Archive

Author: Corporate Marketing

  • Ten Golden Rules of Cyber Crisis Communication

    December 8, 2021

    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

    December 3, 2021

    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

    November 23, 2021

    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

    November 15, 2021

      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

    November 11, 2021

    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

    October 25, 2021

    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...

  • FleishmanHillard Successfully Passes CMS III Re-certification

    October 5, 2021

    Anne Glier, Head of Talent Development FleishmanHillard Germany (le.) und Alexandra Groß, GPRA-Präsidenting (ri.)   The international communications and GPRA member agency FleishmanHillard Germany has successfully passed the Consultancy Management Standard III re-certification (CMS III). The seal of approval is valid for two years - after which the agency's internal processes will be re-audited. The Consultancy Management Standard (CMS) is an internationally recognized quality mark and exemplary management system for PR agencies...

  • The Pitfalls of the Corona Vaccination Campaign

    September 29, 2021

    As a doctor in health communication and from direct experience with patients, I am used to communicating with difficult people and asking the most unusual questions. It is precisely for this reason that I decided to support the vaccination campaign and act as a vaccinator in addition to my agency work. Now, on September 26, 2021, the vaccination center closed. That's why it's time to share some thoughts about my experience...

  • Crisis Communication in 2021: The Five Most Important Key Learnings

    September 28, 2021

    So far, the year 2021 has certainly not been poor in one thing: crises. From our experience with clients we have supported and accompanied with crisis communications, five lessons can be distilled that will make life easier - and safer - for everyone involved.

  • Building Social Media Reach Through Community Building

    September 23, 2021

    More followers, more reach, more engagement – the list of KPIs for corporate social media communication looks something like this. It doesn’t matter whether it’s about positioning people or about corporate content. What many forget here, however, is the “social” in social media – and thus also that there should be a “give” before the “get”.

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