Archive

Year: 2021

  • Women’s resolution for 2022: become digitally visible – three tips from a digital expert for success

    In my team of 15 people, there was only one man. He was the only one who asked for a salary increase. A female colleague even said to me during a staff meeting that more salary was not necessary. Women's voices in the workplace are still quiet, still restrained - and still afflicted with the feeling of being lucky to be at the table at all. But the digital world offers a table big enough...

  • Outlook 2022: Four Trends in What Will be Important for Companies in Society

    Social and political demands on companies will continue to increase in 2022. Good products, decent returns and the occasional CSR campaign are no longer enough to earn the License to Operate. Start preparing now for next year's most important reputation issues...

  • Success factors for modern B2B communication at Wöhner GmbH & Ko. KG

    B2B corporate communication has its very own rules and challenges. Our customer Wöhner GmbH & Co. KG has a Head of Corporate Communications & Marketing in Isabel Ossenberg who goes her very own way in this area - and not just since Corona shuffled the established communication channels. In this interview, Isabel tells us what she considers to be the most important success factors in modern B2B communication...

  • The customer is king – which aspects of communication put the user in focus

    Traditionally, corporate communication takes place according to the push principle. Here, companies present themselves according to the approach of "our trade shows, our flyers, our awards," etc. However, the new, predominantly digital communication requires more than that. The corporate messages should be placed along the customer journey and focused entirely on the well-known motto "the customer is king"...

  • Ten Golden Rules of Cyber Crisis Communication

    The number and severity of cyberattacks on companies and public institutions have continued to grow at an almost frightening rate, both nationally and internationally, in the second pandemic year. One can rightly speak of a “digital pandemic of our time”: According to a study by the digital association Bitkom, nine out of ten companies surveyed said they had become victims of cybercrime in the past twelve months. There has been a particular increase in ransomware...

  • Why comparing Prince Charles and Ozzy Osborne illustrates our need for personas

    Currently, the well-known comparison of some character traits of the British heir to the throne Prince Charles and the musician Ozzy Osborne is circulating through the social media. In some cases, this comparison and the accompanying text suggest that creating personas as a method for targeted communication is worthless, because then the two people, who seem very different, would be the same persona. In fact, this is not true - rather, the comparison is a...

  • Digital Markets Law: EU Wants to Regulate Tech Giants

    With the Digital Markets Act, the European Union is making another attempt to regulate tech giants like Amazon, Google, and Apple. The primary concern here is their questionable role as digital gatekeepers and the associated danger of potential abuse of their market power...

  • Modern Pharmaceutical Communication Today

      Hospital and practice visits are a rarity for pharmaceutical sales representatives under the Corona pandemic. In some cases, hospitals and practices implement the ban on visits very strictly in order to protect their patients. Large industry exhibitions in the context of congresses have not been possible for a long time, and whether they will find their way back into congresses in this form may be doubted. But how can the medical profession be informed...

  • Digital employer branding: How to build a digital employer brand

    Finding good employees is becoming increasingly difficult. This makes it all the more important for the employer brand to have a solid, attractive online presence. This not only helps to attract new talent, but also to retain existing employees. In the podcast "Kosmosfunk" by Alfred Zedelmaier, our Vice President Digital Strategy Stefanie Soehnchen explains what a digital employer brand needs. ...

  • What Reputation Management Means for Brands and Why it is Important

    Our colleagues at news aktuell recently published a survey according to which reputation is important or even very important for 97 percent of companies in Germany. Despite this overwhelming importance of the topic, however, only slightly more than half have a strategy for systematically building it up — and only slightly more than a third measure changes on a regular basis. Sounds unusual at first glance — after all, one would assume that communicators should...

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