25 Portraits of an Apprenticeship

For Lange, training was all about «learning by doing»
the most popular way to communicate. It has been around for five years
Another approach: The IAM trains professional communicators.
A look back. Communication skills can be learned. That
At least that is what the SP Federal Council member, Cicero Prize winner, and gifted
Speaker Moritz Leuenberger in his brief foreword to *Communication*
»as a career." While this encourages many people, it presents a challenge for some
the awkward question of why she still hasn't learned it
would have. Was I too lazy? Did I not work hard enough (on myself)—
Or was there an Institute for Applied
Media studies—not yet? In dubio pro re: Of course it existed
IAM wasn't around back then …

The Anniversary Book
The Institute for Media Studies is part of Zurich University of Applied Sciences
Winterthur, located in the Kesselschmiede on the Sulzer industrial site
based in Winterthur. Since October 2000, the institute, which is run by the
Daniel, former editor-in-chief of the Tages-Anzeiger and linguist
led by Perrin, professional female communicators and
Communication specialists. So far, 240 of them have completed their degree program
completed; 25 of them are featured in this book, which is part of the
The five-year anniversary issue was published, featuring articles and photos.

One thing all 25 public information officers, female journalists,
Communications managers, media spokespersons, and editors
One thing they have in common: They have turned their calling into their profession and
worked hard to achieve this. All of them did so alongside their regular jobs, and many of them while
in their free time and during their vacations. But that's where the
Similarities. Their life stories are just as varied as the
Motivation to communicate professionally. That’s what «communication” is all about.
»As a Career" is a worthwhile and exciting read.

Turning a Calling into a Career
Take Marianne Gut, for example. The trained orthopedist took on a side job
the vocational high school for design, where I focused on web design
on corporate communications. When she was at the IAM working on a story
While doing her research, she came across the Stade de Suisse—and
shortly thereafter, he designed the website www.stadedesuisse.ch. While
As part of this project, she applied on her own initiative for the position of communications officer at
the Stade de Suisse Wankdorf. She got the job, built (at that time still
in a construction trailer) and has been on her own ever since
responsible for that.

Or Anna Scrowther. After graduating from high school, she worked part-time as a flight attendant,
until she began producing segments for a show on the private network TV 3 and
who headed the production team for an entertainment show. Then she decided
enrolled in the journalism and corporate communications program. Today
She assists the director and artistic director of the
Casinotheater Winterthur, where she is responsible for media relations.
She writes the program booklet, works with female journalists, and
Journalists—she invites them to rehearsals and arranges interview appointments. And
In between, she organizes everything from Bachtrommeln to Tigerfinken
with red pom-poms.

Putting People First
The book *Communication as a Profession* is intended for anyone interested in
are interested in training in communication. The very
These personal portraits focus on 25 people who
who want to communicate professionally and are therefore pursuing training
decided at the IAM. That is, if one accepts Moritz Leuenberger's thesis
If you want to believe that talent can be learned, that’s certainly a good approach—and
That's certainly true, even if—like me—you don't believe in it.

Roger Hausmann