Dschen documented a dark chapter in Vaud's history with her contribution, which was broadcast on Swiss television's "Kulturplatz" program, the foundation announced on Wednesday. Dschen's contribution was prompted by the novel "Un Juif pour l'exemple" by the well-known French-speaking Swiss author Jacques Chessex, who collapsed dead during a reading in Yverdon last October.Chessex's novel made an important contribution to understanding between the Romands and German-speaking Swiss, the foundation wrote in a statement on Wednesday. It is therefore also honoring him "indirectly and posthumously".
One of the aims of the Swiss Media Prize is to promote understanding between the two language regions. The prize is also awarded to radio and television programs that deal with topics from the cantons of Bern, Fribourg and Valais in a particularly high quality. The 2010 radio prize goes to Hans-Peter von Peschke for a programme on the subject of stroke, while Peter Maurer receives the prize for the best daily news report for a report from an EPP event in Grosshöchstetten shortly before the vote on the minaret ban.

The winner of this year's "Only an ad can do that" competition, Manuel Rohrer , will take part in the creative competition for young creatives from all over Europe. Also flying to the Best Yet 2010 are Filip Wolfensberger and Dominic Zach from the Bern agency Maxomedia - a team of participants who made it onto the shortlist (No. 5) and won the ticket at Thursday evening's awards ceremony in the draw held in public.
This annual European competition for young talent was launched in 2002 by the main European marketing organizations for the daily press. Publicitas Publimedia has been the Swiss member of Best Yet - best European Young Team since 2006. In Switzerland, the selection process to determine the teams of participants is organized in cooperation with the Swiss Press Association.
New members join the competition every year. Today, the following countries are involved in the competition: Austria, Belgium, Croatia, England, Germany, the Netherlands, Norway, Sweden and Switzerland.

Almost 100 newspapers and magazines from all press categories of the member publishers in German-speaking Switzerland have agreed to take part in the campaign within a very short space of time. French-speaking Switzerland and Ticino will follow towards the end of May. The campaign will run until November 2010 and there are shopping vouchers with a total value of CHF 130,000 to be won. The website shows what the advertisements look like, how the mechanism works and how the different technologies are put together www.das-kann-nur-ein-inserat.ch. The resolutions on the cell phone will work as of May 4, 2010
The rapid conversion of consumers to convenient cell phones is facilitating the rapid spread of "Print 'n' Mobile". Apps and numerous readers are available to users free of charge. The "Innovation", "Advertisement Campaign" and "Genre Marketing" project groups in the Advertising Market Department of the Swiss Press Association have been following developments in this area for a long time. Accordingly, a broad campaign was planned this year for men and women aged 15 and over who read newspapers and magazines - people who have an iPhone or the latest generation of cell phone and are open to new things.
Print takes on a completely new perspective thanks to the various forms of the media network - the advertisement becomes interactive and enables a reaction in a matter of seconds. Readers can obtain more detailed information, make a reservation or order or take part in a competition. Manuel Rohrer's winning campaign in this year's competition for young creatives focused precisely on this media combination of print and electronic media. Under the title "Great things begin with an advertisement", four subjects were created that encourage readers to gain their own experience with codes or image recognition.

The partners and sponsors:
BSW Leading Swiss Agencies
Swiss advertising SW
ASW awarded
Art Directors Club ADC, Switzerland
Script
Keystone
Print Online
Publicitas
Paper beads
Utzenstorf Paper
Ringier Print/Swissprinters Premedia
Advertising Week
Com.in

