Quadriga quaterly #1

# 1, 2013

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Q UADR IGA UNIV ERSIT Y BER L IN - NE W SL E T T ER

Ladies and Gentlemen,

F EBRUARY 2013

Highlights

A strong partner - The European Association of Communication Directors page 3

The objective of Quadriga University Berlin is to train future executives in the field of communication. Virtually no other profession has grown as rapidly as communication management: demands are directly related to the requirements of an increasingly critical public and a globalised world. Today’s successful communication manager must demonstrate knowledge of not only the communication craft but also management and social and political competence. Furthermore, they must translate corporate strategy into communication measures in order to be ahead of – and to have influence over – change. The purpose of modern organisational communication consists of reconciling the interests of companies, associations or public authorities with their stakeholders’ interests, to moderate and encourage fruitful discussions, and to achieve cooperation.

We are proud to face those challenges by meeting the young generation’s educational needs with our international MBA programme, together with our scholarship partner the European Association of Communication Directors – both of which will be introduced in the following pages. Also in this newsletter you can get to know more about Quadriga University Berlin’s international network and events, including our conferences in Brussels (EU Public Affairs), Berlin (Social Media) and Prague (Reputation Management) in early Spring 2013.

Former Federal Foreign Minister Hans-Dietrich Genscher welcomes graduates at the annual reception page 5

Overview of international conferences page 7

I cordially invite you to learn more about the Quadriga University Berlin’s staff and students, as well as some special guests we have welcomed throughout the academic year.

Kind regards, Professor Peter Voß President

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Quadriga News International MBA Communication & Leadership

Facing the challenges of communication in a globalised world —— Demands on communication managers are extremely diverse and subject to constant change. Quadriga University‘s Communication & Leadership MBA is an economic degree programme with a specialisation in communication management. At its core are economics and management skills as well as organisation, control and strategy of communication and its measures in all fields of international communication management.

Quadriga University Berlin considers the exchange of academic research and practical approach to be crucial. All degree courses have been conceived by experienced specialists – renowned academics and well-known practitioners were consulted throughout the process and are committed to an exceedingly high-standard in terms of teaching.

Professors and lecturers 1

Prof. Dr. Michael Boenigk, Lucerne University of Applied Sci-

ences and Arts, Switzerland

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Prof. Dr. Susanne Femers, HTW

University of Applied Sciences Berlin, Germany

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Prof. Dr. Jens

Grundei, Quadriga University Berlin, Department Management 1

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and Economics, Germany

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Prof. Dr. Serra Görpe, Istanbul Uni-

versity, Faculty of Communication, Turkey

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Dr. James M. Hagen,

Hamline University, Department of Economics, Strategy, and Marketing, USA

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Prof. Dr. Matthias Hühn, American University of

Paris, France

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Prof. Dr. Karl Jurka, Dr. Karl Jurka Consultancy for

Politics and Marketing, University of Vienna, Austria 5

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Dr. Paul

Ketelaar, Radboud University Nijmegen, The Netherlands

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Prof.

Dr. Günter Lang, The German University in Cairo, Egypt

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Prof.

Dr. Kristina Sinemus, Quadriga University Berlin, Department Politics and Public Affairs, Germany

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Prof. Dr. Christopher Storck,

Quadriga University Berlin, Department Corporate Communications, Germany 9

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Prof. Ralph Tench, Leeds Metropolitan Universi-

ty, Faculty of Business and Law, United Kingdom

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A Truly International Experience

Campus sites in Berlin, Brussels, London, Istanbul —— In keeping with its mission to prepare communication managers for a globalised future, Quadriga University Berlin‘s Communication & Leadership MBA has a truly international perspective. The programme’s campus sites are located in four of the most dynamic, forward-looking cities in Europe, ensuring that our students receive a world-class education and gain access to networks in the field of international communication.

Berlin – Located at the heart of Europe, Berlin is the home of Quadriga University Berlin‘s main campus. Its growing importance as a business and political hub make it an ideal location for this MBA.

Brussels – Decisions that shape the direction of the European Union are taken in Brussels on a daily basis. Modern communication management is about managing multiple stakeholder relationships, and Brussels is the place to meet and engage with many of them.

London – A city layered with history, London is a modern world leader in media, communication and public relations, as well as business, finance and culture, making it an apt location for our programme.

