"CP has a credibility problem"
Vinzenz Wyss, Head of Media Research at Winterthur University of Applied Sciences, on impact analyses.
Vinzenz Wyss, Head of Media Research at Winterthur University of Applied Sciences, on impact analyses.WW Mr. Wyss, is corporate journalism playing a pioneering role in impact research?Vinzenz Wyss Many companies discovered CP as a success factor some time ago. Now they are also gradually realizing that this form of communication should not be carried out on instinct, but that quality management makes sense in terms of control.
CP departments and agencies only strengthen their legitimacy,
or do such analyses really improve quality?
It is indeed often the case that studies with scientific claims are instrumentalized as an alibi. However, if methodologically correct questions are asked, this is also an important contribution to professionalizing CP.
Do consumer media make comparable efforts in the area of impact research?
All media are fighting for attention. Titles that primarily sell at newsstands or new media entering the market have recognized the value of such methods and use them accordingly. Traditional print media with subscription sales, on the other hand, are much more cautious. However, elaborate analyses such as the "CP Standard" are generally rarely used by consumer media for budget reasons.
Not only does corporate publishing in many cases have considerably more resources than the general press, customer magazines are also increasingly dealing with topics from traditional media: is serious competition gradually forming?
Of course, the "war for eyeballs" continues to intensify. Traditional providers are coming under even more pressure, particularly in the area of specialist knowledge. This is because companies with large CP budgets generally produce very good products. Although they are increasingly using journalistic tools to achieve their communication goals: They cannot get rid of their credibility problem. They are first and foremost corporate publications, even if they are trying to become more autonomous and link social issues with their corporate interests.
A fundamental change in reception is therefore not imminent.
No, media consumers still tend to trust independent journalism. However, efforts in the CP sector can help to improve the quality of consumer media, as these are coming under additional pressure.
"CP Standard" profileThe "CP Standard" was developed in Germany by the market and media research institute TNS Emnid with the support of the (industry) "Forum Corporate Publishing". The tool measures the key success factors of corporate publishing, taking into account findings from media, advertising effectiveness and customer satisfaction research.
The new benchmarking process consists of three modules: The "CP Basis" collects the basic usage and evaluation data, the "CP Impact" determines the persuasion performance and image transfer through the customer magazine, and finally the "CP Target" provides values on customer satisfaction and loyalty. All data is collected by means of telephone interviews, which the research institute
conducted by Demoscope on behalf of Publicom. (ps)
Interview: Patrick Steinemann
CP departments and agencies only strengthen their legitimacy,
or do such analyses really improve quality?
It is indeed often the case that studies with scientific claims are instrumentalized as an alibi. However, if methodologically correct questions are asked, this is also an important contribution to professionalizing CP.
Do consumer media make comparable efforts in the area of impact research?
All media are fighting for attention. Titles that primarily sell at newsstands or new media entering the market have recognized the value of such methods and use them accordingly. Traditional print media with subscription sales, on the other hand, are much more cautious. However, elaborate analyses such as the "CP Standard" are generally rarely used by consumer media for budget reasons.
Not only does corporate publishing in many cases have considerably more resources than the general press, customer magazines are also increasingly dealing with topics from traditional media: is serious competition gradually forming?
Of course, the "war for eyeballs" continues to intensify. Traditional providers are coming under even more pressure, particularly in the area of specialist knowledge. This is because companies with large CP budgets generally produce very good products. Although they are increasingly using journalistic tools to achieve their communication goals: They cannot get rid of their credibility problem. They are first and foremost corporate publications, even if they are trying to become more autonomous and link social issues with their corporate interests.
A fundamental change in reception is therefore not imminent.
No, media consumers still tend to trust independent journalism. However, efforts in the CP sector can help to improve the quality of consumer media, as these are coming under additional pressure.
"CP Standard" profileThe "CP Standard" was developed in Germany by the market and media research institute TNS Emnid with the support of the (industry) "Forum Corporate Publishing". The tool measures the key success factors of corporate publishing, taking into account findings from media, advertising effectiveness and customer satisfaction research.
The new benchmarking process consists of three modules: The "CP Basis" collects the basic usage and evaluation data, the "CP Impact" determines the persuasion performance and image transfer through the customer magazine, and finally the "CP Target" provides values on customer satisfaction and loyalty. All data is collected by means of telephone interviews, which the research institute
conducted by Demoscope on behalf of Publicom. (ps)
Interview: Patrick Steinemann
