22_06_12 HTCP TEST by daniel buchholz

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A guideline to the successful use of corporate publishing tools.

Hi,

thank you that you've taken this book in your hand. This book HOW TO CP has emerged during our Master's program and is concerned content with a focus on employee magazines. This book is meant as a workshop, but this workshop isn't finished yet. We have created a lot of content during our studies and researches, however, we finally had to rely on already published content. Rather, we have developed a concept which is made (in the best case) in the future with the help of a publisher, journalist, corporate publishers and design thinkers developed and completed. This book is intended to help organizations develop a clearer understanding of self, and optimize the knowledge gained through its employee magazine. Similarly, this workshop is aimed at designers who want to deal with the issue of employee communications. If you are interested in this book are to enhance and supplement Do not be afraid to get in touch with us. Daniel & Jan

B2m

BUsiness

MEMBER

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Show – don’t tell If you think a newsletter is written to inform, you may be getting only a small part of the picture.

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Show – don’t tell Raestem anitati nctatis nonse volupta quiaspi dernam,

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Show – don’t tell Iquibus et everum litio. Lam

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ut as sae prehentiscia sequidu sapidit estiam, iditinis et eriorum, omnihici tem a comnihi llabor aut inctur sum

Show – don’t tell If you think a newsletter is written to inform, you may be getting only a small part of the picture.

HOW TO CP.

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Show – don’t tell

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Show – don’t tell

nonserum unt mi, volore porro eatquam quam, omnis inus ipidund essime pelluptassum

Iquibus et everum litio. Lam

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Show – don’t tell Iquibus et everum litio. Lam

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ut as sae prehentiscia sequidu sapidit estiam, iditinis et eriorum, omnihici tem a comnihi llabor aut inctur sum

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Elingulictus con tantimis? Lem issilib ussatusquam. Scipse consum perivas.

HOW TO CP.

Elingulictus con tantimis? Lem issilib ussatusquam. Scipse consum perivas.

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Elingulictus con tantimis? Lem issilib ussatusquam. Scipse consum perivas.

HOW TO CP.

Elingulictus con tantimis? Lem issilib ussatusquam. Scipse consum perivas.

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HOW TO CP.

How How to use tothis useBook? this Book?

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â?ś HOw to use this book.

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HOW TO CP.

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HOW TO CP.

How How to use tothis useBook? this Book?

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â?ˇ CHOOSE YOUR TOOLS.

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HOW TO CP.

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HOW TO CP.

How How to use tothis useBook? this Book?

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â?¸ create your profil

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HOW TO CP.

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HOW TO CP.

How How to use tothis useBook? this Book?

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â?š look AND feel

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What are tools and which are right for my business? â&#x20AC;&#x201D;

Integrated communications

grated communication means in communication policy and the process of inclusive cross-linked, so that strategic and targeted communications. It includes analysis, planning, organization, implementation and control (management) of the total internal and external communications by businesses, organizations or individuals with the aim of ensuring a consistent and coordinated corporate communications. The modern corporate communication uses many ways to communicate with the respective target groups. The Integrated Communications is responsible for the diversity of instruments used and measures of internal and external communications to create a self-contained and consistent free communication system to a consistent for the target groups of communication appearance about the company or on a reference object of the company (eg products, services, ideas or opinions but also to convey). The integrated communication takes place on two levels, firstly at the level of total communication (as a planning and coordination) and the other at the level of communication tools.

To find the right tools is not easy with so much choice.

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It is important that the balance of components is determined by you individually.

PLANNING Control

analysis

ORganization

Implementation

internal & external communication

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OUTSIDE-TOOLS —

Processing, distribution, material, format,

HAPTIC The sense of touch is the first sense of the people. That’s why we must “understand” something, if we are to truly understand it. Consequently, the fashionable term “haptic” Everyone is talking about. But to be honest: of all the paper and print industry is not far beyond gimmicks. Because haptic communication, haptic design are more than select a paper that “somehow feels interesting,” or apply a varnish. But what is really tactile communication? What you will benefit in attracting customers? In short, it involves giving, communicating a message to a manageable so that they will learn primarily through tactile elements: the direct road to the unconscious as such. But this process is to be understood.

