Orientation to the Profession Project report

SCHOLZ & FRIENDS

Gro p !e"#ers$ Emiel van den Brink Rimma Velikanova Anna Mazur Luca Buchholz

C%ass$ ICV1E, Group 5 Date$ 21 h o! "anuar# 2$1%

&a#%e of contents

In roduc ion&&&&&&&&&&&&&&&&&&&&&&&&&& 'ec ion 1&&&&&&&&&&&&&&&&&&&&&&&&&&&( 'ec ion 2 &&&&&&&&&&&&&&&&&&&&&&&&&&) 'ec ion % &&&&&&&&&&&&&&&&&&&&&&&&&& Conclu*ion&&&&&&&&&&&&&&&&&&&&&&&&&)) Appendi+ A,&&&&&&&&&&&&&&&&&&&&&&&&)) Li* o! re!erence*&&&&&&&&&&&&&&&&&&&&&&))

5 1$ 1% 1( -2

Intro' ction

Accordin. o he In erna ional Communica ion and Media * ud# pro.ram a he /anze 0niver*i #, all * uden * are re1uired o ela2ora e *peci!ic kno3led.e !or he 4o* er pre*en a ion 5ICV464R"1A7) A* !ir* #ear* * uden * 3e had o anal#ze communica ion pro!e**ion* 3i hin a cer ain compan# 2# !ocu*in. on heir role*, produc * and8or *ervice* ha are produced) A* a !inal produc 3e had o prepare a po* er pre*en a ion ha ha* he aim o in!orm o her IC mem2er* a2ou heir po**i2le !u ure career*) 9e have made he main a*k and 2roaden our kno3led.e in he !ollo3in. opic*) :he repor con ain* he e+plana ion o! he *#* ema ic * ep* ha 3ere aken durin. he 2lock)

Section one$ Profi%e Or(anisation

&)pe of or(anisation$

'cholz;<riend* 2elon.* o he Mul ina ional en erpri*e*, 3hich mean* ha he# opera e in more han one coun r# and ha he# *ell heir produc * in erna ionall#) Mul ina ional companie* pla# an impor an role 3i hin Glo2ali*a ion 59ikipedia, 2$1%7) 'cholz;<riend* 2elon.* o a =mul ina ional decen ralized corpora ion 3i h * ron. home coun r# pre*ence> 5Murcko, n)d)7, 2ecau*e he# o!!er heir *ervice* in erna ionall# and have depar men * in di!!eren coun rie*, 2u * ill heir head1uar er* are in German# and he di!!eren depar men * are coordina ed !rom here) :he compan# ha* around ?$$ emplo#ee* acro** Europe and he# have *u2*idiarie* in all ma@or European coun rie* 5'cholz;<riend*, 2$127) Accordin. o La# on 52$1%7 'cholz;<riend* alread# made *everal in erna ional campai.n*, he# produced, !or e+ample, a marke in. campai.n !or ABpelC ha 3a* aired in %2 di!!eren coun rie*)

!oti*ation for choice of Or(anisation$

<ir* o! all, 3e 3ere ri.h !rom he 2e.innin. per*onall# in ere* ed in he opic* A'cholz ; !riend*C deal* 3i h, *uch a* crea in. commercial* and e*peciall# he communica ion !ield* o! Marke in. and 4u2lic Rela ion*) <ur hermore, he choice !or he or.ani*a ion can 2e e+plained due o he !ac ha he# cover *everal communica ion pro!e**ion* 2ecau*e he# have man# di!!eren depar men *) 4er*onall#, 3e are e+ remel# in ere* ed in 3orkin. in erna ionall# in he !u ure and here!ore 3e 3an ed o choo*e an or.ani*a ion 3hich doe* ha a* 3ell) Accordin. o 'cholz ; !riend* he# have, a* par o! he 944 .roup, more han 2$$ clien * in erna ionall#, o!!ice* in all ma@or European marke * and he# provide .lo2al *ervice* !or .lo2al 2rand*) 'cholz ; !riend* 2elon.* !or more han en #ear* o he mo* a3arded a.encie* in German#, 3hich made u* even more curiou* 3ha make* hem *o *ucce**!ul and 3ha produc * he# o!!er in par icular)

Profi%e of the or(anisation$

'cholz;<riend* 3a* !ounded in German# in 16?1 3i h (? emplo#ee* and 3a* men ioned in he rade ma.azine A/orizon C a* an upcomin. and de!inin. a.enc# 5'cholz;<riend*, 2$127) :he compan# i* one o! he lar.e* a.enc# .roup* in German# and one o! he 2i..e* adver i*in. companie* in Europe) :he# o!!er *everal communica ion *ervice*, here!ore he# have man# di!!eren depar men *) Curren l#, he compan# ha* more han ?$$ emplo#ee* all acro** Europe) :he head1uar er* o! he compan# are loca ed in Berlin and /am2ur., German# and he# al*o have o!!ice* in man# European ci ie* 5'cholz;<riend*, 2$127) 'cholz;<riend* i* par o! he ACommarcoC, 3hich i* one o! he lar.e* provider* o! communica ion and marke in. *ervice*) Ma#r 52$127, * a e* ha he# are one o! he mo* a3arded a.encie* in German# and he# have 2een nomina ed a* one o! he mo* crea ive and *ucce**!ul a.encie* !rom German# a he adver i*in. !e* ival in Canne*)

A* i 3a* !ound ou durin. an in ervie3 3i h he /ead o! Corpora e Communica ion* o! 'cholz;<riend*, Marku* Ma#r 52$127, he mo* impor an value* o! he compan# are, crea ion, !riend*hip, and in erna ional a3arene**) <ur hermore, he o!!ical 3e2*i e o! 'cholz; <riend* * a e* ha he# appl# a * ra e.# ha com2ine* anal#*i* and crea ive hinkin. o.e her 3i h openne**, mu ual re*pec , horou.hne** and en hu*ia*m) 5<re#, Von /Dl*en ; Euka, 2$$27) In addi ion, he compan# *a#* a2ou hem*elve* ha crea ive and e!!icien idea* are heir hi.he* priori #) :heir mo o i* A*urpri*e and convinceC, 2ecau*e he# *a# he value o! a campai.n i* al3a#* mea*ured 2# i * impac ) 9i hin he compan# here i* he ABrand Mana.emen GroupC o! 'cholz;<riend*) :he# are re*pon*i2le !or direc in. he di!!eren 2rand idea* and communica ion depar men * o! he compan#, !ur hermore he# colla2ora e 3i h he clien *) :he 'cholz;<riend* .roup i* mana.ed 2# <rankFMichael 'chmid , Elau* Gi ko, Mar in 4ro**, Ma hia* 'chmid and Chri* ian :iedemann) 5'cholz;<riend*, 2$127

A* i 3a* conduc ed in an in ervie3 3i h La# on 52$1%7, "unior ' ra e.# con*ul an 3i hin he compan#, 'cholz;<riend* de*i.ned an In rane pa.e in order o in increa*e he in ernal communica ion 3i hin he compan#) :hi* *i e o!!er* all impor an ne3*, here i* a pla !orm !or pre*en a ion* and i al*o provide* admini* ra ive ool*, *uch a* a media da a2a*e, an ima.e and a3ard archive, a con rac da a2a*e, compan# .uideline* and di.i al empla e* !or di!!eren 3ork procedure*)
5

<ur hermore, i 3a* !ound ou ha he# u*e occa**ional# .roup EFMail* and he# have appro+ima el# once a mon h mee in.* 3here he# pre*en ne3 campai.n* and alk a2ou upcomin. compan# even *) In addi ion, 'cholz; <riend* or.anize* *ome ime* eam ni.h * !or he emplo#ee*) Re.ularl#, a Arehear*al da#C i* or.anized, 3hich i* a oneFda# emplo#ee even 3i h lec ure* and di*cu**ion*, he purpo*e i* o encoura.e he e+chan.e 2e 3een he di!!eren depar men * 3i hin he compan#) 4rac ical e+ample* !rom he ne 3ork are u*ed o illu* ra e ho3 he# can con inue o learn !rom each o her) A* i ha* alread# 2een men ioned, 'cholz;<riend* value* idea* and crea ivi #, 3hich i*, accordin. o hem, an impor an charac eri* ic in order o 2e *ucce**!ul) Accordin. o hem he corpora e clima e mu* keep 2uildin. on crea ivi #H 'cholz ; <riend* ha* here!ore developed a * ruc ure ha *hould *uppor he crea ive proce**) <or e+ample he# *a# ha he# have !la hierarchie*, an openFdoor polic# and encoura.e !eed2ack and di*cu**ion* 5<re#, Von /Dl*en ; Euka, 2$$27) La# on 52$1%7 * a e* ha he a*pec A!riend*hipC ha* a *pecial meanin. o 'cholz;<riend* and ha here i* a ver# plea*an a mo*phere in he compan#) All mee in. a2le* 3i hin he compan# are round a2le*, 3hich i* *uppo*ed o repre*en he e1uali # o! he di!!eren emplo#ee*) :he 3orkin. proce** i* o! en conduc ed in eam* and ever# eam ha* a eam leader, 2u i i* * ill a colla2ora ion) :he mana.emen 3i hin he compan# make* he !inal deci*ion*, 2u di*cu**ion* and !eed2ack i* encoura.ed and i i* a lo in erac ion 2e 3een he mana.emen and he * a!!) :here!ore he leader*hip * #le can 2e de*cri2ed a* con*ul a ive)

