From the multitude and complexity of the information provided, we developed a well-structured, transparent, and highly practical strategic framework. This not only promoted intentional thinking but also ensured the flexibility needed to accommodate the diverse organizational structures and leadership styles within Richter.

Core Pillars of the Strategy

• Defining Objectives: We clearly articulated the objectives—both those explicitly and implicitly stated by senior leadership and the internal communications team—ensuring a shared reference point for all internal communication efforts.
• Establishing Guiding Principles: For each component of the strategy, we defined guiding principles to steer communication practices and support a focused, prioritized approach.
• Framework Development: Given the sheer volume of internal topics and the lack of planning, communication was ineffective for both employees and internal communications professionals. We built a transparent, easily applicable framework to help prioritize topics and activities, provide rationales for content selection, and support structured planning. We also outlined a practical operational model for implementation.
• Internal Audience Segmentation: We developed segmentation criteria based on relevance and impact to ensure that the right internal audiences received the appropriate messages.
• Focus Topics and Messaging: We created a messaging structure for key themes to shape employee perceptions in line with leadership expectations.
• Prioritization and Filtering: A criteria-based classification system was developed to streamline content prioritization. This helped reduce information overload and supported discussions with other departments.
• Channel Matrix: We designed a channel matrix aligned with content priorities to ensure appropriate intensity and delivery of messages.
• Roles and Responsibilities: We clarified previously undefined roles and responsibilities in internal communication to improve operational efficiency.
• Timing and Scheduling: A company-wide internal communication roadmap template was created to prevent information congestion and improve message absorption.
• Internal Communication Visual Identity: Since digestibility is key in internal communication, we introduced a more diverse and adaptable visual identity compared to external branding. This included a dynamic logo system, an extended color palette, and clearly defined tone of voice, graphic, and photographic styles—while maintaining alignment with the external brand identity.
• Measurement: Aligned with a business-oriented mindset, we defined the KPIs and measurement methods for assessing the effectiveness of internal communication activities and channels. We also set criteria for establishing annual goals in collaboration with individual departments.