88% 93.5%

93.5% of companies with 250 + employees operate corporate publishing, 88% use digital media for corporate publishing

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The haptic of a digital magazine A like argument put forward for the survival of the print has the feel of a newspaper or a magazine that could not replace a computer or other digital device. EIn not such a bad argument, even if I do not think, that this argument should hold the print journalism it to change its current two-pronged strategy to the extent that the quality of content is established, both in print, and online equivalent. For the Haptikargument seems many publishers just stop them. The problem with this argument is the imagination and the change of generations. Iâ&#x20AC;&#x2122;m a relatively young man nor like a book, newspaper or magazine in hand and can understand these still feel, but I can also enthusiastic about the promises of technical equipment the next time and play around on an iPhone, for example, what makes an enormous ago. If you look at the concept of the above-shown in the video study by Bonnier of a new tablet computer, e-book reader, or simply pad look, I can not think just in contrast to the more senior semesters that they replace and niceto-use devices print products completely could. Not w they hasten the same feel recreate or simulate try, but that provide ecause they have a sophisticated solution that provides a new generation a new feel that is just creating the same memories for many years when this technology will be replaced by another is. The advantages are obvious. To read a magazine, I have no more to the kiosk, on holiday, I must choose not remember what I take with me heavy books, notes may not be covered in the book, I can find locations faster, etc. Apple will probably soon be his imagine their own idea of â&#x20AC;&#x2039;â&#x20AC;&#x2039;such a tablet and how much can change the world, we have seen on the iPod. There were already MP3 players, but only from the iPod, they were hip, cool, whatever. Each had at one time and then part again when Apple introduces such a grandiose concept, then we are sure in the next few years witnessed a revolution completed in the medial region, which has announced a long time but still searching for its boiling point. With the iPhone and new iPod Touch has been suggested, what will be the feel of the digital reading. Now we just need one more step, because the iPhone is too small to read. But Apple is probably the revolution to move a little, because the tablet is certainly the case at the beginning so expensive that Apple still has enough time to negotiate the terms of surrender that the print is absolutely required to sign.

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SPEECH LESS â&#x20AC;&#x201D;

Corporate Wording: How does your company speaks? By Dr. Doris Doppler

ompanies differ not only by logo, colors and design. They speak differently.

Listen to me closely: BMW sounds different than Mercedes. There, where the BMW Ultimate Driving Machine, speaks at Mercedes-Benz of the new form to show the size of speech. In order to transport the two automakers different contents and turn to different target groups. They use the corporate wording, in order to make it distinctive.

From slogan to the warning letter The corporate language is reflected not just in slogans, advertisements and brochures. It shapes as well - and that is often overlooked - everyday responses to offer letter or letters of complaint. Here's the common thread of corporate language often breaks off abruptly: The company presents itself afloat getexteten slogans sent simultaneously wooden formulated customer letters. The result: The customer perceives this break in communication and is confused. Why speak one and the same company suddenly different languages? The company is no longer gig as a unified whole, the credibility suffers. "Gute Werbetexte sind so rar wie Schneeleoparden in freier Wildbahn. Doch, Doris Doppler hat einen ganzen Zoo voll mit guten Texten. Geschrieben mit Herz und Verstand, artgerecht fĂźr uns Leser." Michael Radner, Markenstratege, Innsbruck

This can help a sophisticated corporate language. It ensures communication characteristic that makes a convincing and distinctive companies. But caution: The language is something very individual. Every employee speaks differently and writes differently. Therefore, the corporate language is not a corset, but a mission statement. Getting Started as corporate wording How to develop now a corporate language? This helps to distinguish between compulsory and freestyle. The obligation is it to write clearly and simply. For such texts, the reader understands more quickly and saves them better. Nothing annoys customers more than incomprehensible technical language and cumbersome bureaucratic German. And this applies to all documents, leave the company - from manual to the reminder letter.

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Use verbs instead of nouns. This makes the text more lively. So instead, we will perform the delivery on time. Better: We deliver on time.

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Rules for good writing Use verbs instead of nouns. This makes the text more lively. So instead, we will perform the delivery on time. Better: We deliver on time. Write in the active form and avoid the passive voice. This affects sympathetic and confident. Instead of: The delivery was on 25 May causes. Better: We have 25 Delivered in May. Replace words by the German expression. This makes the text more understandable and creates images in the mind of the reader. List Price: principle. Better principle. Use short words. This makes the text easier to read. List Price: shipping process. Better delivery. Write and bring vivid examples. So the text is clear and appealing. Instead: The deposition behavior in the pipes is improving. Better: There is less calcium from stores in the pipes. Develop a style of language After the duty is the cure. We develop a style of language that reflects the essence of the company and appeals to the emotions and experiences of the target groups. The question is: How can we translate the brand and the company's philosophy in language? How do we make the linguistic chord with our customers? If we apply an emotive one or sober style of speech? A hotel is more suited to an emotional and sensory decide emphasized style that moves the reader to make a booking. The website will be texted warm and vivid, as well as emailings and booking confirmations. A technical office, however, will choose a more rational and emphasized solution-oriented language. It uses clear words that are clear and descriptive power. This is about information and benefits. Love Words and No-Words A practical tool for the implementation of the suggested language area is a list of "Love Words". These are words that represent the company or the brand appropriately and therefore are used repeatedly in communication. These words reinforce a logo similar to the brand, they pay on the core brand or corporate strategy. An example: A manufacturer of mineral water would embody values such â&#x20AC;&#x2039;â&#x20AC;&#x2039; as purity and originality. So he picks up the corresponding words in his love-words list as "natural," "precious," "pure," "fresh," "pure," "real," "strong" and "invigorating". These words, he is always a target, in promotional items as well as in sales letters and other sales documents.