Accordin. o he 3e2*i e !rom 'cholz ; <riend*, Group Gm2/ compri*e* more han %$ *u2*idiarie* ha make u*e o! he en ire communica ion *pec rum) Brand e+per * u*e he en ire ne 3ork !or heir 3ork, have 2ack.round* in variou* di*cipline*, and come !rom di!!eren coun rie* 5'cholz;<riend*, 2$127) Ma#r 52$127 * a e* ha he main curren developmen 3i hin he compan# i* ha he# crea e he in erna ional campai.n !or Bpel8Vau+hall)

Section +$ Definin( the Content of the Poster In ernal Communica ion IIIn ernal Communica ion re!er* o he e+chan.e o! in!orma ion 2e 3een he mana.emen and he in ernal pu2lic .roup* o! an or.ani*a ion II)5/erle, 2$$57 In ernal communica ion i* a core !ac or o! e!!ec ive 2u*ine** communica ion, 3hich i* 2a*ed on one *imple rule, communica ion i* a dialo.ue, no a monolo.ue) In !ac , communica ion i* a dual li* enin. proce**) 5/opkin*, 2$$-7 Accordin. o /erle, ever# or.ani*a ion ha* i * o3n cul ure) Value* and norm* amon. he people ha 3ork !or he or.ani*a ion de!ine he cul ure) :o 2e clo*er 3i h .ood emplo#ee* and al*o hire ne3 one*, 'cholz ; <riend* mu* 2e an a rac ive emplo#er) :heir ma@or principle* are o crea e a* much room a* po**i2le !or per*onal developmen and *el!Fini ia ive, de!ine collec ive .oal*) 5<re#, 2$$27 /erle al*o * a ed ha he * #le o! communica ion in an or.ani*a ion depend* .rea l# on he * #le o! leader*hip) /o3 3a* de!ined durin. he in ervie3 5La# on, 2$1%7 he leader*hip * #le in he compan# i* con*ul a ive ha mean* ha here i* an openned * #le o! in erac ion in he compan#) :he inervie3ee al*o added ha he a mo*phere in he compan# i* ver# !riendl#, rela+in. and ea*#F .oin.) Channel* u*ed !or in!orma ion e+chan.e 3i hin he or.aniza ion are he In rane , .roup eF mail*, no ice2oard*H al*o in!ormal par ie* and eam ni.h *)

4u2lic rela ion*

4u2lic rela ion* i* ever# hin. a2ou repu a ion, i i* a * ra e.#, 3hich main ain* he connec ion 2e 3een pu2lic and compan# in appropria e 3a#) :here are a lo o! me hod* o achieve o2@ec in vie3) <or in* ance 'cholz;<riend* make a pu2lic a.enda o! he clien *> me**a.e* and !ield*, a2ou pre** campai.n*, opic mana.emen , anal#*e*, :V pro.rammin., mul imedia and adver i*in.) :he mo* impor an pu2lic .roup* accordin. o Ma#r 52$127 are #oun. alen *, media or @ournali* *, pu2lic opinion) Compan# u*e* *everal ool* o communica e 3i h he*e pu2lic .roup*H !or e+ample *ocial Media 5i)e) <ace2ook, :3i er, Jou u2e, Goo.le 4lu*7, 3e2*i e 5333)*F!)com7, even * or rade !air*, per*onal con ac 5Ma#r, 2$127) In 2$$2 'cholz ; <riend* made a.enda !or he Ini ia ive Keue 'oziale Mark 3ir *cha! 5Ke3 'ocial Marke Econom# Ini ia ive7, 3hich, 3i h he help o! man# hi.hFpro!ile advoca e*, underlined he nece**i # o! comprehen*ive re!orm* and *u2mi ed concre e propo*al* 5<re#, 2$$27) :here are *everal people
7

3ho are re*pon*i2le !or pu2lic rela ion* a*k* !or e+ample o crea e pre** relea*e*, repor * or ar icle*, more o! en i i* pu2lic rela ion* and communica ion *peciali* *, in 'cholz ; <riend* here are <rankFMichael 'chmid , Elau* Gi ko) 5'cholz;<riend*, 2$127) Moreover, compan# o!!er* @o2* a* media coFordina or*, 3ho have o anal#*e marke , make re*earche* in order o develop e!!ec ive adver i*in. model* and campai.n*) 4R con*ul an * .ive advice* in communica ion !ield and media rela ion* o!!icer line* up rela ion*hip* 3i h @ournali* * 5<re#, 2$$27)

Corpora e communica ion,

Accordin. o "oep Corneli**en 52$11, p) (7, one o! he mo* crucial charac eri* ic* o! Corpora e communica ion i* ha i* ake* he communica ion o! he 3hole or.ani*a ion in o con*idera ion) <ur hermore, he poin * ou ha one o! he mo* impor an a*k* 3i hin ha pro!e**ion i* ha an Br.ani*a ion hink* a2ou ho3 he# can repre*en hem*elve* e+ ernall# and in ernall# in he 2e* po**i2le 3a#) 5/erlL ; Ru* ema, 2$$57) Corpora e Communica ion i* an impor an !ield !or 'cholz ; !riend* and he# u*e *everal in* rumen * o main ain a po*i ive ima.e o! he or.ani*a ion, 3hich i* impor an !or hem in order o *ell produc * or *ervice*) Accordin. o he C'R KE9' Gm2/ 5n)d)7, 'cholz ; !riend* i*, !or e+ample, he !ir* a.enc# ne 3ork in German# 3hich !ounded heir o3n a.enc# !or Corpora e 'ocial re*pon*i2ili #) 9i hin hi* a.enc# he# o!!er * ra e.ic con*ul in. and concep * !or or.ani*a ion* concernin. *ocial re*pon*i2le mana.emen ) In addi ion, he# u*e *pon*orin. a* ano her in* rumen !or improvin. heir pu2lic ima.e) La# on 52$1%7 * a e* ha 'cholz;<riend* place hi.h value on In ernal communica ion, in order o repre*en hem*elve* po*i ive in ernall#) B her !ield* 3i hin he compan# ha !all in o he pro!e**ion o! Corpora e Communica ion are he promo ion, 4R, marke in. and de*i.n depar men ) Corpora e Communica ion i* a reall# 2road !ield and include* *everal #pe* o! @o2 oppor uni ie*) In ever# o! he !ield* o! Corpora e communica ion are di!!eren communica ion pro!e**ion* 3here i 3ould 2e po**i2le o 3ork in 3i hin 'cholz;<riend*) <or e+ample, a* 4RFmana.er or marke in. mana.er)

In ercul ural Communica ion

In ercul ural communica ion i* a !orm o! .lo2al communica ion, 3hich i* u*ed o de*cri2e ho3 o deal 3i h he 3ide ran.e o! communica ion pro2lem* rela ed 3i h di!!eren reli.iou*, *ocial, e hnic, and educa ional 2ack.round* o! people) 5Laurin., 2$117) Brche* ra ed communica ion help* 2o h in mana.in. mul iple communica ion channel* 2u al*o in achievin. re*ul * on an in erna ional level) A* he communica ion opera ion* can 2e *ome ime* di!!icul , he 2e* *olu ion* are o!!ered 2# a.enc# ne 3ork* ha are !amiliar 3i h local marke * and cu* omer*) 5<re#, 2$$27) :here i* a di!!erence in communica in. 3i h !orei.n par ner*) Compan# adap * o he cul ural di!!erence* a* ever# coun r# opera e* di!!eren l# u*in. di!!eren * ra e.ie*) :he @o2 i le* re*pon*i2le !or hi* kind o! 3ork in compan# are accoun mana.er*, 5La# on, 2$1%7

Cri*i* mana.emen

Almo* ever# *in.le compan# in e+i* ence ha* a cri*i* mana.emen plan, 3hich i* a ver# impor an !ea ure) /ope!ull# a compan# 3ill never need i , 2u chance* are ha #ou 3ill need i *omeda#) :he 4R mana.er o! 'cholz ; <riend* *hared in!orma ion a2ou he cri*i* mana.emen plan o! he compan# 'cholz ; <riend*) :here ha* 2een a previou* cri*i* in he compan# a* 3ell, =:he cri*i* 3here 3a* re!erred o o!u a* .a# mea >5Ma#r, 2$127) 'cholz ; <riend* had o make a pu2lic apolo.#H hi* 3a* 1ui e 2ad !or he compan#>* ima.e) :o preven hi* kind o! happenin.* he compan# prepare* a plan) :he 4R mana.er provided in!orma ion a2ou he cri*i* mana.emen plan he# curren l# have 5Ma#r, 2$127) :he !ir* * ep i* o preven he cri*i* !rom happenin., 2# moni orin. channel*, !or e+ample *ocial media) /e al*o *aid ha 2# 2uildin. ru* 3i h #our * akeholder*, #ou could reall# con ain he dama.e o! a cri*i*) Be*ide* ha .a herin. a* much valid in!orma ion a* po**i2le 3ill make #ou a2le o make a 2e er pu2lic * a emen , and con ain he dama.e in much 2e er 3a#*) Be*ide*, havin. one *peaker and one *olid *peech in* ead o! en mediocre *peeche* can help a lo a* 3ell) :he cri*i* mana.emen plan i* ver# impor an and *hould 2e rea ed 3i ch much care and lo * o! ime) :he 4R * a!! mo* l# e+ecu e* hi* plan) 5/arri*on,

