Golden cuckoo's eggs

Corporate Publishing Executives
are calling for "integrated communication". For some, the customer magazine is part and parcel of their business.
good tone, others see it purely as an acquisition tool, and the
CFO receives each new issue with a deep sigh: "What the
probably cost again?" With the employee magazines it will still be
more clearly: "That also works via the intranet" or "A newsletter does the trick
too" are opinions that are mainly circulating on the executive floor. And
It does not always remain with verbal objections, as the example of the
Migros employee magazine "Die Brücke" shows. Their attitude is
is not an isolated case. In other companies and groups, too, the
Cost/benefit calculation of the customer or employee magazine at the highest level
management level is regularly called into question.  
Discussions about the costs of corporate publishing media
are conducted primarily where the customer magazine or the
Personnel magazine never properly integrated into corporate communications
has been integrated. This is the case, for example, if the
Responsibility for the annual report to the CFO, for the customer magazine
the marketing or specialist department and for the employee magazine
is assigned to the HR department. It happens time and again that
corporate publications look impressively good, the
CD guidelines, but like a foreign body, in a sense like a
golden cuckoo's eggs within corporate communications.
What's going wrong?

Central control unit
Corporate publishing is not a single discipline, but a whole.
central component of corporate communication. This means that
corporate media from the very beginning, i.e. already in the
concept phase, into the company's communication strategy
be integrated. It is about far more than just complying with
CD specifications and pleasing magazine outfits. The decisive factor is also the
Implementation of the core messages in terms of content and design according to
journalistic criteria. This is where the specialist knowledge and
experience of the corporate publishers. They know how to
to correctly assess communication needs and to create the right
easy to understand. And they know how the various
means of corporate communication.
Corporate media are part of a communicative process.
It has often been proven that the alignment of customer or
employee magazines and, in particular, from journalistic
annual reports point the way for the entire industry.
corporate communication. With the professional evaluation of
corporate publishing projects, the quality and the quality of
correct networking of the products at any time, so that in the
corrections can be made if necessary.
    

Daniel Steim

Daniel Steim is a member of the management of the CP agency Medianovis.