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Conversely, you can create a list of words that you do not want to use so-called "no-words". For example, because these names do not correspond to your image or convey false content. Example: A company that deals with the recovery of water will, his method is no longer described as a technology. It sounds too technical and does not meet the core brand. Instead, only the word process is used on the website as well as in responding to customer inquiries. A guide to the language All of these company-specific knowledge as corporate wording to be developed and taught in workshops. In addition, they are held in a language guide, supplemented by examples of formulations and texts for the daily correspondence. The result is a guide that the staff like a design manual are clear rules on the hand. So that they can use the corporate language correctly and make the language unique appearance. The distinction to be successful then the competition at this level.

P X

A final tip: Make sure some how your business is adopted. Use in your letters is still a stiff "Sincerely"? Or dare already to an individual greeting, such as solar systems manufacturer that his letters concludes with "sunny greetings"? Play a little with the language. It provides for the subtle differences that remembers the customer.

ÂťLOVE WORDS & NO-WORDSÂŤ

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PRO

This is a question many executives in companies when it comes to their releases. Whether annual reports, product descriptions, catalogs, flyers, brochures or image - is in digital times, fast-lived and mobile media, the trend in corporate communications clearly away from traditional print products and online solutions to modern. Must be the question of "either-or" then-all answer yet?

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WEB be easily and flexibly on the Internet • be prepared interactive and multimedia • PRINT be updated quickly and regularly • quickly and directly reach the user • Provide targeted content • reach a wide audience • often be purchased cheaply •

• leave a lasting impression (by visual and tactile design) • make a decelerated reading and recording possible • can be read repeatedly

• content-intensive transport • strengthen customer loyalty

MEANS = CROSSMEDIA Denotes the cross-media communications across multiple content, design and editorial linked channels, which leads the user focused on the various media and refers to a return channel.

Are you Interessted in “CROSSMEDIA”? Go to Page 52/53

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Intermediality —

It makes sense to link and expand

The mediation of enterprise messages about the canals on-line and mobile wins in the enterprise communication in meaning. Print media in the form of printed magazines and magazines for different Stakeholder-groups (customer, business partner, shareholder, members or also employees) remains probably the central tool in the enterprise communication. For the rise of the effect of the communication all together all used instruments should be optimally interlocked with each other (cross-media effect). Therefore every efficiency control of Corporate must also consider media the whole enterprise communication! It is not any more about an isolated consideration, but about the measurement of gattungsüber-reaching gross reach for the instruments in the Corporate media.

Examples of B2E applications include: • Online insurance policy management • Corporate announcement dissemination • Online supply requests • Special employee offers • Employee benefits reporting • 401(k) Management

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FEEDBACK The possibility is given to the employee to lead a dialogue-like exchange with the company.

CONTENT

LINKING For example, with the help of QR codes or web addresses

APP There is the possibility with the help of Smart phon-applications to extend the reach of the employee's magazine.

CONTENT

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7 comments on the relation between digital and printed media ❶

print was yesterday

❷

content

❸

on the wireless

❹

online

Web 2.0 and cross-media are today, he writes down the country. A steep thesis. The truth is that digital media can convey information in real time are unbeatable, if a maximum speed of information dissemination is the nuts and bolts. Printed media, however, are unbeatable when it comes to classified information in context to give them light, depth and meaning to differentiate and analyze. Depending on the medium is different reading habits: Digital media promote a culture of quick, superficial reading, to seduce zapping between options. Printed media is optional and not mono apps.

that have been developed for printed media, can be not be played 1:1 in online media. Each sales form requires a specific manner, must be processed in the content.

trade show in Barcelona in 2010 said Google CEO Eric Schmidt finished the PC era and announced at the same time for the start of the era of mobile computing. “In three years - if not sooner - to sell more smartphones in the world than personal computers. The speed with which people accept the mobile Internet is eight times faster than the stationary Web, “he said. If in future more and more information “to go” will be produced, it has inevitably taken every piece of information more difficult to be because the attention of the people are not assets grows - is due to the forebrain bottleneck. More and more of the mutated human in the information loop at a port to a hub. His touch on the phone button decide on the flow of information.

media are high-speed media. The companies, which she uses to publish content, is subject to updating and linking constraint. Can not keep the pace, it is not able to update content continuously, it ends up in the digital nirvana. See the U.S. film “Speed”, which indicates that there may be a matter of life and death, if you are too slow: A cop (Keanu Reeves) rescues the passengers on a moving bus, which exploded a bomb as soon as the speed of the bus Below 50 mph.