2$$$7) :hi* plan i* main ained 2# he 4R mana.er, 2u he in ervie3* are u*uall# done 2# he head CEB o! he compan#, *o he pu2lic * a emen * *eem more credi2le) Even and 4R

4R even * are a .rea 3a# !or a compan# o .e media a en ion a lo3 co* , .e a .ood compan# ima.e and o keep a .ood rela ion*hip 3i h heir * akeholder* 5/arri*on ') 2$$$7 ) :hi* can 2e done in man# di!!eren 3a#*, !or e+ample 2# havin. a * and a * uden Fin!orma ion even *) 'cholz ; <riend* ha* al*o or.anized a 3ide varie # o! he*e even *, !or e+ample he Gi.i al Camp 2$12, an annual even 3here he# pre*en ed man# di!!eren produc * ha he compan# promo e* in a hu.e con!erence hall 5<re#, 2$$27) Be*ide* he promo ion o! heir produc * he# al*o 3an ed o in*pire people in crea ivi # and o * imula e hem o hink in innova ive 3a#*) Crea ive hinkin. i* a ke# !ea ure in he compan#>* ima.e 5'cholz;<riend*, 2$127) :hi* #pe o! even i* one o! he pinnacle* o! 4R, mo* l# 2ecau*e hi* doe* no onl# .e * a lo o! media a en ion, 2u i i* al*o a 3a# o .e ne3 people involved 3i h 'cholz ; <riend*) :he*e even * are al3a#* or.anized 2# he 4R * a!! o! he compan#, !or e+ample 2# 4R mana.er*)

Marke in. communica ion,

Eo ler and Arm* ron. 52$1$7 de!ine Marke in. i *el! a* he proce** 2# 3hich companie* a emp o 2uild a * ron. rela ion*hip 3i h heir cu* omer* and 3here he advan a.e o! an produc or *ervice .e * communica ed o he * ake holder*) Accordin. o <ill 52$$67 Marke in. include* a Marke in. Mi+ 3hich con*i* * ou o! he !our 4>*, price, place, promo ion and produc ) Marke in. communica ion repre*en * he a*pec =promo ion> ou o! he marke in. mi+) Gue o he !ac ha 'cholz ; !riend* i* an adver i*in. compan#, marke in. communica ion i* a hi.hl# impor an !ield o hem) :he main !ocu* o! he compan# lie* on makin. adver i*emen campai.n* !or heir clien *) Ma#r 52$127 * a e* ha 'cholz ; !riend* 2elon.*, due o heir crea ive Campai.n*, !or more han en #ear* o he mo* a3arded a.encie* in German#) :heir campai.n* are 3ellF kno3n, e*peciall# in German#, and he# alread# made campai.n* !or Amne* # In erna ional, Bpel, 'ierra :e1uila and o her !amou* 2rand*) In he !ield o! *ale* promo ion, 'cholz;<riend* o!!er* di!!eren promo ional *ervice*, *uch a* concep *, plannin., de*i.n, implemen a ion, documen a ion and evalua ion) 5'cholz;<riend*, 2$127
10

Rela ed pro!e**ion* o ha !ield 3i hin 'cholz;<riend* are, !or e+ample, marke in. mana.er, 4RFmana.er or 2rand mana.er) Marke in. mana.er* have o make *ure ha a campai.n 3ill 2e a* *ucce**!ul a* i can 2e) :here!ore, i i* impor an o 2rie! he di!!eren depar men *, moni or he proce** o! a campai.n and compile di!!eren marke in. * ra e.ie*)

4u2lic A!!air*

=4u2lic A!!air* i* he *pecialized pu2lic rela ion* e!!or de*i.ned o 2uild and main ain communi # and .overnmen al rela ion*> 5Cu lip e al)16?5,1(7) 'cholz;<riend* opened heir door* !or poli ical communica ion, 3hich i* direc ed predominan l# a opinion leader* and deci*ionFmaker* in he pu2lic *ec or, in 1666, in Berlin) :he aim* o! 4u2lic a!!air* are o provide comprehen*ive repor *, !or e+ample Annual Repor 2$$2, *elec commi ee hearin.*, make relevan covera.e o! even *, .ive * ra e.ic advice* on 3ha re*pon*e i* needed 2# mee in.*, anal#*in. and or.aniza ional mana.emen , in!orm 3i h rend* in poli ic* and polic# deci*ion*) <or he*e a*k* in compan# are re*pon*i2le pu2lic a!!air* o!!icer* 5<re#, 2$$27)

11

Section ,$ -is a%isin( the Poster an' preparin( Poster Presentation

A* 3e 3an ed o produce a po* er ha i* rela ed o 'cholz;<riend* 3e * ar ed 3i h a #ello3 2ack.round, 2ecau*e hi* i* he de!inin. colour o! he compan#, hi* colour i* in heir lo.o a* 3ell a* all over heir o!!icial 3e2*i e) A! er he deci*ion o! hi* 2ack.round colour 3e cho*e o ake a vi*ual ima.e ha i* de!inin. o he compan#, *o 3e 3en 3i h he *ilhoue e* o! he ci # o! Berlin, 3here he head o!!ice o! ';< i* loca ed) 9e ou lined he pic ure o! he ci # and cho*e o make he *ilhoue e 2lack, 3e did hi* 2ecau*e 2lack and #ello3 in* an l# .ive* a .ra*pin. e!!ec on he po* er, and hi* com2ina ion i* al*o he colour com2ina ion o! 'cholz;<riend*) In addi ion 3e pu a !e3 o! heir main adver i*in. 2rand* on he po* er and a* an e+ ra, mem2er* o! our eam are al*o .oin. o 3ear #ello3 ie8*hir *) A! er de*i.nin. he ma@or concep o! he po* er 3e decided o pu our e+ in po* Fi like e+ 2u22le*, *o i 3ould look a 2i like a dra3in. 2oard)

:he con en o! he po* er i* .oin. o con*i* mo* l# ou o! he di!!eren @o2* and !unc ion* ha are in he compan#, a! er all he heme i* orien a ion o he pro!e**ion, and o! cour*e 3e added he in ervie3 3i h he @unior * ra e.# con*ul an o! he compan#) :he pre*en a ion i *el! i* .oin. o 2e mo* l# done 2# one or 3o mem2er* o! he .roup, hi* 3ill *ho3 con*i* enc# and i i* ea*ier !or he people 3a chin. o !ollo3

12

Conc% sion

:o *um up, i can 2e *aid ha 3e .ained impor an in*i.h a2ou he produc * and *ervice* 'cholz;<riend* o!!er*, 2u al*o 3ha communica ion pro!e**ion* can 2e !ound 3i hin he compan#) Bur !indin.* clearl# illu* ra e ha he compan# ha* *everal depar men *, 3hich are rela ed o communica ion pro!e**ion* 3here i 3ould 2e po**i2le o 3ork in 3i h a Bachelor o! AIn erna ional communica ionC) :o collec he in!orma ion, 3e conduc ed 3o in ervie3* 3i h emplo#ee* o! 'cholz;<riend*) Bn he one hand 3i h he head o! corpora e communica ion, Marku* Ma#r, and on he o her hand 3i h he "unior * ra e.# con*ul an , <rankie La# on) <ur hermore, 3e u*ed 2ook*, annual repor * and di!!eren elec ronic *ource*, includin. he o!!icial 3e2 *i e o! he compan#) Bn he 2a*i* o! hi* repor 3e are .oin. o de*i.n he po* er and 3e .ained heap* o! in!orma ion ha 3e can u*e !or he pre*en a ion) In conclu*ion, he pro@ec helped u* o .e a 2e er overvie3 a2ou he !ield o! communica ion and a2ou he pro!e**ion* 3here 3e mi.h have he chance o 3ork in la er)

13

Appendi+ A

14

&a#%e of contents According to the International Communication and Media study program at the Hanze University, all students are required to elaborate specific kno ledge for the !oster presentation "IC#!$!%&'A() As first years students e had to analyze communication professions ithin a certain company by focusing on their roles, products and*or services that are produced) As a final product e had to prepare a poster presentation that has the aim to inform other IC members about their possible future careers) +e have made the main task and broaden our kno ledge in the follo ing topics)))))))))))))))))))))))))),
Table of contents....................................................................................... 15 1.1 Sub product 1: Project ana!e"ent Plan............................................16 Sub product 2: Tea" contract...................................................................19 Sub product 3: #$plor%n! a t&pe of or!an%sat%on and c'oos%n! an or!an%sat%on for t'e project.......................................................................23 (a"e: Sc'ol) * +r%ends............................................................................. 23 Sub product 4: Prof%le of t'e or!an%sat%on.................................................25 Sub product 5: ,eco"%n! fa"%l%ar -%t' t'e t'e"at%c areas.......................31 Sub product 6: .nal&s%n! t'e t'e"at%c areas %n &our c'osen co"pan&....35

