Communication creates understanding

After the turn of the year, the regional communications industry always meets for the New Year's Apéro of the Central Switzerland Public Relations Society (ZSPR), according to a press release. In his address to the 80 guests from the worlds of business, politics and culture, Lucerne's mayor Stefan Roth illustrated vividly how communication can create understanding: "Public relations alone does not bake bread, build a railroad or decide a vote. But it helps people become curious about a new product, discover our region as a destination, and understand the issues of a vote." He expressed his conviction that, in addition to the advent of social media, personal contact at events such as the Neujahrapéro will not lose its importance: "Because alone we can all achieve something, but together with the right people a lot more." Also commenting on the development of social media and the associated difficulties in reaching all citizens was Councillor Marcel Schwerzmann. He also called on the guests to do the same as the people of Appenzell in Urnäsch. They celebrate New Year's Eve twice and leave the bad things in the old year, but take the good ones into the new one.

Communication challenges

Brigitte Heinrich, President of the ZSPR, outlined the most important upcoming developments from the association's point of view: "Social media have undoubtedly gone from hype to craft and demand professionals. Further progress will be made in professionalizing communications, especially in non-profit organizations. And also of importance are the media change and the changing news behavior of the population." She also announced the welcome number of 30 new members at Restaurant 1871.

Marcel Schwerzmann, Brigitte Heinrich (President ZSPR), Marc Lustenberger (Vice President ZSPR) and Stefan Roth. Picture: Emanuel Ammon.
 

As tradition would have it, the regional communications industry meets every year in the first half of January for the New Year's Apéro of the Central Switzerland Public Relations Society (ZSPR). Communication must be credible and geared to the recipients, demanded Yvonne Schärli-Gerig, president of the Lucerne government, in her welcome message. For the task is not yet done with dissemination alone. She illustrated this with everyday encounters. For example, when she was asked on the street about her glasses rather than, as expected, about a controversial political issue. Or that she was repeatedly mistaken for Ursula Stämmer-Horst.

The Lucerne city councilor has also had the opposite experience. She was mistaken for Yvonne Schärli-Gerig. Ursula Stämmer-Horst underlined the experiences of the previous speaker and added: "It's important to me that communication is always based on honesty and takes place against a relevant background." She draws a positive interim conclusion on the pilot project with social media. Since April 2011, the city of Lucerne has consistently taken social media such as Facebook and Twitter into account in its communications.

Brigitte Heinrich, President of the ZSPR, thanked the two politicians and pointed out a special feature of the communications industry: According to a recent industry study, women make up the majority of communications professionals in Switzerland, at 60 percent. In the age group up to 30 years, 78 percent are women.