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a printed magazine

❺

the more dynamic

❻

one of the greatest

❼

is always one hundred percent functional. Content that have been developed for printed media, can be not be played 1:1 in online media. Each sales form requires a specific manner, must be processed in the content. You have to boot up, it does not, and it never crashes. It is working in dead spots in the Gobi Desert and the Antarctic. It can withstand a fall from a balcony without a scratch. To read it costs, no electricity (most of the bed lamp). Once paid, you can read it as long as you like. It is patient and even after two months, without limitation as to the reader. You can wear it anywhere. To touch, can have a calming effect, because paper is organic. It is an unobtrusive medium, soft as the wind. No ringtones by themselves, and you also can not talk to him. Yet it sometimes happens that it is contrary to the reader.

the inflation Information in the Digital World developed (the estimated amount of available information is increasing annually by 30 per cent), the more important - compensatory-out - are all part of life. A company that wants to express, on what basis a particular corporate power rests, which values the company stands for and that these values for years, perhaps generations are valid, must resort to those media that are available for durability, value and preciousness: printed media.

promise at the beginning of the digital age was the paperless office. As it turns out is: one of the largest Errors of all time.

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SET YOUR GOALS —

How to plan your own employee magazine

taff-magazines have an important role in the internal corporate communications. They promote the culture of knowledge as well as the corporate culture to create and support the identification of internal openness and transparency. But as a staff magazine is structured? And what content belongs in a newspaper house? The contents of a staff magazine depend on its objectives. Before you come up with so full of vigor original headings, you should perform the objectives of the booklet are a reminder. You may call a working group with representatives from different departments and hierarchical levels in life and ask them about their wishes and expectations to the hilt. Are the objectives of the magazine defined and approved by the Board, it will be to define the possible content. Here too it is worth sharing with other employees and you certainly brings in a surprising and new ideas. Among the usual contents of an in-house magazine: • Personnel: Information on staff changes, presentation and farewell to staff, infor mation about anniversaries • News and information from the Executive Products and services: news, changes and information on individual products and / or services • Internal Events: invitation and reporting • External Events: invitation and reporting • Technical articles from various departments • Presentation of individual employees and / or departments • Entertainment: Humor and Contests • Reader side: ideas, letters and suggestions from employees Who delivers the messages? What's useful in the design of the issue is, is the editors continue: the exchange with colleagues from different departments. Make an editorial team of four to six people. At the editorial meeting to meet all members of the team and gather the content for the next edition. Together they discussed who worked out the articles or in his department are in order. After all, a staff magazine will be launched not only for employees but worked out ideally, also together with them. As the editorial skills of the writers usually vary greatly, ideally, all the articles from an internal or external professional writing to be edited and revised. By this step the comprehensibility, readability and logical structuring of the texts is guaranteed. This is even less experienced writers encouraged to grab for the magazine in the keys.

Are you Interessted in “Design”? Go to Page 52/53

If the content of the magazine, a further step in the production phase starts: the design implementation of this issue. More about this topic in communications Tip "to know the design of printed products."

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The choice of the right components and the weighting of the journalistic presentation forms account for a good preparation.

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ID is the key. â&#x20AC;&#x201D;

Employee magazines are becoming the core module of the internal communication.

o this end a baseline survey conducted by TNS Emnid comes on behalf of the Forum Corporate Publishing.

Germany's Communications Manager doubt no longer: 93 percent of them consider a professionally produced staff magazine as the primary means of business communication. This is a result of the study "Internal Communication", which has conducted the market research institute TNS Emnid on behalf of the Forum Corporate Publishing. Surveyed 140 decision-makers for internal communication to employees of the 500 magazines have been submitted to the competition BCP. Printed information, such a conclusion will be in the employee communication just play in the sense of change and knowledge management a key role in the future. Employee magazines are evidence of the appreciation of the company to its employees. Focus on individual motivation and cause that is external to the customer perceived brand quality and internally by the employees lived with conviction. More external service providers are charged The Emnid study confirms the magazine a great support staff in restructuring and strategic realignment. The more professional the medium is implemented, the more it shapes the internal corporate culture and promotes their development. Top target of internal communications for 99 percent of decision makers is a better identification of employees with the company. In second place ranking in-house openness and transparency, followed by employee motivation and communication of corporate strategies. The study reveals a trend towards further training of staff media. 36 percent of the surveyed companies employ their own internal communications manager, at 35 percent of companies are the leaders and public relations for the responsible in-house communication. Differing goals The targets show, however, nuances, which depend on the professional backgrounds of those responsible. As a specialist in internal communication is obvious, namely that change management processes are a primary objective, the marketers of less importance. This is rather labor-related priorities in communicating information. Knowledge management on the other hand holds the PR director for a not exactly the pinnacle of the internal communication. So if you want to run everything in potential, its staff magazine, is well advised to also bring the external service provider with a look outside the box included.