-cholz./riends) "01'0()2rchestration Instruments) %etrieved from))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))),3 http4** )s5 f)com*group*en*orchestra*instruments*6public7relations)))))))))),3 -cholz./riends) "01'0()2rchestration Instruments) %etrieved from))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))),3 http4** )s5 f)com*group*en*orchestra*instruments*6public7relations)))))))))),3 http4** )adaptberlin)com*relaunch1'18*fallbeispiele*art ork* sf7annualreport*sf7annualreport7107uk)pdf))))))))))))))))))))))))))))),3
................................................................................................................. 38 Sub product 8/ 9 : T'e"at%c areas furt'er anal&sed: t'e profess%onal f%eld .................................................................................................................. 39 Sub product 10: a0%n! a draft.................................................................41 Sub product 11: #$pla%n%n! t'e 1%sual%)at%on process................................42 Sub product 12: Prepar%n! Poster Presentat%on.........................................43

15

./. S # pro' ct .$ Project !ana(e"ent P%an

0hat are the (oa%s of the project1

1) Ga herin. in!orma ion a2ou a cer ain compan# 2) Becomin. !amiliar 3i h he di!!eren hema ic area* %) Improvin. our*elve* in a 2u*ine** per*pec ive and learnin. ho3 o ac in ha ) () Improvin. our repor 3ri in. *kill*) 5) Improvin. our in ervie3in. *kill*) -) Improvin. our pre*en a ion *kill* M) Improvin. our ime mana.emen *kill*)

?) Ge in. o kno3 pro!e**ion* 3e mi.h end up in, and re*earchin. i! 3e have in ere* in hem) 6) 9orkin. e!!ec ivel# in a mul icul ural .roup 1$) Learnin. ho3 o crea e a pro!e**ional po* er, a *kill ha can 2e u*ed !or man# purpo*e*) 11) Ge in. o kno3 ho3 o re*earch in .eneral, 3hich i* e**en ial o .ain kno3led.e a2ou 2a*icall# ever# *in.le opic #ou cho*e

0hat are the phases of the project1

<ir* o! all 3e need o de!ine our eam .oal* and ho3 are .oin. o 3ork o.e her) :he !ir* pha*e al*o include* choo*in. a cer ain compan# and 2ecomin. !amiliar 3i h i ) :here!ore i i* impor an o produce a pro!ile o! he compan#) <ur hermore, 3e need o .e o kno3 he di!!eren hema ic area* in .eneral and anal#*e hem in our cho*en compan#) :he *econd pha*e 3ill include de!inin. he con en and de*i.nin. he po* er) 9i hin he *econd pha*e 3e 3ill al*o have he midF erm peer a**e**men ) 9i hin he !inal pha*e 3e are .oin. o !ini*h de*i.nin. our po* er and 3e 3ill !inali*e our
16

B:4 repor ) In addi ion, 3e 3ill prepare our pre*en a ion and 3e are .oin. o have our !inal peer a**e**men ) A* !inal * ep 3e are .oin. o have our pre*en a ion)

0hat is the ti"e2p%annin( a%i3e of sta(es 4steps5 an' tas3s1

Can 2e *een in our pro@ec mana.emen plan 5Gan Char 7)

Gantt Chart

Ac ivi # Group makin. Ge!ine .oal* :eam con rac e+plorin. #pe o! or.ani*a ion choo*in. or.ani*a ion !ir* coach mee in. 4ro!ile makin. 2ecomin. !amiliar hema ic area* hema ic area* in compan# Ga herin. In!o Ge!inin. con en 5po* er7 mid erm peer a**e*men chri* ma* 2reak makin. in ervie3 4o* er de*i.nin. 5* ar 7 makin. dra! 54o* er7 E+plainin. vi*ualiza ion proce** 4re*en a ion prep !inali*in. B:4 repor !inal peer a**e*men po* er pre*en a ion

(M

(?

(6

5$

51

52

0hat 6or3in( (ro p s3i%%s an' co"petencies are essentia% in n'erta3in( the project1

1) :ime mana.emen

2) 2ein. or.ani*ed and relia2le

17

%) pre*en a ion *kill* () repor 3ri in. *kill* 5) re*earchin. *kill* -) 2ein. cul ural *en*i ive M) In ervie3 *kill*

?) :akin. re*pon*i2ili # !or #our o3n ac ion*) 6) Bein. a3are o! di!!erence* 2e 3een .roup mem2er*) 1$) 0*in. he con en !rom he cla**e* o enhance he pro@ec ) 11) Bpenne** in he .roup)

18

S # pro' ct +$ &ea" contract

O r (oa%s $ o Ga herin. in!orma ion a2ou a cer ain compan# o Becomin. !amiliar 3i h he di!!eren hema ic area*

ICV1E , Group 5 N REAL O

o Improvin. our*elve* in a 2u*ine** per*pec ive and learnin. ho3 o ac in ha ) o Improvin. our repor 3ri in. *kill*) o Improvin. our in ervie3in. *kill*) o Improvin. our pre*en a ion *kill* o Improvin. our ime mana.emen *kill*) o Ge in. o kno3 pro!e**ion* 3e mi.h end up in, and re*earchin. i! 3e have in ere* in hem) o 9orkin. e!!ec ivel# in a mul icul ural .roup o Learnin. ho3 o crea e a pro!e**ional po* er, a *kill ha can 2e u*ed !or man# purpo*e*) o Ge in. o kno3 ho3 o re*earch in .eneral, 3hich i* e**en ial o .ain kno3led.e a2ou 2a*icall# ever# *in.le opic 3e cho*e o 'ucce**!ul pre*en a ion o! he !inal produc and .e in. hi.h *core )

!e"#ers7 contri# tions $ :he .roup con*i* * o! ( people) Each o! u* ha* individual *kill* and 1uali ie* ha are e**en ial !or reachin. common .oal) Ever#2od# ha* he re*pon*i2ili ie* , o Emiel van den Brink i* one 3ho 3ill 2e re*pon*i2le !or he po* er pre*en a ion and i* a2le o pre*en i pro!e**ionall#)

19

o Rimma Velikanova, havin. *u!!icien rea*erch *kill* i* .ood a !indin. ou needed in!orma ion and providin. .ood con en level o! he pre*ena ion) o Luca Celine i* a mem2er 3i h .ood in ervie3 and communica ion *kill* , 3hich are ver# impor an 3hen dealin. 3i h compan#I* pro!e**ional*) o Anna Mazur ha* repor 3ri in. and lin1ui* ic *kill*H al*o 3ill 2e re*pon*i2le !or de*i.nin. o! he po* er) Bur .roup i* .oin. o mee once a 3eek, ever# <rida#) I! needed, addi ional eam mee in.* can happen) 9e are *uppo*ed o have ( coach mee in.* in hi* 2lock) Each mem2er o! he .roup 3ill have a role o! he chairper*on, hen a minu e aker, a documen mana.er 5 he*e role* 3ill ro a e ever# 3eek7 , E"ie% *an 'en 9rin3 Ri""a -e%i3ano*a L ca Ce%ine :nna !a; r Coach mee in. . Minu e aker Gocumen mana.er Chairper*on Minu e aker Chairper*on Gocumen mana.er Coach mee in. + Coach mee in. , Gocumen mana.er Chairper*on Minu e aker Coach mee in. 8

Chairper*on Gocumen mana.er Minu e aker

:he 1uali # cri eria #ou 3ill 2e applied o he produc * , Clear in!orma ion, a rac ivene**, crea ivene** , pre*en a ion in pro!e**ional 3a#, * ruc ured lo.ical repor )

Bur .roup 3ill 3ork on all he 3eekl# a*k* and and make he *u2 produc * o.e her on he neam mee in.*) All deci*ion* are ne.o ia ed, idea* o! each mem2er are aken in o accoun ) :he individual 3ork i* di* ri2u ed e1uall#)

20

:ime mana.emen , 2ein. or.ani*ed and relia2le, 2ein. cul ural *en*i ive, akin. re*pon*i2ili # !or #our o3n ac ion*, 2ein. a3are o! di!!erence* 2e 3een .roup mem2er* and openne** in .roup are e**en ial in under akin. he pro@ec )

In ca*e he eam mem2er* do no keep up 3i h heir a*k* ,

1) :eam *peak* 3i h he mem2er 3ho don keep up 3i h hi*8her a*k*) A !ir* 3e ne.o ia e, r# o !ind ou he rea*on o! no akin. o3n re*pon*i2ili ie*) 2) I! i doe*n 3ork eam *peak* 3i h he coach a2ou he pro2lem

I! eam mem2er*> produc * are no o! *u!!icien 1uali # , Ge!ine he rea*onH in ca*e he mem2er doe* no have he oppor uni # par icular, help her8him)

21

 &ea" "e"#ers :elephone num2er*

E"ie% *an 'en 9rin3 Ri""a -e%i3ano*a L ca Ce%ine :nna !a; r

<,.=>+???+>.

