The world seems to turn a little faster every day. Both geopolitically and economically, events come thick and fast. The sheer volume of news there is to process every day is growing at the same rate as the ability to distinguish the real from the fake and the important from the unimportant is dwindling. What impact does this have on communication and all those whose profession it is to create visibility for companies and organizations? Our experts dare to look ahead: they summarize key trends in public relations and what they mean for communications professionals.
Eduard Weber-Bemnet
On the offense: Stakeholder management in the German public sphere will have to become more proactive.
Corporate as well as public institutions furthering infrastructure development in Germany are confronted with a changing public: Administrative proceedings are increasingly challenged and trust in democratic representatives is declining. While large-scale development projects in the transportation and energy sector as well as the utilities industry used to be discussed, negotiated, and decided by public representatives and interest groups in a set moderated process, today open dissent and public outrage need to be taken into account. A new, rougher culture of debate and protest emerged amidst socio-political disputes about the cost of climate change and climate action, economic downturn, inflation, and a toxic geopolitical environment. Therefore, anyone planning to intervene in the public sphere in Germany must intensify communication, proactively addressing the needs and concerns of all stakeholders.
More on stakeholder management and construction site communication here.
Christian Hildebrand
Community management in the real estate sector: Community promotion is becoming a success factor.
In real estate marketing, the integration of community management into location development is no longer just innovative, but essential. A strong, committed community significantly increases the attractiveness of a location, which leads to stronger demand and thus also an increase in value. Understanding and meeting the needs of residents is of crucial importance. Actively engaging with tenants, gathering feedback and taking on board suggestions can improve services and, in turn, strengthen social sustainability and a sense of community. Real estate developers and managers should therefore consider community building and management as an integral part of their strategy to ensure the long-term success of their property.
Willi Cornel
Sustainability reporting is differentiating itself: One medium becomes many.
With additional legal obligations, ESG reporting will become more formal and data-based: The new Corporate Sustainability Reporting Directive (CSRD) is intended to increase the transparency and binding nature of sustainability information and, above all, allow financial market participants to make better assessments. For others, however, such reporting based on required data points is at the expense of readability and story. The consequence: companies will be confronted with the challenge of reaching their respective target groups, both internally and externally, in other ways and with other stories – no longer via a central “report” medium. Sustainability communication must become more differentiated, decentralized and target group-oriented if it is to be effective and beneficial for the company.
More on the expansion of reporting obligations and new regulations here.
Manuel Klumpp
The human factor: communication at eye level is becoming more important than ever.
As artificial intelligence, computer-generated content and automated services are playing an increasingly important role, it is vital for external and internal corporate communications to link narratives, messages and values to real people and stories. After all, people tend to identify with other people. They look for role models, comrades-in-arms, advisors and even adversaries – and this is difficult to find in abstract structures and automated processes. A direct, personal approach and genuine communication at eye level creates a deeper connection. This makes people feel taken seriously, builds trust and increases their willingness to follow relevant brands and companies.
Christina Weninger
The new social currency: Authenticity becomes key in social media communications.
With artificial intelligence on the rise, authenticity becomes a key ingredient for successful social media communication. In 2023, fake news and bot content have flooded our social feeds in an unprecedented quantity: Creating mass content – or rather: creating bots that create mass content – has become very easy. Consumers are catching on, beginning to question everything they see online. Thus, communication experts and marketers will not only have to think of new ways to get through to their target audience but also convince them that what they show them is true. Whether they use labels for content created without artificial intelligence or create campaigns centered around unfiltered live communication – countering the artificial wave will challenge social media experts in 2024.
Julia Breitmoser
Changing corporate culture: Language is increasingly becoming a productivity factor.
As companies increasingly tap into global talent pools, culturally sensitive and non-discriminatory language is at last getting the attention it deserves. It is not enough to view diversity purely as a recruitment issue. Rather, companies need to go through a process of transformation to create a working environment that is truly inclusive and productive for all. To effect change, rethinking corporate language is key. With a heightened awareness of linguistic nuance and cultural references, corporate communications need to embrace, visualise, and promote diverse perspectives. This shift is not only a legal and ethical imperative; it is a fundamental aspect of creating a cohesive, respectful, and effective working culture that leverages the full potential of its diverse workforce. Only those who genuinely commit to eliminating marginalisation will be able to enhance innovation, team dynamics, and overall organisational success.
Regina Bruschke
Diversity matters: Corporate communicators in Germany need to take a stance.
Amid the growing debate about a woke culture in Germany, companies operating in the German market are well advised to revise their stance on matters of diversity. A clear set of corporate values becomes more important than ever as a socio-critical and politically active Gen Z is transforming both the job and consumer market, openly demanding a non-discriminatory workplace and focusing their spending on brands that reflect their social and political beliefs – rejecting companies that treat diversity as a mere marketing strategy. At the same time, diversity measures such as gender-neutral language or affirmative hiring criteria increasingly create backlash, triggering controversial public debate and outrage. The topic is emotionally charged. Companies can easily find themselves in tricky situations, which are best navigated with a strong positioning and a corporate culture that can withstand critique without wavering.