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Make a commitment Under commitment refers to the feeling of belonging and connectedness of employees to their company. This includes emotional attachment, that is, identification with the company, and the self-imposed obligation on the employer to perform at their best.

Normative level

ď &#x2122; Affective level Rational level

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define material â&#x20AC;&#x201D;

High gloss or natural?

he paper selection is one of the most critical and important component in developing an employee magazine. The wide variety of different paper types and degrees of whiteness have the opportunity to make products such as corporate publishing customer magazine or annual report in print individually. The designers always pay attention to the fact that the color of the paper does not change the image properties of the photographs unless this is desired and unetrstĂźtzt the company's image. The Agency has the task to advise the appropriate executed based paper weight, feel, and surface structure of the paper for the best results in print. Depending on the publication type - whether customer magazine, annual report or magazine staff - can be combined with different types of paper. Often chosen for the cover of a thicker and thinner paper for the inside pages of paper. With fixed fonts or special publications, for example, it is customary to print on a high-quality paper, since the publication will be published on a special occasion. Also, the mix of, for example, natural and glossy papers possible.

The paper selection, but you can also determine the company's position or influence the company's image by using recycled paper, for example, the so-called Green Publishing. Especially with utilities such as water plants, or energy companies, this may mean a decisive role in the company's philosophy. Refinement. To make the corporate publications such as customer magazine or annual report particularly high, there is the possibility of the printed products to refine the use of specialized coatings. In this example, you can print on fields with a perfumed ink or it will be special Perlmutlacke used. Another way to improve the corporate publishing products, such as customer magazine, annual report or are commemorative and special printing techniques. Thus, for example, the company logo will be imprinted in the customer magazine. All methods of finishing a print shop will help the product to be of high quality and appear to be particularly high. Highly recommended, this is at a commemorative or special publication.

Tipp

For more information about Green Publishing folow the QR-code.

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Select a format â&#x20AC;&#x201D;

Elements, building, structure.

ne characteristic is in accordance with traditional features in the staff magazine is not possible to establish what the numerous manifestations. What is striking is the strong formal character, since the texts published before a verifier to be submitted. The staff magazine is first to briefly describe the basis of formal aspects. Regarding the format, so there is no einhaltliche design line that applies to all employees printed journals. They are often used between the A4 magazine size DIN A4 or slightly larger + and various newspaper formats, such as the "Berliner format" or the "Rhenish" format. Crucial for the format is primarily the circulation. This varies and depends on the size of the company and the employees depend. The shapes on the right illustrate the rich offer of formal design in terms of layout and page number. The choice of format is often made â&#x20AC;&#x2039;â&#x20AC;&#x2039;by financial factors, however, it is important to remember that just leaves the format of a first lasting impression. History The newspaper format to describe the size of the specified width and height in a non-open newspaper. In Germany, the size of today's popular formats in 1973 by the DIN 16 604 has been set. The standard should "facilitate cooperation between the advertising industry and the newspaper publishers and printers when delivering ads and lead to a uniform language for the dimensions." In the 1970s there were about 60 different newspaper formats

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❶

❷

❹

❶ ❷ ❸ ❹ ❺ ❻

❺

Look & Feel

❸

❻

↙

Nordisches Format (400 × 570) Rheinisches Format (350 × 520) Berliner Format (315 × 470) DIN A4 Plus Format DIN A4 Format (210 × 297) DIN A4 Format + Format change (Supplement)

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Does it make sense to develop a Ipadversion of the magazine?

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Select a format —

Supplement / Format change

regular in rhythm appears, thematically specific, usually illustrated supplement to one (or several) newspaper (s) or magazine (s). It is therefore an object press, which has its own title and a self-presentation and is distributed as a supplement to newspapers and magazines. This theme-illustrated leaflets are complementary to the editorial content of the disk objects, and they provide the reader with additional editorial issues that either do not or are not treated in such detail. Supplements can be obtained either by the readers in retail sales or by subscription. They are sold exclusively through its support objects and are free for the recipients of the disk objects (dailies, weeklies, magazines, journals) therefore. For the recipients, they are part of the respective carrier track for which the sales price is paid, and thus no free supplement. Volume objects are mostly newspapers, magazines less often. Normally, the editors and the production of a supplement to operate completely independently from the carrier objects. The relationship between supplement and support object vary from case to case: in some cases, supplement and support come from the same object and the publisher only supplement a carrier such as object to be resolved the "TV Magazine" of the "star". Or the youth magazine "now" of the "Sueddeutsche Zeitung". In general, however, the supplement of the cases settled various objects support independent publishers (syndikatives Supplement) is. One of the main reasons for the attractiveness of supplements for the support objects, especially for newspapers lies in their high print quality and color options have their papers often do not support. Supplements are treated despite the use of features of consumer magazines and their various support items in the media planning as such. You are not in the media planning considered a separate genus, as the carrier objects, content, and thus the target groups are too different. The newspaper supplements offer advertisers the option of the reader next to the newspaper ad and illustrated with colorful advertisements to appeal. The trade journal supplements, an additional display is available, with the specific target groups within particular sectors and occupational groups can be achieved.