<,.=.=@?A?+? <,.=.=@>8A,+ <,.=88@+.@A8

22

S # pro' ct ,$ EBp%orin( a t)pe of or(anisation an' choosin( an or(anisation for the project

&)pe of or(anisation$ Mul ina ional en erpri*e Ge!ini ion, Aa corpora ion ha i* re.i* ered in more han one coun r# or ha ha* opera ion* in more han one coun r#) I i* a lar.e corpora ion 3hich 2o h produce* and *ell* .ood* or *ervice* in variou* coun rie*)C 59ikipedia, Re rieved !rom, h p,88en)3ikipedia)or.83iki8Mul ina ionalPcorpora ion7 Na"e$ 'cholz ; <riend* Locations, /ead1uar er* are in, /am2ur. and Berlin, German# !ission State"ent$ 9ha i* a he core o! communica ionQ 4eople, o! cour*e) /o3 can 3e !a*cina e hemQ B# idea*) Bu hen, 3ha i* an ideaQ An idea i* ne3) I ouche* #ou) I i* relevan ) I make* #ou hink) Br dream) Br 2o h) An idea challen.e* 3ha #ou hou.h 2e!ore) Ever#one can have idea*) Jou can) Bu , An idea i* 3eak i! i * po3er i* limi ed) I! an idea i* no orche* ra ed, i >* noi*e)
23

Ima.ine an orche* ra 3here all alen i* com2ined o one end, he per!ormance o! idea*, o move people) 'hor de*crip ion in o3n 3ord*, Bne o! he mo* *ucce**!ul a.enc# .roup* in Europe) Compan# provide* *uch *ervice* a* 2randed en er ainmen , even marke in., pu2lic a!!air*, pu2lic rela ion*, *ocial media, con*ul in., adver i*in., de*i.n, *ale* promo ion, and e c)

0e chose this co"pan) #eca se$ :he compan# ha* .lo2al *ervice* !or .lo2al 2rand* I i* a op addre** !or crea ivi # in Europe /a* in ere* in. * ra e.ie* !or * ron. 2rand* :he# are one o! he mo* a3arded a.encie* in German# 9e are per*onall# in ere* ed in he !ield* A'cholz;<riend* 3ork* in, *uch a* makin. commercial* :he# o!!er *everal impor an communica ion ool*

24

S # pro' ct 8$ Profi%e of the or(anisation

Or(anisation feat res o Br.ani*a ional charac eri* ic* -

Detai%s

:he a.enc# 3a* 16?1 !ounded in German# 3i h (? emplo#ee* 5h p,88333)*F!)com8.roup8en8a2ou u*8hi* or#87 Curren l# he compan# ha* around ?$$ emplo#ee* acro** Europe 5h p,88333)*F !)com8.roup8en8a2ou u*8num2er*and!ac *87

:he head1uar er* o! he compan# are in /am2ur. and BerlinF o her German o!!ice* are in GD**eldor! and <rank!ur he ne 3ork al*o ha* o!!ice* in o!!ice* in all ma@or European marke * 'cholz and !riend* i* one o! he lar.e* a.enc# .roup* in he German *peakin. 3orld and one o! he 2i..e* adver i*in. companie* in Europe)

:he compan# o!!er* all he communica ion in* rumen * !rom a *in.le *ource a* he ABrche* ra o! Idea*R) 'cholz ; !riend* i* par o! he Commarco 5one o! he lar.e* holdin.* !or communica ion* and marke in. *ervice* in he GermanF*peakin. 3orld 7 and he Commarco 2elon.* o 944 5 he 3orld>* leadin. communica ion ne 3ork !or adver i*in., 2randin. and rela ion*hip marke in.7 5h p,88333)*F !)com8.roup8en8a2ou u*8ne 3ork87

A* par o! he 944 Group 'cholz ; !riend* 3ork* in erna ionall# 3i h he 2e* crea ive and *peciali* a.encie* 5h p,88333)*F !)com8rome8en8orche* ra8e!!icienc#crea or*8in erna ionalPpre*en ce87

<or #ear* 'cholz ; <riend* ha* 2een coun ed amon.* he mo* *ucce**!ul a.encie* a he 3orld>* mo* pre* i.iou* adver i*in. !e* ival in Canne*) 5h p,88333)*F !)com8rome8en8orche* ra8e!!icienc#crea or*8crea ivePe+cellence8 7

25

!or more han en #ear* 'cholz ; <riend* ha* 2een he onl# a.enc# o 2e con inuou*l# named a* one o! he hree mo* crea ive adver i*in. a.encie* in German#) 5:he 4o3er o! idea*, *cholz and !riend* European a.enda7

:he o2@ec ive*, * andard* and value* o! he or.ani*a ion

<rankie La# on, he *peciali* o! 'cholz;<riend* ar.ued ha o2@ec ive*, * andar * and value* o! he compan# are crea ion, !riend*hip, In erna ionali #

/o3ever, he in erne *ource o! o!!icial 'cholz; <riend* 3e2 *i e announce ha he 2a*i* o! he 3ork done 2# 'cholz ; <riend* i* a * ra e.# ha com2ine* anal# ical and crea ive hinkin.)

E+i* in. compan# value*, *uch a* openne**, mu ual re*pec , horou.hne** and en hu*ia*m !or de ail*, are he ideal prere1ui*i e* !or orche* ral harmon# 5 he orche* ra o! idea*, annual repor 2$$27

Moreover, 'cholz ; !riend* *a# a2ou hem*elve* ha crea ive idea* are heir hi.he* .ood) 5h p,88333)*F !)com8rome8en8orche* ra8e!!icienc#crea or*8crea ivePe+cellence8 7

:heir mo o i* A*urpri*e and convinceC, a* ever# campai.n* value i* mea*ured 2# i * impac ) 5h p,88333)*F !)com8.roup8en8crea ion8ca*e*87

'cholz ; !riend* de!ine* relevan , di!!eren ia in. and !a*cina in. 2rand idea* ha are communica ed u*in. all he in* rumen *) :he re*ul * are le.endar# 2rand* ha ever#one reco.ni*e*) 5 he orche* ra o! idea*, annual repor 2$$27

'cholz ; !riend* *a# a2ou hem*elve* ha he# develop e!!icien and crea ive campai.n* ha al*o *a i*!# heir clien * in erm* o! co* F2ene!i con*idera ion* 5h p,88333)*F !)com8.roup8en8crea ion8ca*e*87

A* he !ir* a.enc# ne 3ork in German# 'cholz ; !riend* !ounded heir o3n a.enc# !or Corpora e 'ocial re*pon*i2ili # 5C'R7 5h p,88333)*F!)com8.roup8en8a2ou u*8hi* or#87

26

:he in ernal or.ani*a ional * ruc ure

/ierarch# in ernal or.ani*a ional * ruc ure 5 he orche* ra o! idea*, annual repor 2$$27 :he 'cholz ; <riend* .roup i* mana.ed 2# he CEB <rankF Michael 'chmid and he E+ecu ive Board Mem2er* Elau* Gi ko 54R7, Mar in 4ro** 5Crea ive Girec or7, Ma hia* 'chmid 5Crea ive Girec or7 and Chri* ian :iedemann 5<inance*7) 5h p,88333)*F !)com8.roup8en8a2ou u*8mana.emen 8e+ecu ive2oard87

16?-, :he a.enc# e* a2li*he* he <amil# *#* em, 3hich 2ecome* he * andard !or he en ire *ec or onl# a *hor ime la er) 5h p,88333)*F!)com8.roup8en8a2ou u*8hi* or#87 Corpora e cul ure 5 he orche* ra o! idea*, annual repor 2$$27 leader*hip hrou.h i**ue* and idea* 5 he orche* ra o! idea*, annual repor 2$$27

:he or.ani*a ional cul ure

:he mana.emen * #le

Gemocra ic 53ai in. !or in ernal communica ion in ervie3 a*3er*7

Curren developmen * 3i hin he or.ani*a ion

/ead1uar ered in Berlin and /am2ur., he 'cholz ; <riend* Group Gm2/ compri*e* more han %$ *u2*idiarie* ha collec ivel# make e!!ec ive u*e o! he en ire communica ion *pec rum)

Brand e+per * u*e he en ire ne 3ork !or heir work and have 2ack.round* in variou* di*cipline*, and come !rom di!!eren coun rie* 5h p,88333)*F!)com8*cholzP!riend*PeuropeanPo!!ice87

In erna ionali #, Bpel8Vau+hall)

B4C,

in erna ional

eam8campai.n

!or

9i hin he Commarco holdin., 3e 2uild cu* omized a.encie* !or our clien *, i)e) he 'cholz ; <riend* Bpel 4er!ormance Cen er 5B4C7 5Apendi+ A,)))7)

27

Curren developmen * ou *ide he or.ani*a ion rela ed o he or.ani*a ion

4rovide* 3i h Marke in., 4u2lic Rela ion*, 4u2lic A!!air*, 'ocial Media, Adver i*in., Con*ul in., Branded En er ainmen and o her *ervice*) 5h p,88333)*F !)com8*cholzP!riend*PeuropeanPo!!ice8en8orche* ra8in* rumen *87

:he compan# ha* 3on *everal a3ard* 3hich includin. AA.enc# o! he JearC in German#, /un.ar# and 4oland) 5h p,88333)*F !)com8.roup8en8a2ou u*8hi* or#87

Compan# pride

<or more han en #ear* 'cholz ; <riend* 2elon.* o he mo* a3arded a.encie* in German# 5Apendi+ A, )))7)

