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ICV – Management Conference 2011Public Relations Committee

Dr. Bernd SchwarzeHerwig Friedag

Hans-Peter Sander

Internationaler Controller Verein eV | ICV Leitungskreis, November 2011| Seite 2

Agenda

1.Why Public Relations?

2. Developments on our homepage

3. Benefits from the ICV website

4. Developments in press activites

5. Your suggestions

ICV Public Relations Committee


ICV Public Relations CommitteeWhy Public Relations

Setting goals for ICV Public Relations1. Advertising controlling/ making the ICV more popular

Public interested in economy Homepage as the controlling platform Web 2.0 activities Specialist press - articles

2.Winning members Controlling-Public (500,000 Controllers / CFO)

Advertisement for the association’s activities(congress, regional events) Specialist information on the ICV homepage (e.g. ControllingWiki) Newsletter (German, English, Polish)

3. Keeping members Communication inside the association Homepage „for members only“ Reports from Work Groups Information about association activities


Agenda




4. Developments in press activites

5. Your suggestions



ICV Public Relations CommitteeDevelopments on our homepage

Project Web 2012

„Making the web presence more professional through

a) further use of, in the meantime already widly used, possibilities of Web 2.0,

b) by filling the position of a „Webmaster with editor responsiilities“-which is at first seen as a half-time job

c) modification of the Web-Layout on the basis of the ICV-CI

d) intensification of the English speaking web presence of the International Controller Association

(Project submission 07/2008)



Visits ICV-Homepage

+30%

-4%

+/- 0%

+293%

>1,000,000 Visits !per year

sum visitislast quarter 2011 estimated!



ControllingWiki

Successful controlling encyclopedia (www.controlling-wiki.com)

More than 300 defined controlling terms and C.-ratios

Ca. 2/3 from them certified by

specialist advisory committee

In German, English (130 x) and Polish

Everybody can co-design – the author of the first version becomes

a permanent link



ControllingWiki

Erfolgreiche Controlling Enzyklopädie (www.controlling-wiki.com)

Mehr als 300 erklärte Controlling-Begriffe und C.-Kennzahlen

Ca. 2/3 davon zertifiziert durch Fachbeirat

In deutsch, englisch (130 x) und polnisch

Jeder kann mitmachen – der Ersteinsteller erhält dauerhaften Link

ControllingWiki visits per month

Nicoleta Thomka



Budget for PR-Activities

last quarter 2011 estimated!

Katrin Kirsch-Brunkow

Budget Expectations (Vj)

Income - 42 - 43 (- 35)

Costs- Print 47 52 (36)

- Internet 75 80 (103)

- Material Costs 17 13 (11)

- Travel Costs 5 4 (4)

- VAT-Income - 5 - 8- Netto PR-Expenses 99 98 (120)


ICV Ausschuss für ÖffentlichkeitsarbeitEntwicklungen auf unserer Homepage

33% Finanzierung PR durch Werbeerlöse

Test bis Ende 2012


Agenda




4. Developments in the press activites

5. Your suggestions



ICV Public Relations Committee Benefits form the ICV website

Benefits for controlling interested(potential future ICV-members):

Finding information concerning controlling issues

Information about events

Platform for exchange with controlling experts

Platform for job seekers

Offer about master’s theses and internships

Siggi Hampl


ICV Public Relations Committee Benefits from the ICV website

Benefits for ICV members:

High marketing effect

Business card with high level of attention

Way of winning new members

Process support during events (registration etc.)

Information can be easily and fast updated

The website is availalbe also during out of office hours


ICV Public Relations Committee Benefits from the ICV website

Benefits for ICV members:

Information can be fast and easily updated

Wider range of the ICV offer

Better members relationships

Additional, targeted and relatively low-cost form of advertisement, which offers more possibilities as, for example, a newspaper ad

Performance measurement of actions e.g through evaluation of log files


ICV Public Relations CommitteeYour suggestions

Where do we make an effort to follow our long-term goals?

Students site „young professionals“ According to the Board not relevant anymore

Stronger participation of the WG leaders/WK teams in maintaining and further developing their WG sites.

Committed and voluntary work in the Public Relations Committee


Agenda




4. Developments in the press activities

5. Your suggestions



ICV Public Relations Committee Developments in press relations

ICV-Publications (Print 2012)

Internal print media Controller Magazine 2 pages instead of 10 in the future “ ICV in CM“ CM special: “ Controlling International“



Supporting the regional work groups in press work

„Vorarlberger Nachrichten“, 12.10.2011

„Heilbronner WirtschaftsStimme“, 22.02.2011

„Hamburger Abendblatt“, 22.10.2011



External print media:

Controlling specialized press

Economy & CFO press

Branch titles, IT press



ICV-Publications (Print 2012)

Controllers eNews (German) biweekly,high ad proceeds

Controllers eNews international (English), now again each month Piotr Buza


Agenda




4. Developments in press activities

5. Your suggestions



ICV Public Relations CommitteeYour suggestions

What can we do to improve?

