Abstract
In the digital age public broadcasters must align their structures and content cross-medially. Whether they succeed in this cross-media transformation depends, among other things, on the success of their change management. How Südwestrundfunk (SWR) communicates cross-media change to its employees and which cross-media training courses exist at SWR is examined in this article using a multi-method design consisting of participatory editorial observations and expert interviews with managers from several hierarchical levels. The results show that SWR attaches great importance to transparency and offers its employees a broad repertoire of further training measures, such as traditional workshops, peer-to-peer training, and job rotation.
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