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The central question for every company, every organization, every public figure but also for every brand must be: "What is my reputation like?" Because a good reputation builds trust, PR Suisse said in a statement. It takes years to build a good reputation, but only hours to destroy it.
At the 18th PR Symposium of PR Suisse, experts explored the question: "What influence does communication have on the reputation of a company?" Around 120 interested people from the PR and communications industry turned up at the auditorium on the Novartis Campus. After a brief introduction to the topic by Regula Ruetz, President of PR Suisse, Felix Räber, as host and representative of Novartis International, opened the round of speakers. In his remarks, he commented on the Novartis Campus. With impressive pictures of the expansion of the "small city within the city", Räber brought all those present closer to the philosophy of Novartis: "In order to be able to attract the best employees, you need an appropriate working environment". In his presentation, Markus Will showed how reputation is perceived and exercised from the perspective of CEOs. The decisive factor here, he said, is how a CEO communicates internally.
The speaker of the Federal Council, André Simonazzi, talked about the institution of the Federal Council. He refuted the often voiced criticism that the Federal Council is intransparent and does not provide enough information: The Federal Palace sends out about 450 media releases a year.
Communications consultant Hans Klaus, well-known as a former Swissair spokesman on the ground in Halifax and as a former communications director at Fifa, captivated those present with insights into the world of sport and its reputation. Fifa is certainly one of the most well-known organizations that has to take care of its image, as the sport has made many negative headlines in recent years. Be it because of betting scandals, expensive transfers or because of the cutting-edge issue of hooliganism. Through Google and social media, these negative reports become known quickly and very widely.
Stefan Nünlist, Head of Communications and Public Affairs at SBB, explained how important, but also how tedious, reputation management is for a large organization with around 28,000 employees. SBB has also had to contend with the displeasure of many passengers in recent months. Fares have skyrocketed, much to the annoyance of commuters. This makes it all the more important that the image of a customer-oriented organization with friendly employees now comes to fruition. SBB relies on storytelling in its communication: "Stories that move people or make them smile".
Hanspeter Lebrument, President of the Association of Swiss Media, pilloried the Basler Zeitung in Basel. He pointed out the mistakes that the local publishing house had made in terms of communication over the past few years. As a result, its reputation has suffered and circulation figures have plummeted.
After the break, Abbot Martin Werlen took the floor. He clearly expressed his point of view: "The Church must move with the times and must not be opposed to the new communication channels". Unfortunately, this message has not quite reached Rome yet, but he said he is actively working to get the Pope excited about it as well. Abbot Werlen is a passionate social media user who tweets or communicates on Facebook daily. Asked about the church's communication on the sexual assaults, he expressed his conviction that reputation is not the measure of all things. Out of fear of jeopardizing the reputation, information was not provided or only provided slowly. This was damaging to the church. For him, the offer of an organization must primarily be right, it must be credible and trustworthy. Only on this can a reputation be built.
In addition to the speakers, Patrick Rohr also welcomed the well-known communications consultant Beatrice Tschanz (ex Swissair) to the subsequent panel. The focus was on the topic that a good reputation is crucial for every company, every person and every brand in order to generate success in the public eye. The discussion was open and direct. The discussion provided the 120 guests with insights into the complex and exciting topic. A statement by Beatrice Tschanz was taken to heart by many of those present, PR Suisse continued in the press release: "You can only be good if you are genuine. There is no point in conforming to norms or even trying to pretend in public. You have to come across as authentic and honest."
Special attention was paid to attracting a younger target group. The new communication concept picks up on the creative process in which sewing artists immerse themselves. The images and stories of the new campaign are intended to open up enchantingly dreamy and aesthetic worlds. Individual ingredients tell origin stories of lovingly crafted garments and accessories. The ingredients are as individual as the works of art that are created from them. Only one ingredient appears in all the stories: Bernina. This is also the motto of the campaign: Bernina is the reliable tool with which almost any idea can be realized.