Profi%e of the or(anisation$ 'cholz;<riend* 3a* !ounded in German# in 16?1 3i h (? emplo#ee* and 3a* men ioned in he rade ma.azine A/orizon C a* an upcomin. and de!inin. a.enc# 5'cholz;<riend*, 2$127) :he compan# i* one o! he lar.e* a.enc# .roup* in German# and one o! he 2i..e* adver i*in. companie* in Europe) :he# o!!er *everal communica ion *ervice*, here!ore he# have man# di!!eren depar men *) Curren l#, he compan# ha* more han ?$$ emplo#ee* all acro** Europe) :he head1uar er* o! he compan# are loca ed in Berlin and /am2ur., German# and he# al*o have o!!ice* in man# European ci ie* 5'cholz;<riend*, 2$127) 'cholz;<riend* i* par o! he ACommarcoC, 3hich i* one o! he lar.e* provider* o! communica ion and marke in. *ervice*) Ma#r 52$127, * a e* ha he# are one o! he mo* a3arded a.encie* in German# and he# have 2een nomina ed a* one o! he mo* crea ive and *ucce**!ul a.encie* !rom German# a he adver i*in. !e* ival in Canne*) A* i 3a* !ound ou durin. an in ervie3 3i h he /ead o! Corpora e Communica ion* o! 'cholz;<riend*, Marku* Ma#r 52$127, he mo* impor an value* o! he compan# are, crea ion, !riend*hip, and in erna ional a3arene**) <ur hermore, he o!!ical 3e2*i e o! 'cholz; <riend* * a e* ha he# appl# a * ra e.# ha com2ine* anal#*i* and crea ive hinkin. o.e her 3i h openne**, mu ual re*pec , horou.hne** and en hu*ia*m) 5<re#, Von /Dl*en ; Euka, 2$$27) In addi ion, he compan# *a#* a2ou hem*elve* ha crea ive and e!!icien idea* are heir hi.he* priori #) :heir mo o i* A*urpri*e and convinceC, 2ecau*e he# *a# he value o! a campai.n i* al3a#* mea*ured 2# i * impac ) 9i hin he compan# here i* he ABrand Mana.emen GroupC o! 'cholz;<riend*) :he# are re*pon*i2le !or

28

direc in. he di!!eren 2rand idea* and communica ion depar men * o! he compan#, !ur hermore he# colla2ora e 3i h he clien *) :he 'cholz;<riend* .roup i* mana.ed 2# <rankFMichael 'chmid , Elau* Gi ko, Mar in 4ro**, Ma hia* 'chmid :iedemann) 5'cholz;<riend*, 2$127 A* i 3a* conduc ed in an in ervie3 3i h La# on 52$1%7, "unior ' ra e.# con*ul an 3i hin he compan#, 'cholz;<riend* de*i.ned an In rane pa.e in order o in increa*e he in ernal communica ion 3i hin he compan#) :hi* *i e o!!er* all impor an ne3*, here i* a pla !orm !or pre*en a ion* and i al*o provide* admini* ra ive ool*, *uch a* a media da a2a*e, an ima.e and a3ard archive, a con rac da a2a*e, compan# .uideline* and di.i al empla e* !or di!!eren 3ork procedure*) <ur hermore, i 3a* !ound ou ha he# u*e occa**ional# .roup EFMail* and he# have appro+ima el# once a mon h mee in.* 3here he# pre*en ne3 campai.n* and alk a2ou upcomin. compan# even *) In addi ion, 'cholz; <riend* or.anize* *ome ime* eam ni.h * !or he emplo#ee*) Re.ularl#, a Arehear*al da#C i* or.anized, 3hich i* a oneFda# emplo#ee even 3i h lec ure* and di*cu**ion*, he purpo*e i* o encoura.e he e+chan.e 2e 3een he di!!eren depar men * 3i hin he compan#) 4rac ical e+ample* !rom he ne 3ork are u*ed o illu* ra e ho3 he# can con inue o learn !rom each o her) A* i ha* alread# 2een men ioned, 'cholz;<riend* value* idea* and crea ivi #, 3hich i*, accordin. o hem, an impor an charac eri* ic in order o 2e *ucce**!ul) Accordin. o hem he corpora e clima e mu* keep 2uildin. on crea ivi #H 'cholz ; <riend* ha* here!ore developed a * ruc ure ha *hould *uppor he crea ive proce**) <or e+ample he# *a# ha he# have !la hierarchie*, an openFdoor polic# and encoura.e !eed2ack and di*cu**ion* 5<re#, Von /Dl*en ; Euka, 2$$27. La# on 52$1%7 * a e* ha he a*pec A!riend*hipC ha* a *pecial meanin. o 'cholz;<riend* and ha here i* a ver# plea*an a mo*phere in he compan#) All mee in. a2le* 3i hin he compan# are round a2le*, 3hich i* *uppo*ed o repre*en he e1uali # o! he di!!eren emplo#ee*) :he 3orkin. proce** i* o! en conduc ed in eam* and ever# eam ha* a eam leader, 2u i i* * ill a colla2ora ion) :he mana.emen 3i hin he compan# make* he !inal deci*ion*, 2u di*cu**ion* and !eed2ack i* encoura.ed and i i* a lo in erac ion 2e 3een he mana.emen and he * a!!) :here!ore he leader*hip * #le can 2e de*cri2ed a* con*ul a ive) Accordin. o he 3e2*i e !rom 'cholz ; <riend*, Group Gm2/ compri*e* more han %$ *u2*idiarie* ha make u*e o! he en ire communica ion *pec rum) Brand e+per * u*e he en ire ne 3ork !or heir 3ork, have 2ack.round* in variou* di*cipline*, and come !rom di!!eren coun rie* 5'cholz;<riend*, European B!!ice, 2$127) Ma#r 52$127 * a e* ha he and Chri* ian

29

main curren developmen 3i hin he compan# i* ha he# crea e he in erna ional campai.n !or Bpel8Vau+hall)

30

S # pro' ct @$ 9eco"in( fa"i%iar 6ith the the"atic areas

Interna% Or(anisationa% Co"" nication 4IC5 re!er* o he e+chan.e o! in!orma ion 2e 3een he mana.emen and he in ernal pu2lic .roup* o! an or.ani*a ion) :he in ernal pu2lic are o! en he emplo#ee*) /o3ever, communica ion 3i h re ired per*onnel, emporar# 3orker* or placemen * uden * can al*o 2e called in ernal communica ion) :he o2@ec ive o! in ernal communica ion i* reachin. or.aniza ional and8or individual .oal*) IC i* al3a#* a 3oF3a# proce**) I i* 2ecomin. more and more impor an and i* *een 2# man# people a* he ke#* one o! modern communica ion) P #%ic Re%ations 4u2lic rela ion* 54R7 i* a 3a# !or companie*, or.aniza ion* or people o enhance heir repu a ion*) :hi* a*k #picall# i* per!ormed 2# pu2lic rela ion* pro!e**ional* or 4R !irm* on 2ehal! o! heir clien *) 4R u*uall# involve* communica in. 3i h he media and hrou.h he media o pre*en he clien * in he mo* !avoura2le 3a# po**i2le) I al*o o! en involve* coopera ive e!!or * 3i h o her people and or.aniza ion* o crea e .ood 3ill 3i hin he communi # and enhance he clien I* ima.e) Cooperate Co"" nication Coopera e Communica ion i* no onl# !ocu*ed on produc *, 2u i i* a2ou he communica ion o! an or.ani*a ion a* a 3hole 3i h di!!eren pu2lic .roup* or audience*) :he main !ocu* lie* on crea in. and main ainin. a po*i ive ima.e o! he or.ani*a ion, 3hich i* impor an in order o *ell produc * or *ervice*) 9i hin mediumF *ized and lar.er companie* i i* conduc ed 2# di!!eren depar men *) Corpora e communica ion deal* 3i h he corpora e iden i #, he corpora e ima.e and he corpora e repu a ion o! an or.ani*a ion) Mana.in. he*e hree a*pec * o! an or.ani*a ion are hi.hl# in erlinked ac ivi ie*) In order o plan corpora e communica ion i i* o! en impor an o deal 3i h di!!eren depar men *, *uch a* Marke in., /uman Re*ource*, he Board o! Girec or* and he <inancial Gepar men ) :he repre*en a ive* o! di!!eren depar men * o! en have diver*e idea* a2ou he iden i # and ima.e o! he or.ani*a ion) :here!ore, i i* ver# impor an o !ormula e a Corpora e Communica ion 4lan) :he !ir* * ep* o! hi* plan include o de!ine he pu2lic .roup* o! an or.ani*a ion, he curren corpora e iden i # and he curren corpora e ima.e) In addi ion, he ideal corpora e iden i #, he ideal corpora e ima.e and he corpora e communica ion * ra e.# need o 2e de!ined)

31

Interc %t ra% Co"" nication re!er* o communica ion acro** he 2order, dealin. 3i h di!!eren reli.iou*, *ocial, e hnic and educa ional 2ack.round*) I al*o involve* under* andin. he di!!eren cul ure*, lan.ua.e* and cu* om* o! !orei.ner*) In ercul ural communica ion pla#* a role in *ocial *cience* H i i* al*o re!erred o a* he 2a*e !or in erna ional 2u*ine**e*) :here are *everal cro**Fcul ural *ervice provider* around 3ho can a**i* 3i h he developmen o! in ercul ural communica ion *kill*) Re*earch i* a ma@or par o! he developmen o! in ercul ural communica ion *kill*) Intercultural competence i* he a2ili # o communica e *ucce**!ull# 3i h people o! o her cul ure*) :he appropria e kno3led.e, 2ehavior* and a i ude* are ver# e**en ial o achieve he compe ence)

