A theory of the evolution needed in the process and scope of public relations and corporate communications. New media present the last frontier for corporate communicators to overcome the practices of autistic news dissemination and move to the art of situations creation.

1. GOT
Flickr_ Mr Bingo
ANY
NEWS?

2. Flickr_ Abhisek Sarda
we have come
a long way
in the area of
Corporate Communications

3. •Managing internal/external communications
•Retaining messaging coherence
•Succeeding favorable viewpoint
•Reaching out to critical constituencies
•Monitoring media environment
•Adapting to circumstances
•Finding the “edge”
•Incorporating new channels and means
Flickr_ queefette

4. succeeding most of the times Flickr_ Mary

5. Flickr_ Mathieu & Sonia Da reinventing into wheel the

6. applying the ever long notion and process of the PSEUDO EVENT Flickr_ F.E.M.E.

7. more dramatic dissemination prone repeatable cost demanding easily comprehensible sociable dominant

8. a news producing self confirming technique Narcissus-Caravaggio (1594-96)

9. publicity
time
overall publicity
“event”
target audience
general public
“event”
target audience
general public
“event”
target audience
general public
“event”
target audience
general public
Flickr_ Paul

10. but, is this anymore applicable?
yes, if part of an overall story
Flickr_cellanr

11. Flickr_Nina Matthews Photography
playing it safe &
enjoying mediocrity

12. Flickr_jnyemb

13. Flickr_himanisdas
…after a few words on German football

14. (Bayern Munich 82%)
Average Attendance:
German Bundesliga- 43,5k
England Premier League- 36,6k
Italy Serie A-23,4k
Spain La Liga- 26,8k
France Ligue1- 20,9k
Germany: 50%+1 rule,
members’ ownership
Average cheapest match tickets in Bundesliga: ~ 13€ (Premier League: ~ 35€) Bundesliga average wages/revenue ratio: 39%
(Premier League: 70%)
“We do not think fans are like cows, who you milk. Football has to be for everybody.”
Uli Hoeneß
President, Bayern Munich
data from “Business Life”, issue 10/14

15. that they get right?
-no huge budgets
-no provoking superstars
-no lifestyle approach
so what is
Flickr_ sebibrux
rewarding story
orchestrated through
active engagement
a personalized
a condition on its own

16. Flickr_ Mathieu & Sonia Da Luz
engagement
storytelling
content
big data
reputation mngt
could be the new
terms spinning
the wheel
cross platform

17. or the new means
to fuel our progress in
the attention economy
Flickr_ Glenn Beltz

18. Flickr_ where “news” are
fragments of the
overall picture
and brands are
facilitators of the
overall experience

19. paving the future of
Flickr _fairytalecinema
corporate communications that moves
from the technique of news-producing
“events” planning
to the art of situations creation

20. the ones that can master this art
are the ones that define the spectrum,
the norms, and the expectations
regarding corporate public image
Flickr_ epSos .de

21. thank you
Flickr_ RuckSackKruemel
John Kardaras
@yiankard