With the launch of the new Bernina 5 Series in September, the first advertising materials were published. The focus is on print and online worldwide. All conversions are distributed via various blogs, websites and Bernina's own YouTube channel. In Switzerland, an additional TV spot is currently running. A wide range of POS material is available to retailers for sales promotion.
In addition to working on the campaign, Publicis Communications developed a new CI/CD, redesigned the Bernina magazine Inspiration, produced a corporate image film for internal use and for the trade, and produced application DVDs for all three models of the Bernina 5 Series, which are included with every sewing machine and serve as support for initial start-up.
Responsible at Bernina International: Claudia Staber (Vice President Marketing), Annett Werner (Brand Management), Matthias Fluri (Communication, Marketing & Sales Support). Responsible at Publicis: Achill Prakash (strategy), Sacha Moser (CD), Sonja Gross and Vivi Chiosi (AD), Melanie Gut and Chantal Panozzo (text), Andrea Zanzerl (graphics), Bruno Biondi and Sabrina Elsässer (consulting). Production videos: Beck&Friends. Photo & Film: Andrea Diglas.
Trends/results:
- In view of the growing importance of social media, communicators are increasingly relying on their own corporate media
- The implementation of social media governance guidelines is still in its infancy - in a European comparison, neighboring countries are ahead of Switzerland
- Women remain in the majority in the Swiss PR industry and will play an even more important role in the future
- Chief Communications Officers (CCOs) are often part of the management team and have an increasing influence on strategic corporate decisions
- Around half of agency commissions do not come from the communications/PR departments, but almost exclusively directly from the CEO
- Issues communication" and "institutional communication" are predicted to be the most important communication disciplines.
The Swiss Observatory
The Swiss Observatory was founded in 2009 by PR Suisse, SPRI, BPRA, Harbour Club and Università della Svizzera italiana USI. It is supported by YJOO Communications, Linkgroup, Dynelytics and Adwired. Regular surveys as well as ad hoc studies are conducted to provide the industry with the necessary data for continuous improvement of professional practice. The next study will be conducted in spring 2012.
The study is available in electronic form at Spri.ch/pr-industry/swiss-house-of-pr/observatory.
Delizio is not a copy of Nespresso, but "the real alternative". A cleverly coordinated interplay of coffee capsules and coffee machines. The airtight capsules preserve the aromas of exquisite coffees from the world's best growing regions. The machines impress with their award-winning design and offer quick and easy preparation. Delizio is now going on the advertising offensive with this claim. The creative agency Ruf Lanz was commissioned and was able to prevail in a multi-stage evaluation process. In the campaign, the creatives combine the quality of Delizio's fine coffee with the record warm-up time of the Delizio machine. This takes just 15 seconds and is therefore currently in pole position for the rest of the race among all known providers. The generously and elegantly designed advertisements show connoisseurs bringing the capsule to their mouths like a cup of coffee. Thanks to Delizio, the path from capsule to coffee enjoyment is "shorter than ever". Instead of a celebrity, real people have been cast. The three subjects were photographed by Chris Tribelhorn. To further dramatize the 15-second warm-up time, there is an online competition: if you manage to fill in a form with your name and address within 15 seconds, you can win a coffee machine. According to the agency, someone manages to do this every quarter of an hour. The competition runs for ten days. Andreas Panzeri
Swisscontent is producing a series of monothematic dossiers for pension fund consultant Assurinvest, the first of which analyzes the 2012 BVG structural reform. Assurinvest commissioned the agency with a new communication concept for customer retention and acquisition. Concept, design, content and layout will be delivered by Swisscontent from a single source, the agency said in a press release. Swisscontent produces various external and internal publications for the Baumann Koelliker electrical installation group and its subsidiaries. The agency also supports Baumann Koelliker with content and communications consulting.