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Istanbul - Uniquely situated where East meets West, not only is Istanbul on the threshold of two great cultures, it is a doorway to the modern globalised world and the ideal testing ground for developing business practices, ideas and communication that have a truly global relevance.

Quadriga Campus Supporting the MBA „Communication & Leadership“

Investing in the leaders of future decades —— The European Association of Communication Directors (EACD) was established to foster diversity, overcome cultural barriers and formulate communicative norms and expectations. Quadriga University Berlin is excited to have found a strong partner supporting particularly gifted students with the possibility of receiving the EACD Scholarship. Jan Hol, vice president communications at VU Medical Center, the Netherlands, has been an EACD board member since the association’s foundation and is responsible for relationships with educational institutions and related matters.

Countless changes have taken place within the communication landscape in recent years. What do you believe are the biggest challenges and opportunities in this field?

In a company you have to gain the board’s confidence, and usually, numbers create that confidence. Contrary to the finance or human resources departments, the communication division does not always have those hard numbers to hand. And ever since the development of the discipline of communication, particularly after the second world war, the concept of managing or controlling an audience does not apply. Furthermore, with the means of today’s communication, anybody can act as their own television station. These are the phenomena we have to live and deal with. Also, communicators must cope with the entire digitalisation of the practice: I myself consider this a healthy revolution and adore it. And yet, personal communication remains crucial! As a professional communicator you enter into the ultimate personal dialogue. Thus, especially in the corporate world, professional communicators hold a facilitating role to build the reputation of their company. Accountability is key. The main challenge in the field of communication is to apply a methodology on how to measure the value added for a company. Communication always has to prove that it is contributing to the wellbeing of the corporation.

Why does the EACD consider education in this field crucial?

Simply put: education is important. Education is about the young generation. The young generation will be the leaders of the next deca-

European Association of Communication Directors

Jan Hol, EACD board member

des. When you invest in their education now, especially in the field of communication, you make sure to invest in the next generation of leaders. The European Association of Communication Directors, as already implied by naming us a “European” association, bears the European thought and thus supports the European concept of an integrated communication education. The standards of communication education, if there are any at all, vary, thus the EACD is happy to support highly qualified students by, for example, inviting them to our events and granting them access to our network.

Why has the EACD chosen to support prospective Quadriga University Berlin students in particular?

Well, apart from the generational demands mentioned above, Quadriga University Berlin has a very good reputation in the field of communication education, combining communication, economics and management. I believe that Quadriga University Berlin provides the necessary education for the young generation, and at the same time embracing and embodying the European idea that the association supports.

What is your own educational and professional background in the field of communication?

I studied political sciences, mass communications and educational services, and started my career at the Dutch broadcasting company NCRV as a reporter, later becoming its director of new media. Further positions include director of internal communications at KLM Royal Dutch Airlines and executive vice president of communications at Océ N.V. in the Netherlands. As you can see, in all of these positions you cannot pin down my responsibilities to only marketing, or management, or media relations – it has always been about communication and its management.

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A strong scholarship partner —— Quadriga University Berlin offers a number of scholarships in cooperation with established, well-reputated partners such as BMW, the Federal German Industry Association (BDI), Infineon and the European Association of Communication Directors (EACD). They encapsulate the close-knit network which Quadriga has established with the professional world.

The Communication & Leadership MBA is supported by a scholarship provided by the European Association of Communication Directors (EACD).

The EACD is the leading network for in-house communication professionals from all fields across Europe.

With over 2,200 members in over 35 countries, the association meets the needs of communication professionals working internationally, and provides them with support in the face of exciting new challenges in the global arena.

Qualifications, motivation and personality are crucial factors.

Particularly gifted students have the possibility to receive a scholarship.

You can check your eligibility for receiving the EACD scholarship online: www.en.quadriga. eu/studium/mba-communication-and-leadership/en/ scholarship/check

Quadriga Campus Addressing New Management Functions

Communication strategy, strategic communication, or both?

—— Professor Dr. Christopher Storck is an expert in the field of strategy. He heads the corporate communication department at Quadriga University Berlin and is managing director at Hering Schuppener, where he heads the Reputation and Communication Management practice. For more than a decade, his team has been developing steering tools and implementing strategies for communication functions of multinational corporations. We asked him a few questions about the international MBA Communication & Leadership.

