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