Juliane Rungger joined Swisscontent as a graphic designer in October. She received her diploma in information design from the Ravensburg School of Design, worked as a graphic designer in Australia for eight months and spent a year as an intern at Spiegel in Hamburg. Fabienne Buser also started as a French translator in October. She completed her schooling in Neuchâtel, culminating in a Lic. degree in English. She then completed the CAS specialist translator diploma course. In her professional career, Fabienne Buser has worked for Piaget, UBS and Breitling as a German - French - English team leader. Michèle Grob has been supporting the management in the areas of marketing, sales and communication since August 2011. She is in the final year of her studies at the ZHAW and will graduate with a Bachelor's degree in Business Administration in 2012. After spending more than three years in South Africa, she worked for Pricewaterhouse Coopers in Human Capital Marketing for four years.
Babies and toddlers have the bad habit of making everything that comes in front of their mouths disappear into it. Don't worry, this column won't degenerate into a mommy blog. But an EU safety regulation forces me to once again address the joys and sorrows of young parents here.
So: We are still in the wetland of the child's mouth. A foreign body that gets in here has three ways to escape. A: It fights its way back into daylight. B: It enjoys a tingling bath in the stomach acid. C: It takes the tracheal diversion and thus puts its host in acute danger of death. This is also why mommies and daddies secure every new environment like a crime scene and remove anything smaller than an empty toilet roll from their pet's reach. Moms and dads of children under 4, mind you.
However, the EU Commission for Consumer Safety has now found that blowing up a balloon poses an acute choking hazard even for 7-year-olds. According to the Commission, party whistles that unfurl into a long tongue when blown into the balloon pose a risk up to the age of 14. Ergo, children under the age of 8 may only blow up a balloon if an adult is present. The same applies in the case of whistles, except that the offspring have to endure the presence of their parents for a few years longer. I honestly wonder who whispered the magic numbers 8 and 14 to the EU experts.
What developmental step does a child take between the ages of 7 and 8 and between the ages of 13 and 14? Why is a person on the threshold of adolescence more likely to swallow a piece of party pipe than a drunken adult? Or even a sober adult. If you haven't learned by the age of 7 that a balloon only gets nice and round when you blow air into it, and not when you inhale the rubber, you won't learn it again by 18. As a child, I once accidentally bit into plasticine instead of my chips - because I was engrossed in playing. But accidentally swallowing a balloon? I dare say that even a toddler would have a hard time feeding the stinky, sticky rubber thingy to the organs described at the beginning of this article under B and C. The EU Parliament's zeal for regulation seems boundless. Yet Brussels is having a hard time with the really important regulations. Isn't the scenario of a handful of unsupervised investment bankers plunging the world economy into misery more likely than an unsupervised child swallowing a balloon?
Or are the new security guidelines even a pitiful attempt to get to the root of the banking problem? The future financial elite is being taught at an early age that creating a bubble filled with hot air requires sacrifices. And that even a whistle blower puts his life on the line. It is more likely, however, that the EU bureaucracy will have to justify its existence with an impressive output of laws.
Fortunately, the new regulations will have no impact on everyday life. Who wants to check whether an adult is watching when little Udo, Florence, or William, with their heads high and red, blow more saliva than oxygen down the narrow throat of their balloon. Perhaps in a quiet minute the EU Parliament should take a closer look at its own potential danger: "Danger of suffocation due to flood of paragraphs."