They can now be seen in almost 100 Swiss media, the new subjects of the Swiss Press Association's "Only an advertisement can do this in 2010". They prove that Print is more interactive than you might think. Because if you photograph the subjects with your iPhone or smartphone, you get a surprising reaction - supported by special software: the brick becomes a house, the egg hatches into a dinosaur. But why not try it out for yourself with the subject on page 14?
Print 'n' Mobile is the name of the technology behind the new campaign. It works with three different techniques: quick response codes, webcams and the Kooaba image recognition software. With the Kooaba application, the pages of Blick, NZZ am Sonntag, Weltwoche or 20 Minuten can already be saved, archived and forwarded by taking a photo. What exactly the viewer has to do with the "This can only be an advertisement 2010" ads in order to find out what the illustration is just the beginning of is explained under each subject. As an incentive to try out the new, all cell phone photographers can take part in a competition with prizes worth a total of 130,000 francs. Great things start with an advertisement.
Interactive advertisements
The campaign shows where print could soon be heading: In future, an advertisement will not only have a wide reach, it will also reach viewers immediately. They can react immediately, request background information, take part in competitions and reserve or order advertised goods - at the exact moment they see the ad. At home, in the office or on the move.
The idea for the campaign came from Manuel Rohrer, graphic designer at the Bern-based advertising agency Contexta. He happened to hit the nail on the head with his idea, as the Swiss Press Association was already planning a broad-based mobile campaign for newspaper and magazine readers aged 15 and over for this year. Rohrer's competition entry fitted in perfectly with the concept. The campaign runs until November.
Anne-Friederike Wilhelm

Everyone is talking about the iPad. The new must-have from Apple is fascinating. The Apple fan community and publishing managers are enthusiastic. They are hoping that the new device will achieve a breakthrough in paid content for the printed press. It is very possible that this could succeed, as the integration of text, images, film, sound and interactivity is very tempting.
Anyone who has ever played around with one of the new apps from Paris-Match or Sports Illustrated is thrilled and realizes that a new fascinating dimension of media consumption is coming our way. Alongside the nostalgic rustling of paper in a printed newspaper or magazine, there is now the fascination of a new media reality. Being able to access attractive media content anytime and anywhere with a stylish gadget that not only looks good on the go, but also on the designer sofa, is a lot of fun. And that should be worth something to many media users.
> To the study questionnaire: "Paid content - opportunities for the media industry".

The Lenzburg-based company specializes in placing media talent and challenges in the printing, media and packaging industry as well as marketing communications: On May 1, Medientalente launched a completely revised and redesigned website. The linchpin is the database with all vacancies that the holistic personnel service provider wants to fill for its customers in the printing, media and packaging industry as well as marketing communications. In addition, Rolf R. Eicher, who set up his own business in 1997, presents online all the services offered by Medientalente, its philosophy and the team.
New to the team since May is Roger D. Müller, who as a partner looks after media and publishing houses and clients from the marketing communications sector. Müller took his first steps in the publishing industry after completing his basic training: First as a salesman, then as a team leader. He trained part-time as a communications planner, worked as an advertising manager and set up his own business as an advertising consultant. After a while, he returned to publishing and rose to the position of sales and advertising manager, while continuing his professional training to become a sales manager. Among other things, Roger Müller was responsible for the airline business as managing director of an internationally active media marketing agency. Before joining Medientalente as a partner, he worked as an advertising manager in the magazine publishing house of AZ Medien.

The dual citizen with Swiss and American roots has previously worked in the USA and the UK for agencies such as JWT, Fallon and most recently at Euro RSCG in London, where she led the Chivas Regal mandate worldwide. During her career she has worked for national and international clients and holds a Bachelors of Art in Advertising from Michigan State University. She is now looking forward to working at Walker for familiar clients whose products and services she remembers from her childhood. Lisa Binkert grew up in Zurich and then lived with her family in the USA for 14 years.

Over the last few weeks, I have attended several social media marketing events and listened to various presentations from companies. I have summarized the most important success factors from these presentations:
Social media governance before social media marketing
Social media governance is a prerequisite for a company's presence on the social web. Formulate your social media guidelines, a social media strategy and directives on responsibility within the company before you become active on the social web.
Relevance counts
On the social web, users determine what is of interest to them. This cannot be bought with media spending. If you ask around on the social web, you will recognize what moves your consumers. And if you build your social media marketing activities on these topics correctly, you can gain the engagement of your target group.
No barriers to entry
Consumers find it difficult to make their own films, stage photos or write short stories. Your activities on the social web will be more successful if you use mechanisms for engagement that are simple and familiar to your consumers.
Own communities have no future
Own community websites are being abandoned. Save yourself the investment in your own community websites and be present on the social web where your consumers are.
Use Twitter now
Twitter has 10 times more readers than writers. That's why you should use Twitter now to disseminate relevant information and offers and thus strengthen your authority and competence.
No exaggerated expectations
It is difficult for a Swiss company to gain tens of thousands of fans on Facebook or thousands of participants for a social web promotion. Avoid disappointment by formulating realistic, measurable qualitative and quantitative objectives.
No fear of losing control
Many companies are afraid of losing control of the dialog with consumers. Be aware that people are talking about the quality of your brand and its social and ecological behavior on the social web even without your intervention. Wouldn't it be better for this to happen in a channel that you can influence?
The social web offers every company interesting opportunities for brand development. The prerequisites are a relevant topic, measurable goals, a certain willingness to take risks and human and financial resources.
Imre Sinka, dotpulse Webagentur AG

