PROI Worldwide has published its Transformation Readiness Index 2025, for which 650 executives from over 30 countries, including Austria, were surveyed.

In today’s business world, which is characterized by AI disruption, geopolitical instability, climate crises, and generational change, transformation is no longer the exception. It is the new normal – and communication is becoming a decisive factor for success. Companies are under increasing pressure to adapt more quickly, act responsibly, and lead in a targeted manner. This requires not only operational changes, but also cultural, strategic, and communicative transformations. According to the new PROI Transformation Readiness Index 2025, only 26 percent of companies communicate effectively during major change processes. The result: delays in implementation, loss of trust, and missed opportunities.

“Transformations fail not because the strategy is flawed, but because communication breaks down,” says Sabine Pöhacker, managing owner of comm:unications, who was responsible for the Austrian section of the PROI transformation report. Pöhacker: “This study clearly shows that communication is the engine that drives transformation. Without communication, even the best plans come to a standstill.” One of the most important findings of the report is that only one in four corporate executives rates corporate communication on the topic of transformation as effective. At the same time, it shows that companies that integrate communication early and consistently achieve higher success rates and greater employee loyalty.

5 key findings:

• Communication is valued but poorly implemented Company management attaches great importance to communication as a key factor for the success of transformations (97% important). However, many companies still have difficulties with effective implementation. Only 27% consider
• their transformations to be truly successful, while 23% rate them as unsuccessful.
• Communication is critical to success – but there is often a lack of strategy. One in three transformations begins without a clear communication strategy. Middle management has difficulty communicating goals effectively, and only 56% of employees are involved at an early stage – which weakens commitment, clarity, and implementation.
• Private companies are best prepared for transformations Listed companies have the lowest transformation readiness index compared to public organizations and private companies. Their scores are particularly weak in the areas of engagement and monitoring. Private companies perform significantly better in terms of engagement, while public organizations lead the way in monitoring.
• Internally focused transformations lead to less employee engagement. The transformation paradox. Internally focused transformations (e.g., human resources and culture) score lowest on internal employee engagement and employee involvement. Conversely, externally focused transformations (e.g., customer experience) score significantly higher in areas of internal engagement.
• Middle management: An underutilized communication asset. Managers are often effective in their roles, clearly articulating transformation goals and ensuring transparency. However, support for middle management and its communication effectiveness remain weak. A stronger focus on this area would enable more successful transformations in the future.

About the PROI Transformation Readiness Index

The PROI Transformation Readiness Index provides practical benchmarks, case study insights, and tools for executives and communicators preparing for, managing, or recovering from organizational change.

The global study—conducted by PROI Worldwide, an alliance of leading independent communications consultancies—assesses how companies lead and communicate transformations in four areas: planning, leadership, engagement, and evaluation. The index was developed by 25 leading PR agencies in the EMEA region to highlight the importance of communication in transformation processes. Based on a survey of 650 executives and 25 transformation consultants from over 30 countries, including Austria, this groundbreaking report offers in-depth, actionable insights into how companies prepare for and manage transformative change.

You can download the full report here. If you have any questions, please contact Sabine Pöhacker, Founder & Senior Partner. + 43 664 20 14 076