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Format: Magazin: DIN A4 Supplemnt: DIN A5

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Select a format —

Supplement / inserted

Generally, three types of supplements can be distinguished: ❶

❷

❸

Supplement program: They represent the most expansive group among the supplements and are in strong competition with the program guides. Program supplements reach about a third of the adult population in the Federal Republic. Entertaining or opinion-Supplements: They have many common objects with their carrier's refined audience of opinion leaders. Journals Supplements: They are the industry-wide information delivery and are often in competition with distinct journals similar cross-issue.

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Format: Magazin: DIN A4 Plus Supplemnt: DIN A4

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CREATE APPEALING COVER-ARTWORK â&#x20AC;&#x201D;

Supplement / inserted

A tense smiling ensemble of dress-makers on the cover: Still common in times of change

nappropriate than ever. Cover, which are symbolic of the changes, easy to understand graphics, stunning images in high quality - layout and images of an employee newspaper can give the more memorable than a change no matter how sophisticated text and content concept.

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The perception of design â&#x20AC;&#x201D;

Elements, building, structure.

ttention is the focusing of a sense (in this case the vision) to a certain sensation. The image part, to the attention of the viewer is drawn is perceived much sharper and more brilliant than the rest of the visual field. This is on the processing by the brain as well as the structure of the eye. The attention must be allocated so. The man concentrates his attention to a potentially interesting picture elements. Presentations with features that are rare in the real world or not occur, grab the attention of the viewer (such as flashy, unnatural colors). Another aspect is the shift of attention to image parts that are very different from most others. This difference can be expressed in different ways. Of these aspects, the shift of attention from emotional reasons differ significantly. This turns the viewer into images, which he has an emotional relationship. This is most commonly used for images of people or faces.

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❹ ❶

❻

❷

❸ ❽

❼

❹ ❺ ❾

❶ ❷ ❸ ❹ ❺ ❻ ❼ ❽

Opening image Headline Subheadline Copytext (Cover Story) Image (Detail) Image (Portrait) Short Interview + Headline Infobox (According to the topic)

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Inside Tools

Strong character imagery —

Less foreground, more background

estimonials are popular, but at least in advertising is their impact controversial. Too often, strategists have set in the past on the wrong person. Even in corporate publishing, the demand for celebrities - provided they have something to say. Testemonies know what they're talking about. They are opinion leaders and experts. Their use provides not only new external know-how, which expands the horizons of the reader, it also increases the newsworthiness of a journalistic news. Celebrities - but also professionals such as cultural historians, sociologists and educators - to use a company if the person received brand and a credible link. This raises the profile of CP-publication. The company behind the publication is as honest, transparent and trustworthy.

heads heads heads or facts facts facts ?

Messages are perceived as useful and relevant. If we see in ads or Franz Beckenbauer Veronica Ferres in the use of a telephone, then we learn that both can make calls. But where is the expertise? The examples here are from advertising - where different rules apply than in corporate publishing. In advertising, it is sufficient if a celebrity profile shows a similar effect as the brand or the company. In the corporate publishing the star of this effect profile is also demonstrated by concretely manifested on a particular topic. Prominent generate attention. But they also carry credibility? First: We're talking about celebrities who have achieved their outstanding merits its reputation. They transfer their positive aura to the brand-name merchandise and act as social landmarks of exemplary character. They sell their vision function and stimulate imitation tendencies of their followers. Thus even every celebrity brings a dowry with his fan base in the same ad-marriage. It also expects an additional celebrity entertainment value, which increases the interest still. But we trust to a bank social skills because they can express themselves in the customer magazine celebrities on social issues? The bank will use this opportunity, so far inferior brand values and brand issues more visible and to show that also includes aspects such as age, security and politics to the primal themes of the bank and not just issues in the field of financial services products. With eye-catching contemporaries who had something to say, for example, showed the Dresdner Bank dwm in their magazine, how attentive she perceived social trends and developments: Jutta Limbach, President of the Goethe Institute, said smart things about serenity in old age, Frank Lehmann , frontman for TV financial news has been interviewed on the subject of security in old age, actress Iris Berben to their personal plans. For example, linked the most private thoughts on celebrities and opinion leaders automatically with the brand values and expertise of the bank.