He has a dream job: distributing money - and making himself popular. "Do good and talk about it," is a maxim of sponsorship. But in a state-owned enterprise that is being squeezed by private competition and other developments at all corners and post offices, money is not distributed to bluff. Sponsorship is a tool that is constantly gaining importance in marketing. Out of a total communications budget for the Group of 115 million Swiss francs, around 16 percent currently goes to sponsorship at Swiss Post. With additional donations, such as for the Museum of Communication in Berne, the amount rises to over 20 million. A total of around 11 people work in sponsorship and hospitality at the Group with its subsidiaries PostFinance and PostBus. Of these, 4.5 work in Marc Santschi's team to manage the umbrella brand. Their successes have already given Switzerland many happy hours. But their work also pays off profitably for Swiss Post's advertising.
The Head of Sponsoring, who has been in charge for seven years, studied business administration at the University of Bern, specializing in marketing. His master's thesis on "The Influencing Factors of the Weather on the Swiss Sports Trade" already revealed his professional interests at that time: sports and its marketing. Marc Santschi played handball himself - up to National League B level - and worked for the Bernese newspaper with reports ranging from soccer to ice hockey to cross-country skiing. When, at the age of 23, he wanted to concentrate more on his studies, he switched from the playing field to the board of his handball club. Santschi helped establish Wacker Thun in the National League A and during this time was also responsible for the correspondingly more demanding activities in marketing and communications for the club. He found his first full-time job in 1993 as a consultant at a PR agency. Professional sponsoring tasks awaited Dr. Bischof for the first time with a mandate for the Federal Shooting Festival in Thun and later the Music Festival in Interlaken.
With the supervision of these major events, Marc Santschi had finally found his calling. With the experience he had gained, he was able to take on a newly created position as Head of Marketing and Communications at the National League of the Swiss Football Association. For three years until 2000, he was allowed to build up the new discipline in this independent department of the football association. Specifically, during this time Santschi introduced the revolving boards in the stadiums. For the newly launched soccer broadcasts in the Swiss window of Sat.1, he had to conduct the negotiations around all advertising rights with a wide variety of parties, as well as prepare the setup of the infrastructure in the stadiums. A third innovation was the overarching marketing of the entire league. This development work ultimately made it possible to kick off the Axpo Super League. This also professionalized sports sponsorship on a broad front in Switzerland.
Swiss Post's sponsorship builds on all three pillars - culture, sports and social
Even before that goal was sunk, however, Santschi wanted to move to a new team because he had to press the bench a bit too often with his marketing at the association. "The marketing was only expanded at a slow pace." The media man and manager saw more opportunities to play at the Swiss Dispatch Agency. As managing director, Santschi was in charge of setting up and later merging SDA AFX, a business news subsidiary, with its competitor AWP Finanznachrichten.
Shortly before Christmas 2003, he received his best package from the post office in the form of a job offer. A new concept for sponsoring had been put together at the yellow giant. And Marc Santschi was to put the ideas into practice in the future as the new Head of Sponsoring.
He is now in his seventh year on the management floor at Schönburg in Berne - and it hasn't been a "darned seventh year. "The importance of sponsorship within Swiss Post is recognized by employees and the impact is perceived as very positive. We are also very satisfied with the external feedback," says San¬tschi, who is responsible for sponsoring the umbrella brand and thus the actual postal units. The PostFinance subsidiary has its own sponsorship department and is primarily involved in ice hockey and open air events.
Swiss Post would like to become an even stronger sponsor at the Locarno Film Festival in the future
