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Opinions

  • Why we tell the truth

    May 23, 2022

    Sponsoring a sports club at the company's headquarters? The sponsorship of a museum? Donations for people in need? Charitable work by employees? Companies that want to take on "Corporate Social Responsibility", or CSR for short, can choose from these and many other options...

  • What makes a good contact on LinkedIn? Part I – Finding contacts

    May 4, 2022

    As in most social networks, LinkedIn now looks at the size of the personal network - below the 500+ in the profile, the network does not seem complete. In fact, especially in business networking, quality trumps quantity. So what makes a good contact on LinkedIn?

  • The lobby register: a necessary transparency gain at the right time?

    April 21, 2022

    As of January 1, 2022, new transparency rules for political lobbying will apply in Germany: The lobby register of the German Bundestag, which can be viewed online by anyone, will henceforth record the lobbyists of various organizations, companies, consulting providers and associations seeking contact with members of the German Bundestag or the German government. As of today - mid-April - more than 4,000 natural or legal persons as well as networks and partnerships are registered...

  • Don’t be afraid of triviality: LinkedIn is not the new Facebook

    March 29, 2022

    Particularly in the German digital scene, there are repeated fears that the loss of reach on Facebook will now make LinkedIn the medium of choice. The concern is that this would lead to a trivialization of content. In fact, however, this is not the case, at least not to any relevant extent. Why? Here are a few clues...

  • Turn of the Times – War and Corporate Responsibility

    March 17, 2022

    With Russia's invasion of Ukraine, it has become clear that sustainable economic activity is not possible without freedom and democracy. After weeks of diplomatic efforts, dashed hopes and escalating threats from the Kremlin, Russia's attack was no longer surprising - but no less shocking for that. We are undoubtedly experiencing a turning point, as Chancellor Scholz put it, for German politics. As is always the case with major turning points in history, this one has...

  • How to write user-centric social media posts – and why they’re effective

    March 15, 2022

    Many German brands talk about themselves on the social web: "We did this", "We're happy about that" - the self-centeredness in brand communication can quickly raise the question of relevance among readers. The honest answer is often: There is no real relevance for the reader. The content would also have made a good internal mail, an external effect remains questionable. If you communicate in this way, you lose out in the battle for digital attention...

  • A corporate blog pays off for one’s business goals – also in the area of public affairs

    March 4, 2022

    Corporate blogs have become a constant in public relations (PR). No wonder, because they bring concrete advantages with them: Their own blog offers companies a solid owned channel that is relevant to search engines, sustainably positions internal experts, can be cross-promoted everywhere, and can even be a proven and quick way to present the situation from the company's point of view in the event of a crisis. But not only in PR, but also in...

  • Diversity without integrated communication is just marketing  

    February 22, 2022

    Over the weekend, a photo from the Munich Security Conference circulated on the web that caused a stir. It showed a U-shaped table at which a group of white, middle-aged men were seated for lunch. The outrage was not long in coming and followed the usual patterns. So did the reaction: They would discuss it in a feedback session and do better next year, promised Joe Kaeser, former Siemens CEO and conference participant...

  • The role of the corporate ambassador in public affairs

    February 18, 2022

    Vitamin B has always been considered the most important ingredient in sustainable business relationships. But how can companies build up this relationship vitamin in an increasingly virtual, digital communications world? One way is through so-called "corporate ambassadors" - important individuals who become visible for a company in terms of communication, thus making it closer and more human. This approach works in B2B communications just as well as in the field of public affairs...

  • How to Manage Shortage of Skilled Workers With Collaborative Client-agency Relationships

    February 7, 2022

    The shortage of skilled workers, which seems to be particularly prevalent in agencies, has been on everyone's minds since the GWA study was published. In the comments sections, the agency clichés are happily swinging upwards. Some say it's "their own fault", while others blame the clients.          ...

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