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Willem Dafoe by Terry Richardson Summer 2012

»The view of a reader will always depend first on a human face —

whether prominent or not.« HOW TO CP.

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But experts are not proven at least as credible? Consider the example of a customer magazine for computer games. Game magazines are not exactly a hotbed of scientific papers. Deliberately opened the game manufacturer Electronic Arts EA with his medium? The magazine, therefore, a forum of opinion leaders and values â&#x20AC;&#x2039;â&#x20AC;&#x2039;so busy that we do not ascribe a game producer automatically. The magazine shows, which play important games now in our culture. Testimonials about the future of opinion leaders and experts like Klaus Theweleit or Peter Wippermann gets you so intelligent discourse with social substance into the magazine - and writes past the target group? On the contrary: The target audience is not just the gaming scene. It is exactly the opinion of culture, society and politics and that they are even integrated directly into the medium. And with success: attention to EA was significantly increased, the subjects were taken even from the classical arts pages. With a simple gesture - the use of foreign experts and opinion leaders scene - the company has done a tremendous amount of credibility. Testimonials work in corporate publishing, unlike in the advertising? In the corporate publishing are no campaigns and note made of individuals, here come the people as informants. Normally readers think but in rigid schemes: Advertising is a lie, editing is truth. The statement "which is here in the newspaper, but I've read" is seen as proof of the veracity of what was read. On the other hand, today's consumer response behavior over very traditional advertising messages. It has already want to sell him too much, he has seen too many disappointments with products and brands. This sharp dividing line between advertising / PR and editorial staff is beginning to dissolve slowly. A huge opportunity for companies, as the editor of media and with brand distant subjects and discourses to support their own credibility and to gain new confidence towards the company. "Heads, heads, heads," rather than "facts, facts, facts"? One must not forget that people like people. The presentation of issues with real people, the "human touch" in journalistic texts, it should not be underestimated. This is confirmed by eye movement studies from magazine pages: The view of a reader will always depend first on a human face - whether prominent or not.

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#hashtag

ften costs are for a professional shoot completely misjudged. The fact is that for a fresh, good magazine photography is a fraction of this Effort is needed, his idea of the â&#x20AC;&#x2039;â&#x20AC;&#x2039; cost so much to high. Nevertheless - or why? - Ekes out the photography business magazines often a step-motherly being. To scroll one by one by the other and sees no character portraits. Uninspired abgeknipste Area, no middle, no foreground and background. In short, a little self-contained, so tired of photography, that the sight a woodchip wallpaper to behave like a Quentin Tarantino film to Comedy on RTL2. Allegedly, more than 50 percent of the human sensory A visual art meaningful imagery, would be the half Rent. All customer magazines would like to look unique. And every customer magazine - whether out of fashion, insurance or Pharmaceutical industry - has the opportunity to build a strong character imagery to develop. And yet is still most comfortable with images of the Layouted rod. Where does the attraction of the meaningless Photos, which every reader already angegĂ¤hnt x time and possibly with ensure that the postman has to carry a magazine assures him work and food, but also as a filling material fit for the recycling box? Yes, the cost PR images are indeed so irresistibly cheap. And yes, the convenience - coupled with a strange belief in character education through persistence on Always the like. Stock photographs are finally nice and light procured, and which so often have found use, can be as bad not be, right? One of the most impressive careers in the print industry currently defines "time" out. You can chew it long, as the Time-publishing could succeed, for such an ambitious and unwieldy To excite a target product group, which now allows to print an edition of half a million. Without question it is to One reason is that in time, the sides apart individually folded and placed together - cover about half of the Red Square would not be a single language missratener rate is found (by invested thought not to speak). On the other hand it is to the quality of photography. Take as evidence the photos, which is about be made for the travel literature and special supplements is high-end visual language that the reader's attention immediately binds to and leaves its mark on him. One of them is sustained taken - not much different than the taxi driver, just the Cameron Diaz has winked. Is it comfortable, images of a quality photograph can be Well, if you look familiar scene in the photo is a bit Organizational work already required, but not more. Is it expensive? It is not necessarily expensive. And certainly not when the interest rates with taken into account - the interest that once the company goes, once the Image in the reader's mind is anchored where it linked with the name to today's report will be connected.

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Oten costs are for a professional shoot

completely misjudged

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Applied CP-Tools

case studies â&#x20AC;&#x201D;

Look closely

n the chapter Applied CP Tools / Case studies, we now explore the analysis of employee magazines. We have four magazines nominated from four different industries sought out. The magazine "One" by Unicredit, "Xnews" of the chemicals group Lanxess, the "Opel-mail" from the automotive group Opel, and "update" from Vodafone. These four magazines have one thing in common: They were all nominated for the FOX Award 2012 and won all.