Sports, culture and social issues are the pillars of sponsorship at the umbrella brand, Swiss Post. When it comes to social commitments, "2× Christmas" has been a fine tradition for 14 years. At all post offices, "superfluous" Christmas gifts or other material donations can be handed in. These are then distributed in poorer areas in cooperation with the Red Cross and the SDC. More than 70,000 "Päckli" have been collected this year thanks to targeted promotion by SRG. Marc Santschi is pleased to be able to accompany the distribution in Belarus for the first time with a delegation directly in Minsk in mid-May. Gifts will also be given to victims of Chernobyl who are still suffering.
"Do good and talk about it" is the motto of successful sponsoring. This concept has never before been so openly demonstrated in the "Every cent counts" campaign. Swiss Post, as a long-standing partner of Swiss Solidarity, collected donations in public on the square in front of the Federal Palace, with live coverage by all SRG media. "Social commitments usually have a hard time showing and staging the sponsors. In such projects, SRG is not only a grateful media partner, but also a strong driver and multiplier at the same time," Santschi is pleased with the success. However, he is also aware that not all aid organizations can make such a big impact or collect so much money.
Since 2004, Swiss Post has been a partner of Swiss Runners, the umbrella organization for Switzerland's 26 largest and most beautiful runs. In addition, it has supported the Swiss running elite since 2005 by organizing the Post Cup. For further external promotional impact, Swiss Post has set up its own running team with Switzerland's elites. They are also to act as ambassadors for running to inspire young people. "At first glance, the commitment to running is not sexy in terms of external impact," Santschi says. Nevertheless, this sport fits the image perfectly. With its commitment, Swiss Post wants to motivate the Swiss population, but also its own employees, to be physically active. "People who run have a better chance of making ends meet," is the philosophy. As an internal sponsorship, all Swiss Post employees can run in all competitions free of charge. T-shirts and other props are given out for this purpose. Santschi sees another advantage of this commitment in the "low attack surface". A Formula 1 sponsorship would hardly be accepted by the media and the owner of a state-owned company. A New Year's Eve race in Zurich or the Bern Grand Prix, however, enjoy sympathy at all levels. These events are also supported by self-financed content, from text to images and video. The TV footage, realized by the TPC, has meanwhile found a permanent place on the private channel Schweizer Sportfernsehen under the title "Swiss Runners Magazin".
Swiss Post generates even more publicity with its commitment to film. Swiss Post is heavily involved in the four most important Swiss festivals: the Solothurn Film Festival, Visions du Réel in Nyon, the Zurich Film Festival and the Locarno International Film Festival. Santschi has had different experiences with the various organizers. In Solothurn, he sometimes misses the will to accept an experienced sponsor as a competent partner. "There, the art is weighted more heavily in the organization than professional marketing," Santschi regrets. But this is a fundamental problem with many cultural events: "The staging of the sponsors leaves a lot to be desired. This is in complete contrast to sports." To be sure, Santschi doesn't expect things to be as loud and shrill in culture as they are in sports. "But a sponsor wants to be seen. Culture would also offer quite adequate platforms for this." After all, the considerable money that Swiss Post invests here must remain clearly accountable and therefore measurable in an operation with a public mandate.
The Zurich Film Festival has proved to be the ideal venue in this area. Swiss Post has been involved in this up-and-coming cultural event since 2008. "Here, sponsors are staged and integrated in a professional manner." Swiss Post's assessment of its presence in Locarno is also differentiated. In Ticino, UBS as the main sponsor "occasionally has a hard time" with Swiss Post as a co-sponsor and competitor - even though PostFinance is not the sender. Regardless, the Gel¬ben would like to take its involvement in the Locarno Film Festival up a notch. "We would like to upgrade - from co-sponsor to main sponsor - and could thereby significantly strengthen our visibility," reveals Marc Santschi. On the Locarno screen, after the thrilling financial thriller of recent years, that would probably be the best happy ending for many.
Andreas Panzeri

