lasting impact.

Toolkits are a central instrument for enabling leaders to deliver messages clearly, consistently, and at the same time personally. They combine structure with flexibility and make professional communication easier to implement for every leader.

As an agency for leadership communication, we develop specific content for you such as presentations with speaking notes, key messaging guidelines, Q&As, or method kits for conducting employee workshops.

Through workshops, coaching, or moderation and communication training, we support leaders in conveying complex content clearly and in communicating confidently and authentically - even during times of change.