“Communication helps to achieve goals,” explains Oliver Hahr from the Stuttgart-based PR consultancy oha communication. As a lecturer, he teaches how to design campaigns. “Words and images but also numbers play an important role when it comes to positioning a brand, strengthening awareness and reputation or influencing knowledge, attitudes and actions.”
“From media monitoring and analysis, a multiplicity of indicators can be derived, which are helpful for communication”, Andreas Quest from Pressrelations knows. At the beginning of May, the guest speaker from Hamburg gave an insight into communication controlling in the PR course. “Topics, trends and tonality can be evaluated, the success of communications becomes measurable and can be steered.”
“In online marketing it is long-established practice to analyze and optimize the so-called ‘customer journey’ from first contact to purchase,” says Armin Vetter, study director at the Akademie der media. “PR has an expanded perspective, because it deals with reputation, the basis for trust and economic success. Beside the customers, coworkers, applicants or investors, for example, can be relevant.”
By analyzing what is reported on a topic, enterprise or product in on-line and off-line media, one can e.g. conclude on the awareness and the acceptance. With the help of market research, it is possible to determine how the perception and views of the target groups change. If one wants to exert influence with targeted communication campaigns, success can be measured and controlled.
Oliver Hahr will be teaching “PR Concept and Practice” to around 40 students in the 2019 summer semester. The subject is part of the state-recognized Bachelor’s programme in Applied Media at the Akademie der media and Global Brand & Fashion Management at the ISM in Stuttgart. Andreas Quest also works as a lecturer for Communication Controlling at the University of Applied Sciences Mittweida.