From mid-August, Swiss sports television SSF's programs will be produced at the location of Switzerland's leading regional television station on Heinrichstrasse in Zurich, as SSF writes in a press release on Wednesday. As a result, SSF is relocating all areas previously based in Schlieren, such as editing, broadcasting and studio productions, to the Tele Züri infrastructure. For the first time, the regional broadcaster is operating the entire broadcasting process and studio operations on behalf of an independent TV station.
At the same time, Tele Züri is taking over a large part of the technical production on behalf of Schweizer Sportfernsehen SSF. This collaboration underscores SSF's cooperation strategy, which was launched in February 2010 with a comprehensive cooperation agreement with TV Produktionscenter Zürich AG in the area of live and outside productions.
In the coming weeks, joint productions are planned for the World Cup in South Africa and the Züri Fäscht.

The Swiss Public Relations Association (SPRV) is a professional association with seven regional associations (Basel, Berne, Lausanne, Lucerne, Lugano, St. Gallen and Zurich) and around 1,700 members. It was founded in 1954 as the Swiss Public Relations Society (SPRG). Since then, it has acted as a professional association for the promotion of public relations as well as training and further education in this field of activity. The SPRV also includes the professional register and the examination board.
The professional register
Professional members of the regional companies who meet particularly high professional qualifications are entered in the professional register. They must provide proof of their professional qualifications and experience and be working full-time and in a managerial position in the field of public relations. The SPRV grants them the right and obligation to use the title BR/SPRV.
The examination board
Under the supervision of the Federal Office for Professional Education and Technology (OPET), the SPRV Examination Board has been conducting the higher professional examination for PR consultants since 1979 and the professional examination for PR specialists since 1984.
The training institute for PR professionals
The Swiss Public Relations Institute SPRI was founded in 1969 by the SPRV and is today an independent and successfully recognized institute for continuing education in public relations.
The SPRI is the only training institute for PR in Switzerland officially recognized by the European Confederation of PR Associations (CERP) whose training and further education policy focuses exclusively on public relations. It has set itself the goal of improving the quality of PR work and is responsible for the practical training and further education of PR professionals at all levels. To this end, the SPRI organizes courses in the areas of PR careers (entry-level courses for PR practitioners, professional examinations for PR specialists, higher professional examination for PR consultants/federally certified diploma), PR continuing education (specialist seminars and courses) and PR postgraduate studies (various CAS/certificate courses and parts of MAS studies).
Public relations are subject to constant change or must be subject to it. Only in this way can they fulfill their task of improving communication between people whose values and needs are subject to constant change. It is the task of all public relations professionals to become aware of the resulting responsibility on a daily basis. Supporting them in this task, but also highlighting trends, explaining their significance and discussing ways of actively coping with them, is a central aim of the SPRV's efforts, both today and in the future. PCM
Each of the seven SPRV regional associations invites its members to an event practically every month. They offer case studies, exchange of experiences, further training as well as social life and networking. More at www.sprg.ch

Courageous: Brewers Warn Against Alcohol
There’s no shortage of advertising that stops at nothing. It’s a testament to courage and image-consciousness when companies or associations run campaigns that go against their own interests: In Germany, the initiative «Prevention Out of Love for the Child» is currently advocating on posters and online for a complete abstinence from alcohol during pregnancy. The campaign is supported by the German Brewers’ Association and the Foundation for Children with Disabilities.
The background to this campaign is sad: Every year in Germany, 3,000 children are born with fetal alcohol syndrome (FAS) because their mothers consumed alcohol during pregnancy. In Switzerland, the incidence of FAS is estimated at 0.5 to 2 cases per thousand newborns. Affected children experience stunted growth, have a smaller head circumference, and exhibit facial abnormalities, such as a short, flattened nose, a lack of a groove between the upper lip and nose, and small eye openings. In addition, these children suffer from damage to the central nervous system and exhibit behavioral disorders and cognitive deficits.
The cross-media campaign features posters, postcards, and e-cards with the slogan «Pregnant? Blood alcohol limit: 0.0.» In addition, a website has been launched with further information on the effects of alcohol during pregnancy. The poster is included with trade publications such as «Frauenarzt» and the «Deutsche Apotheker Zeitung.» «With our initiative, we want to start where women want to learn more: at their gynecologist’s office,» says Wolfgang Burgard, president of the German Brewers’ Association. www.praevention-aus-liebe-zum-kind.de

Surrealism in Art
To mark its 100th anniversary, the Kunsthaus Zürich commissioned short films from an advertising executive, an artist, and a filmmaker. The three works are intended to present different perspectives on the museum and its surroundings. For the advertising segment, freelance creative director Ralf Kostgeld took up the camera. His work, «Chez toi,» is a metaphor for art consumption and thus literally dramatizes the «enjoyment of art.».