Crisis "ana(e"ent i* he proce** 2# 3hich an or.aniza ion deal* 3i h a ma@or even ha hrea en* o harm he or.aniza ion, i * * akeholder*, or he .eneral pu2lic) :he * ud# o! cri*i* mana.emen ori.ina ed 3i h he lar.e *cale indu* rial and environmen al di*a* er* in he 16?$*)S1T :hree elemen * are common o mo* de!ini ion* o! cri*i*, 5a7 a hrea o he or.aniza ion, 527 he elemen o! *urpri*e, and 5c7 a *hor deci*ion ime)S2T Vene eError!
Hyperlink reference not valid.ar.ue*

ha Rcri*i* i* a proce** o! ran*!orma ion 3here he old

*#* em can no lon.er 2e main ained)R :here!ore he !our h de!inin. 1uali # i* he need !or chan.e) I! chan.e i* no needed, he even could more accura el# 2e de*cri2ed a* a !ailure or inciden ) In con ra* o ri*k mana.emen , 3hich involve* a**e**in. po en ial hrea * and !indin. he 2e* 3a#* o avoid ho*e hrea *, cri*i* mana.emen involve* dealin. 3i h hrea * 2e!ore, durin., and a! er he# have occurred) I i* a di*cipline 3i hin he 2roader con e+ o! mana.emen con*i* in. o! *kill* and echni1ue* re1uired o iden i!#, a**e**, under* and, and cope 3i h a *eriou* *i ua ion, e*peciall# !rom he momen i !ir* occur* o he poin ha recover# procedure* * ar ) Why? :o preven *i ua ion* ha can 2e cri ical o he compan#>* ima.e) How? B# main ainin. and prac icin. a cri*i* plan, #ou made 3i h #our cri*i* mana.emen eam)

: PR e*ent can 2e .rea !or .enera in. !ree media covera.e !or #our clien , 2u i need* o 2e properl# or.anized or di*a* er ma# en*ue) In hi* ar icle I have *e ou *ome ip* !or en*urin. ha #our 4R even achieve* all he .oal* *e !or i ) Br.anizin. a *ucce**!ul 4R even i*nI a complica ed ma er FF #ou @u* have o !ollo3 a !e3 .uideline* in order o en*ure ha hin.* are

32

arran.ed a* *moo hl# and e!!ec ivel# a* po**i2le 2# akin. he * ep* de*cri2ed 2elo3 1) Gecide on he #pe o! even 2) 'e a *ui a2le da e %) Make a li* o! all ha need* arran.in. () ' ar promo in. he even 5) 0*e #our li* o *e hin.* up -) Aim o .e on.oin. pu2lici # Why? I can 2e .rea !or !ree media covera.e) How? B# keepin. a !e3 .uideline* ha are li* ed a2ove) !ar3etin( Co"" nication 4a'*ertisin( an' propa(an'a5 Marke in. i *el! i* de!ined a* he proce** 2# 3hich companie* r# o 2uild a * ron. cu* omer rela ion*hip and crea e value !or cu* omer* in order o cap ure value !rom cu* omer* in re urn) 54rinciple* o! Marke in. 2ook7 Marke in. ha* a marke in. mi+ 3hich con*i* * ou o! he !our 4>*, price, place, promo ion and produc ) Marke in. communica ion i* one par o! hi* overall *u2@ec area and i* he a*pec =promo ion> !rom he marke in. mi+) Marke in. communica ion ha* a mi+, 3hich include* *everal di!!eren elemen *) 5:he Marke in. Communica ion* Mi+ i* he *peci!ic mi+ o! adver i*in., per*onal *ellin., *ale* promo ion, pu2lic rela ion*, and direc marke in. a compan# u*e* o pur*ue i * adver i*in. and marke in. o2@ec ive*)7

P #%ic :ffairs 4u2lic a!!air* i* a erm u*ed o de*cri2e an or.ani*a ion>* rela ion*hip 3i h * akeholder*) :he*e are individual* or .roup* 3i h an in ere* in he or.ani*a ionI* a!!air*, *uch a* M4*, civil *ervan *, *hareholder*, cu* omer*, clien *, rade a**ocia ion*, hink ank*, 2u*ine** .roup*, union* and he media) 4u2lic a!!air* prac i ioner* en.a.e * akeholder* in order o e+plain he or.ani*a ionI* policie*, provide * a i* ical and !ac ual in!orma ion and o lo22# on i**ue* 3hich could impac upon he or.ani*a ionI* a2ili # o opera e *ucce**!ull#) :heir 3ork com2ine* .overnmen rela ion*, media communica ion*, i**ue mana.emen , corpora e and *ocial re*pon*i2ili # in!orma ion di**emina ion and * ra e.ic communica ion* advice) :he# aim o in!luence pu2lic polic#, 2uild and main ain a * ron. repu a ion and !ind a common .round 3i h he*e * akeholder*) 4u2lic a!!air* prac i ioner* can 2e de*cri2ed 2# a 3hole ho* o! di!!eren 3ord* in @o2 i le* includin., pu2lic a!!air*, polic#, .overnmen a!!air*, .overnmen rela ion*, parliamen ar#
33

a!!air*, parliamen ar# rela ion*, European a!!air*, poli ical advi*or, poli ical re*earcher, e+ ernal a!!air*, e+ ernal rela ion*, campai.n*, corpora e communica ion*, corpora e a!!air*, * akeholder rela ion* and * akeholder mana.emen )

34

S # pro' ct =$ :na%)sin( the the"atic areas in )o r chosen co"pan)

:hema ic area, <indin.* 5in 2ulle poin *7 4u2lic rela ion* 9ha Q F 'cholz ; <riend* pu * he me**a.e* o! 2rand*, companie* and in* i u ion* !irml# on he pu2lic a.enda) /o3Q F 9i h he aid o! pre** 3ork, opic mana.emen , annual repor *, anal#*e*, ne3*le er* and pu2lic rela ion* even *) 'ource* 5in A4A7 'cholz;<riend*) 52$127) Orchestration Instruments ) Re rieved !rom h p,88333)*F !)com8.roup8en8orche* ra8in* ru men *8Upu2licPrela ion*

4u2lic a!!air* 9ha Q F Con*ul an * provide e+per advice o a 3ide arra# o! or.ani*a ion* and in* i u ion*, helpin. o op imi*e rela ion*hip* 3i h he poli ical *phere) /o3Q F 'ervice* in hi* !ield include moni orin. and repor in., ne 3orkin. and even , mee in. and or.ani*a ional mana.emen ) In ercul ural Communica ion, What? Brche* ra ed communica ion help* no onl# in mana.in. mul iple communica ion channel* 2u al*o in achievin. re*ul * on an in erna ional level) 9hereQ In erna ional ne 3ork V :he en*em2le per!orm* in 1? coun rie*) How? Bu a cen rali*ed implemen a ion o!

'cholz;<riend*) 52$127) Orchestration Instruments ) Re rieved !rom h p,88333)*F !)com8.roup8en8orche* ra8in* ru men *8Upu2licPrela ion*

:he Brche* ra o! Idea*) 52$$27. Efficiency booster 3: International network he ensemble performs in !" countries. Re rieved !rom, h p,88333)adap 2erlin)com8relaunch $1$(8!all2ei*piele8ar 3ork8*!Pannual repor 8*!Pannualrepor P$2Puk)pd!

35

communica ion opera ion* can 2e @u* a* ri*k#H even in a uni ed Europe here are @u* a* man# na ional di* inc ion* a* *imilari ie*) :he 2e* *olu ion* are o!!ered 2# a.enc# ne 3ork* ha are !amiliar 3i h local marke * and con*umer* and a he *ame ime can en*ure orche* ra ed 2rand me**a.e* ha *pan 2e#ond na ional 2order*)

In ernal Br.ani*a ional Communica ion How? In order o op imi*e he colla2ora ion o! he individual a.encie* under he roo! o! 'cholz ; <riend*, a re.ular Arehear*al da#C ake* place !or he en ire orche* ra, he Cro** 'ellin. Ga# i* a oneFda# emplo#ee even 3i h lec ure* and di*cu**ion*, dedica ed o he in en*ive e+chan.e 2e 3een di*cipline*) Be* Fprac ice e+ample* !rom he ne 3ork are u*ed o illu* ra e ho3 divi*ion* can con inue o learn !rom each o her) Why? In addi ion o he corpora e cul ure, each individual emplo#ee remain* in !ocu*) :o crea e a clo*er 2ond 3i h .ood emplo#ee* and al*o ac1uire ne3 one*, 'cholz ; <riend* mu* 2e an a rac ive emplo#er) Bur .uidin. principle* are o crea e a* much room a* po**i2le !or per*onal developmen and *el!Fini ia ive, de!ine collec ive .oal* and a* orien a par o! he *alar# o per!ormance) :o.e her, *upervi*or* and emplo#ee* look !or oppor uni ie* o 2rin. 2o h * a!! and he compan# ahead collec ivel#) Ke3 challen.e* o! en ari*e 3i hin he ne 3ork and mana.er* are a*ked o u*e heir o3n ini ia ive !or e+pan*ion in o ne3 2u*ine** area*)

:he Brche* ra o! Idea*) 52$$27) #ulti$atin% a #limate of #ooperation. Re rieved !rom, h p,88333)adap F 2erlin)com8relaunch$1$(8!all2ei*piele8ar 3o rk8*!Pannualrepor 8*!Pannualrepor P$2Puk)p d!