What is the idea behind the Communication & Leadership MBA? Quadriga University was founded to promote a leadership style that combines management with communication. Accordingly, our Communication & Leadership MBA provides knowledge and skills from both disciplines – communication and management. The programme integrates theoretical approaches and tools from economics and communication management, enabling managers to close the gap between these organisational orbits.

That is the mission of Quadriga University.

Why do you think an MBA programme in the field of communication is necessary?

In the career path or professional history of a senior executive or a board member you don’t necessarily learn how to establish a goal-oriented and good relationship with your stakeholders. It’s just not part of their educational curriculum. Professional communicators, on the other hand, have acquired those tools and knowledge. However, most of them lack the necessary management skills – and therefore the internal standing – to make proper use of their proficiency on a strategic level.

Speaking of communication and strategy, how do both affect management?

Strategy is the only way to cope with complexity. However, strategic management is impossible without communication. Even the best strategy will be useless, if stakeholders do not translate it into action. To achieve this, organisational leadership needs to win over

Professor Christopher Storck, Dept. Corporate Communications, Quadriga University Berlin

and empower associates – and even the willingness of external stakeholder groups to cooperate is the result of a successful communication in line with corporate strategy. This is why legitimacy and respect for communication departments results from contributions to accomplishing organisational goals which corporate leadership recognises and regards as necessary.

You have an interesting professtional background. How did you become involved in communication?

Looking back, I was very lucky to get an opportunity for starting a career in corporate communication. Until 1999, I was an assistant professor specialising in nation building and conflict management in Eastern Europe.

At that time, I did not have a clue what business was about. I had studied history, philosophy and Slavic languages, and headed the editorial team of a scientific journal. On paper, there was only one thing speaking in favour of me: the leadership experience I had gathered as an army captain serving as chief of communications of the GermanDutch Army Corps. Ralf Hering, one of the pioneers of public relations in Germany, took an interest in my qualifications and made me his personal assistant as chairman of GCI Europe. In this capacity, it was my task to build an international public relations network out of recently acquired local agencies from all over EMEA. Another two years later, I developed my own practice focusing on consulting services in reputation management, strategic positioning, stakeholder research and dialogue, competitive media intelligence, communication controlling and reputation risk management.

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Visit Quadriga University Berlin‘s Main Campus

Berlin Campus Day —— Quadriga University Berlin invites all prospective students to visit the main campus and to get to know our professors and study directors through our information sessions taking place on March 22, 2013, starting at 14:00 (CET). We encourage you to visit the campus should you have the opportunity to be in Berlin over that date, as you can experience our Berlin campus first-hand and get the chance to talk to teachers, students and mentors. You can find the registration form and the detailed schedule for both the online info session and the Berlin Campus Day online at: http://www.en.quadriga. eu/quadriga/aktuell?id=161

Quadriga University Berlin Campus

Quadriga Network Annual Reception

Former Federal Foreign Minister Hans-Dietrich Genscher celebrates graduating students at Quadriga University Berlin’s ceremony —— At Quadriga University‘s annual reception and graduation ceremony, former Federal Foreign Minister Hans-Dietrich Genscher honoured the University‘s graduates of 2012. Students of the MBAs in CommuHans-Dietrich Genscher amidst Quadriga University Berlin‘s gradudates nication & Leadership and Public Affairs & Leadership, as well as of the MA in Communication & Leadership, received certificates upon the successful completion of their studies. After a welcoming speech by Professor Peter Voß, president of Quadriga University Berlin, Hans-Dietrich Genscher shared his insights into the world of political communication where trust and reliability are fundamental for successful cooperation.

By taking the audience into the world of foreign affairs and outlining the challenges in political communication, he not only entertained the students and other guests but also inspired them with the rich variety of his experiences.

As part of the graduation ceremony, Dr. Christian Lawrence, chairman of Quadriga University Berlin‘s board of trustees, awarded the valedictorians Maria Mack (Communication & Leadership MBA) and Sergius Seebohm (Public Affairs & Leadership MBA). Later, Julius van de Laar granted an exclusive insight into the US presidential campaigns in 2008 and 2012, in which he participated as the only German in President Barack Obama‘s campaign team.