The election and party advertising, internet directories and search portals and headwear segments recorded strong growth. Not surprisingly, the election and party advertising segment recorded a significant increase of CHF 12.2 million in September. This corresponds to an increase of 622.4 percent. Thanks to the charm offensive for Google's Street View product, the Internet directories and search portals segment also had an outstanding advertising month in September with CHF 3.2 million, which corresponds to an increase of 463.9%. A rather astonishing figure: despite the still summery weather in September, the headwear segment recorded significant year-on-year growth of 1.2 million francs and an increase of 913.5 percent. Schoch & Sonders was founded in 2006 by Dominik Schoch and Roman Sonders. The Zurich-based brand agency employs around 10 people. Its core competencies are brand strategy
His passion, however, lies in blogging and the raw and honest journalism that is disseminated today via blogs and Twitter. And so, during Egypt's spring revolution, he was drawn directly to Tahrir Square in the middle of Cairo to deliver what was happening as realistically as possible to his blog community in the safety of their homes in Germany. Or he documents the real events in front of the Apple store in New York, when hundreds of followers wait in the cold to get hold of one of the highly coveted iPads - always true to the motto "in the thick of it, not just there". Gutjahr is convinced that social networks will change the world of media and journalism dramatically over the next five years, be it with Twitter or Facebook or new possibilities that we can't even dream of today.
The next event will take place on November 22 at Condor Films in the Bellerive studios and will focus on the topic of "Storytelling". Registration is already open. IAA Swiss Young Professionals are associated with the IAA Swiss Chapter and pursue the same goals and tasks.
As the main characters in 11 commercials, Barry and Hans have been able to sneak into the hearts of TV viewers for over a year. The good-natured Bernese mountain dog with the sharp wit and the lively goose with the cackling simplicity are the likeable ambassadors for Swiss fruit and vegetables. The advertising agency Unikat invented the animal comedy duo in the style of Laurel and Hardy. Manifesto Films brought the characters to life. The idea of letting other inhabitants of a farm have their say instead of fruit and vegetable growers for a new communication campaign was not entirely uncontroversial at first, but then found a majority in the two associations of Swiss vegetable producers and the fruit association. For the first time, they have joined forces with the same agency and the same camera for this campaign.
Large fan group wanted continuation
Since then, the two associations have received "almost daily requests for more stories from Barry and Hans", says "animal father" and CD Daniel Meier at Unikat. Many would have liked a full-length feature film, "but that would have swallowed up a budget of millions due to the elaborate animal animations", calculates director Reto Salimbeni at Manifesto. He therefore had the brilliant idea of producing a radio play when setting the commercials to music. "There aren't too many clients who are so boldly prepared to break new ground when it comes to communication," says Daniel Meier, describing the happy ending. After just a few meetings, they had the go-ahead from the associations.
New story and new characters
As the father of two children, Daniel Meier, who also wrote the stories and dialog for the TV commercials, had the ideal test audience right at home to write five more stories in a long version of 76 minutes in total. In these "modern fairy tales for today's kids", Barry and Hans are joined by other farm animals for action, humor and emotion. Sony Music came on board in the winter and spontaneously agreed to market the radio play as a CD. Manifesto and Salimbeni then produced the episodes in Roman Camenzind's Hit-Mill, with popular voices from the Swiss entertainment industry such as Dodo Hug, Endo Anakonda, Hans Ruchti, Fabienne Hadorn and Claudio Zuccolini providing the animal dialog. Hit producer Roman Camenzind and Fred Hermann contributed over 20 minutes of specially composed music. The whole creation was then "cinematically mixed like a feature film" and should therefore also stand out in terms of quality from the usually much cheaper children's productions.
For the creators, their advertising figures have thus been "taken out of the advertising vessel and into the culture". You could also say that people are happy to spend money to buy advertising. As well as conveying the positive messages about Swiss fruit and vegetables, a few key messages from the commercials have of course been incorporated 1:1 into the audio sequences. "Each story has a short sequence that actually took place in the TV commercials," says Daniel Meier, playing with the Hitchcock gag that can also be found briefly in all his films. However, the "surreptitious advertising" in the radio play is never forced on the audience's eyes or ears. The CD with Barry and his pals is distributed by Sony and marketed prominently by Coop, Mediamarkt and Ex Libris. It will be interesting to see whether the animal stories will one day become classics of modern fairy tales.
Andreas Panzeri
