{"id":16123,"date":"2026-02-03T12:31:34","date_gmt":"2026-02-03T11:31:34","guid":{"rendered":"https:\/\/agcommtech.de\/2026\/02\/03\/when-communication-becomes-irrelevant-non-communicators-suddenly-lead\/"},"modified":"2026-02-04T10:31:11","modified_gmt":"2026-02-04T09:31:11","slug":"when-communication-becomes-irrelevant-non-communicators-suddenly-lead","status":"publish","type":"post","link":"https:\/\/agcommtech.de\/en\/2026\/02\/03\/when-communication-becomes-irrelevant-non-communicators-suddenly-lead\/","title":{"rendered":"When communication becomes irrelevant, non-communicators suddenly lead"},"content":{"rendered":"

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\nVon: Thomas Mickeleit<\/em>\n

\nEin Interview<\/a> aus berufenem Munde, n\u00e4mlich mit PRCC-Chef Thomas L\u00fcdecke im PR-Journal gab der in den letzten Monaten zu beobachtenden Berufungen von professionsfremden Managern an die Spitze von Kommunikationsabteilungen neue Nahrung. Ob MunichRe, Mercedes oder Media-MarktSaturn, \u00fcberall wurden Leitungen eingesetzt, die keine ausgewiesenen Kommunikationsexperten sind. Das muss beunruhigen, denn hinter den Entscheidungen, steht im Grunde das Urteil: Ist doch egal.\n

\nL\u00fcdecke f\u00fchrt zudem an, Kommunikationsabteilungen seien st\u00e4rker gefordert, ihren betriebswirtschaftlichen Mehrwert zu belegen und da sei es naheliegend, auf andere Professionen zur\u00fcckzugreifen. Im Grunde geht es um das gleiche Argument. Kommunikationsabteilungen haben es vielfach nicht vermocht, ihren Wertsch\u00f6pfungsbeitrag zu belegen. Mit anderen Worten: Die Kommunikationsabteilung ist kein strategischer Partner, sondern ein austauschbarer oder sogar entbehrlicher Dienstleister, Stichwort KI.\n

\nEin Schock ging durch die Profession als Ansgar Zerfa\u00df und Jana Brockhaus im Sommer 2025 in eine Studie mit dem offenlegten, dass 67% des Top Management, 57 Prozent des Managements und 57 Prozent der Mitarbeiter verlangten, dass Kommunikationsabteilungen transparenter machen, was sie eigentlich treiben und ihren \u00fcbergeordneten Beitrag zum Erfolg der Organisation belegen sollten. \u201eZeit zu wachsen \u2013 oder zu verlieren\u201c titelten die Autoren. Wurde der Weckruf geh\u00f6rt?\n

\nDer neueste CommTech Index Report<\/a> weist aus, dass in 39 Prozent der Kommunikationsabteilungen niemand f\u00fcr Daten zust\u00e4ndig ist, aber auch in den gro\u00dfen Abteilungen mit mehr als 20 Besch\u00e4ftigten (davon gibt es nicht so viele) sind es 22 Prozent. Man muss daraus nicht den Schluss ziehen, dass diese Kommunikationsabteilungen \u00fcber keine Daten verf\u00fcgen. Wir wissen aber auch, dass nur 48 Prozent, also nicht einmal die H\u00e4lfte, nicht wei\u00df, in welcher Tonalit\u00e4t Medien \u00fcber sie berichten, geschweige denn wie es um ihre Reputation bestellt ist (32 Prozent) oder gar der Markenwert (15 Prozent) gemessen wird.\n

\nWenn es also darum geht, wie sollen Kommunikationsabteilungen ihre Relevanz belegen und von ihrem betriebswirtschaftlichen Beitrag zu \u00fcberzeugen, geben diese aktuellen Zahlen wenig Hoffnung. Hinzu kommt, wo Daten erhoben und genutzt werden, fehlt es oft an einer f\u00fcr die internen Stakeholder relevanten Aufbereitung. Mit dem Quartals-Clipping-Report erntet man im Management nur m\u00fcdes G\u00e4hnen.\n

\nDie Crux ist, dass Kommunikationsabteilungen seit Jahren abgeh\u00e4ngt sind, wenn es um die Nutzung von Daten und Kennzahlen geht. Jetzt r\u00fcsten Unternehmen schnell auf, um mit Hilfe von KI und Automatisierung massive Effizienzgewinne zu realisieren \u2013 auf Basis von Daten.\n

\nWachsen und ihren Wunsch als strategischer Advisor Anerkennung zu finden, k\u00f6nnen Kommunikationsabteilungen nur, wenn sie ihre digitale Transformation mit Hochdruck betreiben, Weiterbildung und Trainings durchf\u00fchren, in digitale Infrastruktur investieren, einen KI-Fahrplan entwerfen und damit ihre neue Rolle neu zu definieren.\n

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OTHER BLOG ARTICLES<\/strong><\/a><\/div>\n\n<\/div>\n

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An interview with PRCC boss Thomas L\u00fcdecke in the PR Journal gave new impetus to the appointment of managers from outside the profession to the top of communications departments that has been observed in recent months.<\/p>\n","protected":false},"author":7,"featured_media":16112,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[95],"tags":[],"ppma_author":[124],"class_list":["post-16123","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en"],"yoast_head":"\nWhen communication becomes irrelevant, non-communicators suddenly lead - AG CommTech<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/agcommtech.de\/en\/2026\/02\/03\/when-communication-becomes-irrelevant-non-communicators-suddenly-lead\/\" \/>\n<meta property=\"og:locale\" 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