Do Carmen, Carmen help, Carmen tu, Carmen sag, Carmen here good Carmen doof, Carmen, Carmen da
Carmen? Carmen Hillebrand is one of the most famous faces as a press officer of Vodafone Germany in the Web scene probably par excellence when it comes to the question what spokesman are ever known. It communicates via the company's blog, on Twitter of the Vodafone account, personally via the private Twitter account on Facebook, in other blogs, commented and responded, helps informed where she can and must, and will and may, sometimes Unzeiten, mega commitment, mega job.
And Carmen as her male part - Stefan Keuchel, press staff of Google Germany - in my opinion the role models of the modern to callable PR executives.
Please fill in your job, also and above all on modern channels with the stakeholders of the company via the Web to communicate extremely well. -Dedicated?
1. Information current = both inform regularly and up-to-date news from the company, Vodafone and Google. You can dismiss that as banal, countless companies fall me that although play a major role in the economy, but inform more poorly than right over the net.
2. Personality = immediately so - because can no longer decouple from the stream of information — is the "personal face" both decisive for an increased adoption rate, a higher commitment and trust by the recipients. Not a neutral "" = the company sends a message, but a person. How important it can be especially in the network to show face, I tried to show in a separate article and am therefore not in this complex area closer.
3. Dialogue = both distinguishes a high willingness to respond to personal questions. It is a blog article (here only for example comment by Carmen on a difficult subject called) or up to date the comment of Stefan Keuchel on clear name issues with a focus on dialogue (please looks on the thread after his response).
The combination of continuous information activity, personal face and dialogue results in the aforementioned role model of a modern Communicator in my eyes. Parallel - we must never forget, in which role a PR employee moves - which helps the company in several ways. Confidence-building, acceptance and a higher commitment affinity to share content and recommend.
Dark side
But what are the downsides? Some may know Robert Scoble. One of the predecessors of me as such designated here earliest models. The is for Microsoft bloggend in the stuff had laid, had contributed immensely to balanced to look at the image of Microsoft. You felt his role as authentic personally and engaged. Which continues today. There is known hardly a person who has a such a large impact, new technologies to make, although Robert no longer works for Microsoft.
And what should it be the down side? You know the principle. As soon as a Pilzkopf herauswagt, he is caught in the crossfire. Robert was very soon the "face of the Web" by Microsoft. A company that to this day consists of thousands employees, among the most important encoders of the IT industry. All people, an employee for a company which is not even nearly speaks belonged to the leadership of MS? For companies that pursue the policy of one voice, this is a terrifying idea. Also, personal jealousies inhouse play a major role. How can it be that a Chief-of-nothing (CON) is to a kind of Chief communication officer (CCO)? A German group I think that as unthinkable. It is already a good deal of courage to do this, but also approaches of a certain corporate, so to can move, as a PR Assistant. At the same time, it reveals why are companies in the network communicative difficult do so, to communicate personally. The biggest enemy is internal, not external, what most are likely to suspect.
And in the external view this face in rainy weather will quickly become the Buhmann, which is allowed to listen to most bitter, most personal reviews. Why? Because the distance between stakeholders and channels in the network has been reduced? Probably plays a large role in the social fabric, as people tick. Remembers how Carmen was insulted on the reactions in the context of the Vodafone advertising campaign personally someone? White to report also Stefan Keuchel (see link above, simply search). You thinks that could be loosely to sheathe? Then let you describe but voluntarily as Nazis, fools, bum, idiot, Schwurbler and the like. Some network user know no holding when it comes to the proliferation of reviews.
Of you who desire that endure as a PR Assistant at appropriate content beyond the pain barrier to do so? A PR/UK Board, which has enough compensation? Oh come on, in the position it allows no weaknesses and open sides themselves. Here is about internal power structure and political positions, why to conjure up an external problem itself?
Also, anyone who thinks of you, that the Chairman of the Chief loosely wegsteckt it, if a company has been criticized and again and again is a name. Namely he who gave the company a face in the network and is probably also just the hint, a Fitzelchen of responsibility? Chief Executive is just not paternally and päpstlich his protective arm extend, extend diplomatic immunity. The Donnerhall will roll like a tsunami by the House until he arrives at the level of the affected employee. Too much promised, all is not the case? Then congratulations, you're in a great company. Wow. The word of God comes from the sky, but not from the Board.
We press in risk and commitment readiness in monetary units, the Germans with the most important measure is the love money. A PR employees without management responsibilities may earn his 5 k gross a month. Additional to his previous assignment now a on "social media role model" to make what does it mean? Use over 8 hours of work out, knowing full well that this additional job in a 24/7 can degenerate. How was that Panda bears employees recently? As has been complained actually, you did after work. However, employees must usually no later than work until 10 pm, not more than 10 hours a day, not more than 40 + hours a month to build, else chimes the Union/works. Prescribed overtime? Is damn hard. Unpleasant, all very uncomfortable. To the working time + risk + addition internally as externally. It is difficult to measure in monetary units. The role for 5 k / month to take, who does that already? OK, we take to management positions, come together außertariflich times 10 k/month. 400 Plusstunden are then quickly normal. Also the hardly sufficient to find a point that adequately compensates for the commitment on personal remuneration curve (function of time, benefits and remuneration) of the employee. At the level of an employee, coming on salaries over 200 k - 1.000K/year, which could be quite find the point on the wage curve,. Just as I said, enters it a risk +, so as to endanger his salary? Who is so…
Summary
The personal spokesman is reserved a few today, which I take my hat. At the same time I have want to fully understand, but not fully, for those who are not in this dilemma. The predicament of internal problems and external problems. For all those who think that social media is not a problem, gottgegeben, modern PR, it would need only policies and guidelines, bit Agenturhifle there and because it was a no brainer, everything which I will see how he or she is trembling before the Chief Executive. Shit rolls down. Sorry for the harsh expression, but that is life in German companies.
And now? I don't know what to do also. Role models are role models. You dare and risk, rarely reap praise and thanks. From above, or from the bottom, nor by customer. Wish I would give me it. More, much more of it.
Access to article: · read: 3230 · today: 55
(Home page and RSS accesses are not counted)
Mark for the personal Google search:
Share on Facebook:
No hay comentarios:
Publicar un comentario