FOX AWARDS by CPWISSEN CPWISSEN accompanied the rapid growth of media in print, audio, video and online since 2005 with daily updated information first hand from the top echelons of corporate communications, and of their main service providers - leading publishers and agencies. This site reaches approximately 30,000 visits each month (March 2011) and is a leader in its market segment of the corporate media. For advertisers, the CPWISSEN users an attractive and qualified target audience: media managers and budget decision-makers in business and in service-providing agencies and publishers.

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ONE March, 2012

XPRESS 01, 2012

OPEL POST March/April, 2012 UPDATE February, 2012

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Applied CP-Tools

case studies —

First impression

OPEL / OPEL-POST

Release Date: March / April 2012 Periodicity: Six times a Year

LANXESS / XNEWS Release Date: January 2012 Periodicity: Quarterly Theme: Green Mobility Format: DIN A4 Target Group: B2M

Theme: Schlüssel zum Erfolg Format: DIN A3 folded Target Group: B2M Material: Newsprint Page number: 28 Feature: Regional section (Rüsselsheim) Intermedia quality: Facebook Site

Material: Uncoated paper Page number: 27 Feature: Special section (Heft im Heft) Settled Poster DIN A2 Intermedia quality: QR-Codes, Tablet-version

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VODAFONE / UPDATE

Release Date: February 2012 Periodicity: Quarterly

UNICREDIT / ONE Release Date: March 2012 Periodicity: Five times a Year Theme: Das Lächeln bleibt … Die Technik ändert sich.

Theme: Long term evolution Format: DIN A3 folded Target Group: B2M Material: Newsprint Page number: 15 Feature: Special section (Technology, Products and wwServices) Intermedia quality: Smartphone App

Format: DIN A4 plus Target Group: B2M Material: Uncoated paper Page number: 63 Feature: Sticker-supplement Intermedia quality: Social Media

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Applied CP-Tools

THE RIGHT Information —

Business driven information

❶

Are you Interessted in “CROSSMEDIA”? Go to Page 52/53

Vodafone "Update" Interview with the Chief Network Officer Arash Ashouriha

❷

Unicredit "ONE" Interview with the CEO Federico Ghizzoni

❸

Opel "Opel-Post" Interview with Wolfgang Schäfer-Klug, President of employee representatives

❹

Lanxess "Xnews" Interview with the CEO Axel C. Heitmann

Are you Interessted in “CROSSMEDIA”? Go to Page 52/53

❹

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❶

❷

❸

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Applied CP-Tools

CULTURE —

Transport values via CSR

❶

Lanxess "Xnews" Green Mobility in Fakten

❷

Vodafone "Update" Verantwortung

❸

❹

Unicredit "ONE" Environmental musical for children

Opel "Opel-Post" Zukunft braucht Herkunft

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❹

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❷

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Applied CP-Tools

TWO WAY communication —

The dialogue across the boundaries

of the printed magazine

❶

Opel "Opel-Post" Facebook Germany 170.000 likes

❷

Lanxess "Xnews" Ipad-and Smartphone-version

❸

❹

Unicredit "ONE" Social Network-Tools

Vodafone "Update" Smartphone Application

Are you Interessted in “CROSSMEDIA”? Go to Page 52/53

❹

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❶

❷

❸

74 75

Applied CP-Tools

TWO WAY communication —

The use of testimonials in practice

❶

❷

Opel "Opel-Post" Meet-&-Greet "Kollegen treffen" with soccer players of the VFL Bochum Unicredit "ONE" Sponsoring "We will fix it" with Luis Figo (including a sticker-supplement)

Supplement

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❷

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â?ś

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Applied CP-Tools

recognition and rewards —

Employees giving part.

❶

Lanxess "Xnews" "Wir bei Lanxess"

❷

Unicredit "ONE" "Fokus – Das sagen die Mitarebeiter"

❸

Opel "Opel-Post" "Rüsselsheim"

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❶

❸

❶

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Applied CP-Tools

Magazine + — Supplements

❶

Lanxess "Xnews" "Green Mobility" DIN A2 Poster

❷

Unicredit "ONE" "We will fix it" Fansticker

❸

Vodafone "Update" "Update extra" 4 pages (each page in DIN A3)

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References — Texts The right information (P.12-13) Das ABC des Corporate publishing V8-Verlag GmbH Köln, 2010

The right information (P.12-13) Das ABC des Corporate publishing V8-Verlag GmbH Köln, 2010

The right information (P.12-13) Das ABC des Corporate publishing V8-Verlag GmbH Köln, 2010 HOW TO CP.

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References — Photos The right information (P.12-13) Das ABC des Corporate publishing V8-Verlag GmbH Köln, 2010

The right information (P.12-13) Das ABC des Corporate publishing V8-Verlag GmbH Köln, 2010

The right information (P.12-13) Das ABC des Corporate publishing V8-Verlag GmbH Köln, 2010 HOW TO CP.

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