Commentary: Caucasus PR
"Werbewoche" editor René Worni on communication—a skill that takes practice.
NZZ has nominated its CEO, Ringier has made further fine-tuning in the Switzerland department, Tamedia wants to take legal action against NLZ's Zentralschweiz am Sonntag because the paper is going to headline the fifth Bund with "Piazza", Edipresse has to save ten million, is cutting 50 jobs and wants to work with arch-competitor Philippe Hersant in future, Axel Springer Switzerland is making new acquisitions via its subsidiary Amiado Group (Partyguide.ch and Usgang.ch) to market leadership among 16- to 34-year-olds - this is just a small selection of recent movements in the Swiss media landscape. Each of the events requires - depending on the case - a greater or lesser communication effort.
Exponents of war communication are currently demonstrating what communication is capable of in the Caucasus conflict. In a report, the Süddeutsche Zeitung moved the scene of this conflict between Georgia and Russia to Brussels, where it tracked down two professionals in times of crisis who were enlisted by the opposing sides in order to gain the power of interpretation in the public eye as to who ultimately attacked whom. Georgia's President Mikhail Saakashvili is currently the winner of this media battle. "The Russians have won on the ground, but not in the media," wrote the New York Times. Apparently, James Hunt, who was hired by Georgia, managed to turn the tide with a barrage of media releases in favor of his clients, who are paying almost one million euros a year for his services. The Russians are far removed from such achievements, only stating a month after the outbreak of war that the world public needed to know what had actually happened. Communication has to be learned. Süddeutsche Zeitung also scored points and received 197 online comments for its report.
Exponents of war communication are currently demonstrating what communication is capable of in the Caucasus conflict. In a report, the Süddeutsche Zeitung moved the scene of this conflict between Georgia and Russia to Brussels, where it tracked down two professionals in times of crisis who were enlisted by the opposing sides in order to gain the power of interpretation in the public eye as to who ultimately attacked whom. Georgia's President Mikhail Saakashvili is currently the winner of this media battle. "The Russians have won on the ground, but not in the media," wrote the New York Times. Apparently, James Hunt, who was hired by Georgia, managed to turn the tide with a barrage of media releases in favor of his clients, who are paying almost one million euros a year for his services. The Russians are far removed from such achievements, only stating a month after the outbreak of war that the world public needed to know what had actually happened. Communication has to be learned. Süddeutsche Zeitung also scored points and received 197 online comments for its report.
