NEWS

Where buzzwords become trends, classifying a topic along the heavyweight concept of “culture” is obvious. The use of “data culture” in German-speaking countries is still shy and the mostly US-American “data culture” is spreading over the so-called “data-driven companies” and their vision.

When it comes to media analysis, the demands in press offices have obviously grown considerably. Reach and the number of mentions are still the two most important indicators for press spokespersons -this suits classic media analysis service providers.

CommTech is sweeping across the Atlantic as a concept and new model for communication. With all sympathy and a bit of admiration, the idea of optimally developing all stakeholders into “fans and advocates” goes beyond the mark.

If comms professionals want to be seen as key players in their organization, they need to use the language of management and report successes accordingly. This brings us to the core of the “problem”.