36

4R Even * :rend*e in. even *, con.re**e*, pre** con!erence*, rade *ho3*, e+hi2i ion*, incen ive rip* and li.h *#mphonie* F our even *peciali* * o!!er a !ull reper oire o! *ervice* !or even *, * ar in. 3i h he iden i!ica ion o! he core me**a.e, akin. in even de*i.n and echnical plannin., and culmina in. in *uper2l# or.anized implemen a ion) Bur 4R e+per * are here o .enera e 2road media covera.e !or each even and o en*ure ha he me**a.e and he ima.e* no onl# reach he immedia e audience, 2u al*o leave a la* in. impre**ion on he .eneral pu2lic)

333) h p,88333)*F!)com8

9ha Q A 4R even i* *ome hin. he compan# or.anize* 3hich 3ill .enera e !ree a en ion in he media) 9h#Q I 3ill cau*e !ree pu2lici # and are here!or can help he compan# 2ecome 2e er kno3n and ha can provide ne3 clien *, here!or hi* ver# impor an )

Marke in. communica ion Adver i*in. 5'ince he a.enc# 3a* !ounded %$ #ear* a.o, 'cholz ; <riend* ha* de*i.ned adver i*in. campai.n* !or *ucce**!ul 2rand*) In addi ion o de*i.nin. and producin. adver *, :V commercial* and *pecial adver i*in. !orma *, 'cholz ; <riend* al*o provide* a comprehen*ive ran.e o! media plannin. and media purcha*in. *ervice*)7 'ale* promo ion 5'cholz ; <riend* provide* a

Book, principle* o! Marke in., h p,88333)marke in. eacher)com8le**onF * ore8le**onFmarke in.F communica ion*)h ml h p,88333) hemarke in..u#3hodrive**ale*) com8cra*hcour*e8promi+)h m7

37

!ull ran.e o! promo ional *ervice*, concep *, plannin., de*i.n, implemen a ion, documen a ion and evalua ion)7 4u2lic Rela ion* 5:he re*ource* o! he *peciali*ed 4R o!!ice* in he 'cholz ; <riend* ne 3ork are all !ocu*ed in he 'cholz ; <riend* 4R Group)7 Marke in. 5Even Marke in., Mo2ile Marke in., Re ail Marke in., :elephone Marke in.7

38

S # pro' ct >C D $ &he"atic areas f rther ana%)se'$ the professiona% fie%'

Corporate Co"" nication Rela ed !ield* 3i hin 'cholz;<riend*, Corpora e *ocial re*pon*i2ili # 5C'R7 'pon*orin. In ernal communica ion 4R Gepar men Marke in. depar men Ge*i.n depar men

Rela ed communica ion pro!e**ion*, Marke in. Mana.er 4RF Mana.er

!ar3etin( co"" nication Rela ed !ield* 3i hin 'cholz;<riend*, 'ale* promo ionF di!!eren promo ional *ervice*, *uch a* concep *, plannin., de*i.n, implemen a ion, documen a ion and evalua ion) adver i*emen Marke in. depar men 4R depar men

Rela ed communica ion pro!e**ion*, 4R Mana.er 2rand mana.er Marke in. mana.er, a*k*, o make *ure ha a campai.n 3ill 2e a* *ucce**!ul a* i can 2e)

39

impor an o 2rie! he di!!eren depar men *, moni or he proce** o! a campai.n and compile di!!eren marke in. * ra e.ie* P #%ic re%ations 4ro!e**ion* !ield*,

pu2lic rela ion* *peciali* * communica ion *peciali* * media coFordina or* 4R con*ul an * media rela ion* o!!icer

P #%ic :ffairs 4ro!e**ion* !ield*,

pu2lic a!!air* o!!icer

Interna% Or(anisationa% Co"" nication Girec or o! /uman Re*ource* Bpera ional Mana.er <inance Mana.er Girec or o! corpora e communica ion* IC prac i ioner* and con*ul an *

Interc %t ra% Co"" nication In ercul ural con*ul anc# pro!e**or* Accoun mana.er* ' ra e.ic marke in. <orei.n Corre*ponden In erna ional Bu*ine** Repre*en a ive

40

S # pro' ct .?$ !a3in( a 'raft

41

S # pro' ct ..$ EBp%ainin( the *is a%i;ation process

A* 3e 3an ed o produce a po* er ha i* rela ed o 'cholz;<riend* 3e * ar ed 3i h a #ello3 2ack.round, 2ecau*e hi* i* he de!inin. colour o! he compan#, hi* colour i* in heir lo.o a* 3ell a* all over heir o!!icial 3e2*i e) A! er he deci*ion o! hi* 2ack.round colour 3e cho*e o ake a vi*ual ima.e ha i* de!inin. o he compan#, *o 3e 3en 3i h he *ilhoue e* o! he ci # o! Berlin, 3here he head o!!ice o! ';< i* loca ed) 9e ou lined he pic ure o! he ci # and cho*e o make he *ilhoue e 2lack, 3e did hi* 2ecau*e 2lack and #ello3 in* an l# .ive* a .ra*pin. e!!ec on he po* er, and hi* com2ina ion i* al*o he colour com2ina ion o! 'cholz;<riend*) In addi ion 3e pu a !e3 o! heir main adver i*in. 2rand* on he po* er and a* an e+ ra, mem2er* o! our eam are al*o .oin. o 3ear #ello3 ie8*hir *) A! er de*i.nin. he ma@or concep o! he po* er 3e decided o pu our e+ in po* F i like e+ 2u22le*, *o i 3ould look a 2i like a dra3in. 2oard)

:he con en o! he po* er i* .oin. o con*i* mo* l# ou o! he di!!eren @o2* and !unc ion* ha are in he compan#, a! er all he heme i* orien a ion o he pro!e**ion, and o! cour*e 3e added he in ervie3 3i h he @unior * ra e.# con*ul an o! he compan#) :he pre*en a ion i *el! i* .oin. o 2e mo* l# done 2# one or 3o mem2er* o! he .roup, hi* 3ill *ho3 con*i* enc# and i i* ea*ier !or he people 3a chin. o !ollo3)

42

S # pro' ct .+$ Preparin( Poster Presentation E+ ra ma erial, Brochure* 9ho 3ill 2e doin. he oral pre*en a ion, Emiel /o3 #ou 3ill pre*en #our*el! a* a pro!e**ional eam a he po* er pre*en a ion da#, E1ual acce**or# in he clo he*)

43

References 4:P: St)%e5$

Corneli**en, ") 52$117) #orporate #ommunication& ' %uide to theory and practice. London, En.land, 'AGE 4u2lica ion* L d C'R Ke3* 5n)d)7) (chol) and friends reputation) Re rieved !rom, h p,88c*rFne3*)ne 8direc or#8*pon*or*FandFpar ner*8*cholzF!riend*Frepu a ion

Cu lip, '), Cen er, A), Broom, G) 516?57) Effecti$e public relations. London, 4ren iceF /all) <ill, C) 52$$67) *arketin% communications: interacti$ity+ communities and content. /arlo3, En.land, 4ren ice /all Europe <re#, ') Von /Dl*en, E) ; Euka, M) 52$$27) he Orchestra of Ideas. 'nnual report ,--,) Re rieved !rom, h p,88333)adap F 2erlin)com8relaunch$1$(8!all2ei*piele8ar 3ork8*!Pannualrepor 8*!Pannualrepor P$2Puk)pd! /erlL, M) ; Ru* ema, C) 52$$57) #orporate #ommunication Worldwide. 'n Introduction. Gronin.en, 9ol er* Koordho!!)

/opkin*, L) 52$$-, "ul# -7) 9ha i* in ernal communica ionQ .etter #ommunication /esults) Re rieved !rom , h p,88333)leehopkin*)ne 82$$-8$M8$-83ha Fi*Fin ernalFcommunica ion8

Eo ler, 4) ; Arm* ron., G) 52$1$7) 0rinciples of *arketin%) Ke3 Jer*e#, 4ear*on Educa ion

Murcko, :) 5n)d7) *ultinational corporation 1*2#3) Re rieved !rom, h p,88333)2u*ine**dic ionar#)com8de!ini ion8mul ina ionalFcorpora ionFMKC)h ml

Laurin., ") 52$117) In ercul ural Br.aniza ional Communica ion, :he 'ocial Br.anizin. o! In erac ion in In erna ional Encoun er*) 4ournal of .usiness and #ommunication. (?)%, 2%1V55)

'cholz;<riend* 52$127) (chol)56riends& the Orchestra of ideas) Re rieved !rom, h p,88333)*F!)com8 9ikipedia 52$1%7) *ultinational corporation) Re rieved !rom, h p,88en)3ikipedia)or.83iki8Mul ina ionalPcorpora ion