Your suggestions were welcome!Survey from 13.11.2011



Survey results

105 WG leaders / ICV management staff members were written to

55 = 52% participated


ICV Public Relations Committee Survey results

Frequency of ICV homepage use (n = 55)


ICV Public Relations Committee Your suggestions

Looking for information:

There are information on more than 750

homepage sites to be found!Work information: changes on our WG sites, appointments of WGs or information for WGs themselves, yes, that the WGs’ sites are or can be updated.Special expert matters- single terms- partly found with definitionsI kind of didn’t manage to become specialized information. Perhaps it’s fault of the search function or the register?Results of the full-text search are (sometimes) incomplete and therefore unsatisfactory (green Controlling = documents 49. WG Berlin-Bbg. are missing)Short and precise appointments, there are some appointments under events, and then again under region or something, it’s confusing

...yes, this point is an important one!



Looking for information:

Appointments kept short and precise

Appointments on the WG sites are to be placed only via the module „Termin”: only then the appointments will appeara) on the sites „Termine der Arbeitskreise” andb) in the Controller Magazine.



Suggestions about what „there is missing”

Looking for ICV memebers was for me much more comfortable on the previous web siteNo, there are rather to many – I cannot get used to the four various navigation areas. The sites do not open up, but you get involved in opening them – this is demanding I miss the language selection from the previous site, it was available in the old versionyes, contributions of common association’s members from practicesome information are not up to date (2)Lack of ads; do I not pay the membership fee ...




Closed area- complicated access



Certain WG areas only for WGs (members’ administration, protocols!)It should be possible while looking for some data which are placed in the public area and are available for members only. In such a way new members will be generated.....Constantly changing pictures make an uneasy

impression of the site less text, more pictures altogether „ more fresh”more information in English

new administrator in PoznańTo bring work results from the idea workshops and

work groups generally closer to the members and

to make members aware of them, e.g. Through mails along with E-News


Ania Wlodarczyk




Certain WG areas only for WGs (members’ administration, protocols!)



Suggestions about „what could be improved”

Address administration by members themselves, who are assignied to a work group, would be helpfulCurrent information (Ticker) about the DAX-developments and the EURO curses are a valuable addition, completed with top news from financial word. All this e.g. „sponsored by Handelsblatt“ / n-tv.More marketing for the website – many controllers know about the website, but what they don’t know is which informaiton they can get there. More advertisement for: Facebook, Twitter etc.....With one button positioned experts’ forum for new trends in controllingLinks to the archives from the events are sometimes a bit hidden(CC, regional events).



Suggestions about „what could be improved”

Handling the sites of the work groups

is for occasional user (uploading

documents etc.) complicated.Handling of the editors part is not

intuitive. Making changes requires

much searching and can be done

often only manually.

All possible improvements require organisational changes in the ICV –unfortunately I can not see such – that’s why I have no suggestions.

Brigitte Arnegger



General impression

optical effect information content



General impression

Up-to-dateness


ICV Public Relations CommitteeSurvey results

our Web 2.0 presence

ControllingWiki e-News (German)

Blog, Twitter and Facebook are by ICV Management hardly used!


ICV Public Relations CommitteeWhy Public Relations

Thank You for Your Participation:

Bärbel Kuhn, Milena Heim, Eva Dornauer, Friedrich Grandel, Albert Mayr, Udo Kraus, Guenther Pichler, Rainer Linse, Dr. Katja Glaser, Antje Krey, Rainer Kalwait, Dragica Erculj, Adrianna Lewandowska, Joachim Jäger, Lothar Kuhls, Manfred Blachfellner, Ulrich Müller, Siegfried Hampl, Doris Mailänder, Dieter Wäscher, Christiane Strathaus, Martin Tschandl, Christian Schneider, Frank J. Weise, Harald Pick, Marcus Haegi, Thomas Prugger, Harald Kitzmann, Rainer Vieregge, Dieter Meyer, Walter Schmidt, Matthias von Daacke, Thomas Gross, Josef Mair, Stephan Jockel, Klemens Küstner, Prof. Dr. Ronald Gleich, Dieter Friedemann, Dr. Dietmar Lange, Ulrich Dorprigter, Michael Spina, Anja Gondolf, Schwarz, Eberhard, Wolfgang Schneider, Britta Metzen, Christoph Binder, Utz Schäffer, Katrin Kirsch-Brunkow, Anna Wlodarczyk, Rainer Stelzer, Siegfried Gänßlen


ICV Public Relations CommitteeSuggestions for active WG-PR

1. Terms are to be placed via the module „Termin”: only then the appointments will appeara) on the sites „Termine der Arbeitskreise” andb) in the Controller Magazine.

2. Photos make you site more interesting- please provide/place pictures from your events.

3. Information please always send to Hans-Peter Sander and Brigitte Arnegger. They both decide then who, what , how and where processes them.

4. ControllingWiki entries are really easy to make – but if it should prove to be too complicated please e-mail Brigitte Arnegger; she takes care of making your entry…


1. Brigitte Arnegger * (Internet-Editor)

2. Katrin Kirsch-Brunkow (App.“Terrier“)

3. Silke Neunzig * (Statistics, Members-Login)

4. Nicoleta Thomka (ControllingWiki)

5. Hans-Peter Sander * (Press Office)

6. Michael Spina (IT-Development)

7. R. Stelzer/S. Hampl (PR-Strategy)

8. Herwig Friedag (Committee-Leadership)

And then good ideas…

The ICV Public Relations Committee says: Thank You!

… and our Board Partner: Bernd Schwarze

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