International Mentoring Programme

Learning from experienced professionals

Mentors include:

—— The international mentoring programme grants students the opportunity to enter into personal contact with leaders in business, politics and the media, and thus receive an important evaluation of their skills, new perspectives, professional advice and knowledge. The mentors provide insight into current professional debates and report on trends and requirements. In addition they give advice on specialist career options and proffer strategies on professional advancement. Being managers with considerable professional experience, the mentors act as valuable role models for their mentees. Beyond that, the mentoring programme is an entrance ticket into the professional world and lasts for the duration of the whole degree course of 18 months. Mentor and mentee meet up on a regular basis, according to individual arrangement.

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Katharina Auer, Global Head Employee Communications, Corporate Communicati2

ons, Zurich Insurance Company Ltd

Markus N. Beeko, Director Campaigns & Com-

munications/ Member of Global Communications Group, Amnesty International

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Driever, Corporate Vice President Communications, Infineon Technologies AG

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Dr.

Herbert Heitmann, Executive Vice President of External Communications, Royal Dutch Shell plc

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Jan Hol, Vice President Communications, VU Medical Center

Head of Global Communication, Daimler AG tions and Marketing, DigitalEurope cations, Akzo Nobel N.V.

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Banking Federation 12

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Jörg Howe,

Natalia Kurop, Director of Communica-

John McLaren, Director of Corporate Communi-

Atte Palomäki, Group Vice President Corporate Communi-

cations, Wärtsilä Corporation 11

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Florence Ranson, Head of Communications, European

Oliver Santen, Head of Global Press Department, Siemens AG

Elisabeth Schick, Senior Vice President Communications & Government Relations,

BASF Group

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Philipp Schindera, Senior Executive Vicepresident Corporate Commu-

nications, Deutsche Telekom AG & CSR, Deutsche Bank

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Thorsten Strauß, Global Head of Communications

Luca Virginio, Group Communication and External Relations

Director, Barilla G. e R. F.lli S.p.A.

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Quadriga Events Digital Communication

Symposium and awards —— For the second time, Quadriga University Berlin honoured outstanding and innovative projects and campaigns in the field of digital communication. 36 award categories cover all disciplines from social media and crisis communication to digital public affairs and explore the full range of the profession, providing a comprehensive look at exemplary best cases. The categories reflect the breadth of digital communication in which fields innovative strategic approaches and groundbreaking tools have been developed. The jury of 30 professional and academic communication experts from all over Europe reviewed projects in 36 categories from all fields of digital communication. After the presentation marathon during the day, nominees and members of the jury gathered at the funky Nhow Hotel for the glamorous award ceremony.

Happy Winners of the Communication Awards 2012

During the meetings of the various jury panels, Quadriga University Berlin also held the Digital Communication Symposium to foster the dialogue between science and practice. The goal was to bring together leading professionals dealing with online communication and discussing the latest topics in digital public relations.

This year’s Digital Communication Symposium and Awards will take place in September. Further informationen online at: www. digital-awards.eu

Award Ceremony

Digital Communication Symposium

International Conferences 2012

Crisis communication and employer branding —— Quadriga University Berlin, in cooperation with Communication Director magazine and the European Association of Communication Directors, proudly hosts several international conferences every year, covering the latest developments in the field of communication.

International Conference on Crisis Communication in Amsterdam Crisis is one of the most critical phases in a company’s life. Whether caused by internal or external factors, it puts the company into a delicate situation in which no stakeholder should be overlooked. Amongst the speakers at our 2012 conference were Anne Villemoes (Danish Crown), Rob Briggs (Royal Bank of Canada) and Pierre Goad (HSBC), who came together to discuss the burning issues in the current economic context.

Information about this year’s crisis communications conference online www.crisis-communication.net

Browsing the programme

International Conference on Employer Branding, Berlin Campus A strong brand can be the key to success in many ways. Proving your brand, however, to your own current and prospective employees is one of the cornerstones of a successful business strategy. Last year‘s edition of this conference was the first of its kind, involving leading professionals from all over Europe including Mattias Radström (Electrolux), Naiara Martinez (Philips) and Annemarie Malchow-Knudsen (Maersk Line) on the discussion panel. Information about the 2013 conference can be found at www.employerbrandingconference.eu Pierre Gildemyn, CERN

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Quadriga Events Communication, Crisis, and Campaigning

International Conferences 2013 —— Quadriga University Berlin is looking forward to an exciting year 2013 full of conferences, summits and awards. Highly topical issues will be discussed, the latest developments in the field of communication will be debated, and the best players in the field will be awarded.

