GOT
Flickr_ Mr Bingo
ANY NEWS?
Flickr_ Abhisek Sarda
we have come a long way
in the area of Corporate Communications
• Managing internal/external communications
• Retaining messaging coherence
• Succeeding favorable viewpoint
• Reaching out to critical constituencies
• Monitoring media environment
• Adapting to circumstances
• Finding the “edge”
• Incorporating new channels and means
Flickr_ queefette
succeeding most of the times
Flickr_ Mary
Flickr_ Mathieu & Sonia Da
Luz
reinventing into
wheel the
applying the ever long notion and process of the
PSEUDO EVENT
Flickr_ F.E.M.E.
Events
more dramatic dissemination prone repeatable cost demanding easily comprehensible sociable dominant
a news producing self confirming technique
Narcissus-Caravaggio (1594-96)
pu
blicit
y
time
overall
publicity
“event”
target audience
general public
“event”
target audience
general public
“event”
target audience
general public
“event”
target audience
general public
Flickr_ Paul
Townsend
but, is this anymore applicable? yes, if part of an overall story
Flickr_cellanr
Flickr_Nina Matthews Photography
playing it safe & enjoying mediocrity
Flickr_jnyemb
Flickr_himanisdas
…after a few words on German football
(Bayern Munich 82%)
Average
Attendance: German
Bundesliga- 43,5k
England Premier
League- 36,6k
Italy Serie A-23,4k
Spain La Liga-
26,8k
France Ligue1-
20,9k
Germany: 50%+1 rule,
members’ ownership Average cheapest
match tickets in
Bundesliga: ~ 13€
(Premier League:
~ 35€) Bundesliga
average
wages/revenue
ratio: 39% (Premier League: 70%)
“We do not think fans are like cows, who you milk. Football has to be for everybody.” Uli Hoeneß President, Bayern Munich
data from “Business Life”, issue 10/14
that they get right? -no huge budgets
-no provoking superstars -no lifestyle approach
so what is
Flickr_ sebibrux
rewarding story orchestrated through active engagement
a personalized
a condition on its own
Flickr_ Mathieu & Sonia Da Luz
engagement storytelling
content big data
reputation mngt
could be the new terms spinning
the wheel
cross platform
or the new means to fuel our progress in the attention economy
Flickr_ Glenn Beltz
Flickr_
woodleywonderworks
where “news” are fragments of the
overall picture
and brands are facilitators of the
overall experience
paving the future of
Flickr _fairytalecinema
corporate communications that moves from the technique of news-producing
“events” planning to the art of situations creation
the ones that can master this art are the ones that define the spectrum,
the norms, and the expectations regarding corporate public image
Flickr_ epSos .de
thank you
Flickr_ RuckSackKruemel
John Kardaras
@yiankard
