Communication cadets learn to pilot

Stuttgart students train to create campaigns and lead them to their target using numbers

Stuttgart (Germany), May 10, 2019 – Public relations is a strategic communication process that requires a lot of navigation skills. At universities such as the "Akademie der media" and the “International School of Management” in Stuttgart, one can learn how to determine the position, create PR campaigns, make use of current trends and identify shallows at an early stage in the process.

“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.

Andreas Quest, Oliver Hahr und Armin Vetter: Erfolgreiche PR-Konzeption nutzt kontinuierliches Communication Controlling Quelle: Akademie der media.

Andreas Quest, Oliver Hahr and Armin Vetter: Successful PR concepts make use of continuous communication controlling
Source: Academie der media.

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oha communication is a consultancy for international PR. The team helps highly specialized companies in technology, design and healthcare to design their communication more effectively – as a trailblazer in the process of internationalization. Services include profile development, strategic and country-specific PR advisory as well as the coordination and implementation of activities that meet communicative challenges with courage and creative ideas. oha communication, part of the global agency network Comvort, was founded in 2007 and is based in Stuttgart, Germany.

Founded in 2001, pressrelations GmbH has its headquarters in Düsseldorf and further offices in Berlin, Hamburg, Austin (Texas), Dublin, Moscow, Singapore and Sofia. It is a service provider for cross-media monitoring and analysis services. The company combines in-house developed technology with the expertise of its news managers, analysts and consultants. On this basis, pressrelations provides over 500 clients with practical insights and recommendations for planning, controlling and evaluating their communications efforts.

The Akademie der media GmbH, founded in 1993, is a private vocational school and an accredited study institution with state-certified degrees. Every year, the Stuttgart academy trains around 300 recognized experts and personalities in the fields of media, design and technical product design. In addition to the academy, media GmbH also has its own advertising agency and several production studios (photo, sound, editing), which are integrated into the teaching. Since the founding of the academy, the priority has been to convey an impression of the real world of work during training in order to smoothen the transition from studies or training to work in the best possible way. The entire educational offering is absolutely practice-oriented and is taught by didactically trained and experienced lecturers in small study groups. Beyond that the academy integrates industry experts regularly. Thus, newest impulses and trends from the different specialist areas are integrated without detours into instruction.

The International School of Management (ISM) is one of the leading private business schools in Germany. ISM regularly ranks among the top universities in the relevant rankings. ISM has locations in Dortmund, Frankfurt/Main, Munich, Hamburg, Cologne, Stuttgart and Berlin. At the state-recognized, private, non-profit university, junior executives for internationally oriented companies are trained in compact, application-oriented courses of study. All ISM study courses are characterized by internationality and high teaching quality. Projects in small groups are as much a part of everyday university life as integrated semesters and modules abroad at one of ISM’s more than 180 partner universities.