February 14/15, 2013 in Brussels, Belgium

EU Public Affairs

—— After the success of the 2012 conference How Brussels Works, Quadriga University Berlin and European Agenda magazine once again team up. On this year’s agenda: EU public affairs. More than 100 EU public affairs specialists from all over Europe will gather to network and to discuss the latest trends in lobbying. Heads of governmental affairs from Airbus, Kellogg, McDonalds and Vodafone as well as representatives from the European Parliament will showcase insights on how to create a network, bringing national and European strategies in line and many more.

Speakers include Richard Corbett (European Council), Marta Baffigo (Kellog), David Coleman (McDonalds), Eirini Zafeiratou (Vodafone) and others.

More information and latest news online: www.eu-publicaffairs.eu

David Coleman

Eirini Zafeiratou

Richard Corbett

Marta Baffigo

April 11/12, 2013 in Berlin, Germany

Social Media Loredana Grimaldi

Simon Nicholson

Vivian Pein

Mattias Radström

—— The sixth edition of our social media conference goes back to the basics.

In the beginning was the word, and this is what matters most in social media: words. It seems easy to update your Twitter account but the internet never forgets. What you say might turn against your brand and cause dissatisfaction among your customers. To reach your target group, content needs to be published via appropriate channels. Three aspects -content, channels, controlling– will be explored during this year’s international social media conference.

Speakers will include Loredana Grimaldi (Telecom Italia), Simon Nicholson (Honda Motor Europe), Vivian Pein (Hermes Logistics Groups), and Mattias Radström (Electrolux).

More info online: www.social-media-conference.eu

May 2/3, 2013 in Prague, Czech Republic

Reputation Management

—— Reputation: easy to achieve and difficult to maintain. Reputation takes on a whole new meaning: it becomes a means to success rather than an end.

The second conference on reputation management invites you to join us in Prague to discuss about tactics, crisis, and handy tools. The first module will be dedicated to typical threats as well as managing reputation to achieve economic success. The crisis-reputation nexus will be explored in the second module with a special focus on crisis recovery and whistle-blowing in big corporations.

The third module revolves around optimising relations with stakeholders with corporate social responsibility, CSV and supply chain management policies at its core. Speakers include Sofia Hitzbleck (Kempinski), Josje van der Meer (Roche), Professor Alastair Mullis (University of East Anglia), and Carsten Wegmann (Reputation Institute).

Further information online at: www.reputation-conference.eu

Sofia Hitzbleck

Alastair Mullis

Josje van der Meer

Carsten Wegmann

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Quadriga Contact Contact us for further information about Quadriga University Berlin, or if you have questions or want to sign up for our conferences.

President Prof. Peter VoĂ&#x; peter.voss@quadriga.eu

Vice President RenĂŠ Seidenglanz rene.seidenglanz@quadriga.eu

Head of Communication Tijen Onaran tijen.onaran@quadriga.eu

International Studies Advisor Viktoria Loch viktoria.loch@quadriga.eu

DEPARTMENTS Corporate Communications

Politics & Public Affairs

Management & Economics

Prof. Dr. Christopher Storck christopher.storck@quadriga.eu

Prof. Dr. Ralf Lindner ralf.lindner@quadriga.eu

Prof. Dr. Jens Grundei jens.grundei@quadriga.eu

Prof. Dr. Thorsten Hofmann thorsten.hofmann@quadriga.eu

Prof. Dr. Kristina Sinemus kristina.sinemus@quadriga.eu

Prof. Dr. Henning Herzog henning.herzog@quadriga.eu

District Court of Charlottenburg Trade Register No. HRB 77769 B

Disclaimer: The content of our newsletter has been compiled with meticulous care and to the best of our knowledge.

However, we cannot assume any liability for the upto-dateness, completeness or accuracy of any of the content and links provided.

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Managing Director: Torben Werner Content: Susan Denning

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