[et_pb_section fb_built=”1″ _builder_version=”4.16″ custom_padding=”0px||0px|||” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row column_structure=”2_3,1_3″ module_class=”reverse-columns-mobile” _builder_version=”4.16″ custom_padding=”0px|||||” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”2_3″ _builder_version=”4.16″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.25.1″ global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.16″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.25.1″ text_font=”roboto-regular||||||||” text_text_color=”#003a7c” custom_margin=”||0px||false|false” custom_margin_tablet=”||15px||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|tablet” global_colors_info=”{}” theme_builder_area=”post_content”]Credits: Mittelstand-Digital Zentrum Bremen-Oldenburg, 3F Kommunikation[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ custom_padding=”0px||0px|||” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row column_structure=”2_3,1_3″ _builder_version=”4.16″ custom_padding=”0px|||||” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”2_3″ _builder_version=”4.16″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/www.logistics-pilot.com\/wp-content\/uploads\/2023\/02\/Janina-Kovacs_500px.png” title_text=”Janina-Kovacs_500px” align=”center” _builder_version=”4.25.1″ custom_margin_tablet=”” custom_margin_phone=”25px||||false|false” custom_margin_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.25.1″ header_3_text_color=”#002e5b” text_orientation=”center” custom_margin_tablet=”” custom_margin_phone=”||40px||false|false” custom_margin_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
Janina Kovacs <\/strong>is head of press relations and marketing at the Mittelstand Digital Centre Bremen-Oldenburg and is responsible for all communication issues.[\/et_pb_text][et_pb_text _builder_version=”4.27.0″ hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]LOGISTICS PILOT: What require-ments do companies have to fulfil in their external communications to be considered good at press relations?<\/p>\n Kovacs: <\/strong>Good press relations consist of many things, starting with the classic tools of the trade, such as the formalities I need to observe when writing a press release, through to continuous planning using an editorial plan, distribution via e-mail or press portals and follow-up. My advice to companies is to stay authentic. In other words, feel free to report on your milestones, but don’t overdo it. It doesn\u2019t inspire much confidence and may even be counterproductive. Editors don\u2019t want to receive \u201cadverts\u201d that they first have to rewrite \u2013 they don\u2019t have time for that. It\u2019s better to keep your publications short, informative, understandable and relevant. Also build up a network of direct media contacts. <\/p>\n Pfeiffer: <\/strong>Good press relations are understood for what they are \u2013 a strategic component of corporate communication. This doesn\u2019t involve writing press releases about a company\u2019s anniversary, which is often associated with exaggerated expectations of public perception. It\u2019s the result of a concept that integrates location, economic and socio-political issues and makes clear what a company stands for.Good press relations work also consists of a continuous, committed dialogue with all the reference groups that are relevant to the company and its market. In this context, it does not only address existing and prospective customers, rather also investors, business partners, political bodies and decision-makers. Particularly in the case of publicity-sensitive topics such as the establishment of new logistics centres, good press work can pave the way for success. Companies need to remember their employees \u2013 before news leaves the company, it should already have been communicated internally.<\/p>\n LOGISTICS PILOT: Has digitalisation changed communication and press relations? What is social media\u2019s role in this?<\/p>\n Kovacs: <\/strong>In our globalised and techno-logically connected world, social media has become a powerful communication tool that enables most companies to reach target groups directly and send them messages quickly. However, success requires expertise and a willingness to keep learning as technologies evolve rapidly. While yesterday we were still learning which social media platform is right for our own company, today we\u2019re asking ourselves how we can use social media to reach specialists and young professionals from Generation Z. Tomorrow, PR managers will also have the task of understanding ChatGPT and using it efficiently. That is a lot in day-to-day business, of course. Fortunately, there are support services such as the Mittelstand Digital Centres, which provide companies with information free of charge.<\/p>\n Pfeiffer: <\/strong>Social media is an indispensable component of successful press and public relations work. Using platforms such as LinkedIn, relevant, professionally created content can achieve a level of reach that print media can only dream of. This not only makes communication faster and more direct, but also more responsible because the reactions to every post are immediate. For me, expressive contributions from CEOs, ones that touch a nerve, are some of the best tools in the communication mix. They convey attitude and personality and make an important contribution to positioning top management.[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ module_class=”dtb-sticky” _builder_version=”4.16″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_sidebar area=”et_pb_widget_area_7″ show_border=”off” admin_label=”Werbung Startseite \/ Artikel” _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_sidebar][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ prev_background_color=”#ffffff” _builder_version=”4.23.1″ background_enable_color=”off” use_background_color_gradient=”on” background_color_gradient_stops=”rgba(0,58,124,0.13) 0%|#ffffff 100%” background_color_gradient_start=”rgba(0,58,124,0.13)” background_color_gradient_end=”#ffffff” custom_padding=”0px||0px|||” top_divider_style=”waves2″ top_divider_height=”55px” top_divider_flip=”horizontal” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row column_structure=”2_3,1_3″ _builder_version=”4.21.0″ custom_padding=”114px||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”2_3″ _builder_version=”4.16″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.25.1″ custom_margin=”||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]LOGISTICS PILOT: Will AI systems replace human interaction in the long term? <\/p>\n Kovacs: <\/strong>Artificial intelligence is a megatrend that creates incredible opportunities for all of us but also raises many questions. Can it replace human interaction in the long term? The answer probably varies depending on the person and the area of expertise. For me, personal contact, empathy and emotional intelligence remain the basis of communication and human interaction. <\/p>\n Pfeiffer: <\/strong>The question should rather be \u201cHow human can AI become?\u201d AI still produces a lot of what are known as \u201challucinations\u201d \u2013 content that seems convincingly formulated but lacks any verifiable basis. Anyone who conducts a dialogue based on AI-generated fake news loses the greatest asset of our time \u2013 credibility. It\u2019s more like the success story of the smartphone in that AI isn\u2019t replacing interpersonal interaction, rather it\u2019s opening up new ways of communicating that are fantastic. (bre)<\/em>[\/et_pb_text][et_pb_text _builder_version=”4.25.1″ header_3_text_color=”#002e5b” text_orientation=”center” custom_margin_tablet=”” custom_margin_phone=”||40px||false|false” custom_margin_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Reinhard Pfeiffer <\/strong>With his agency 3F Kommunikation, the journalist has been providing content for companies\u2019 press and public relations work for over 20 years. [\/et_pb_text][et_pb_image src=”https:\/\/www.logistics-pilot.com\/wp-content\/uploads\/2023\/02\/Reinhard-Pfeiffer_500px.png” title_text=”Reinhard-Pfeiffer_500px” align=”center” _builder_version=”4.25.1″ custom_margin_tablet=”” custom_margin_phone=”25px||||false|false” custom_margin_last_edited=”on|phone” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_3″ module_class=”dtb-sticky” _builder_version=”4.21.0″ global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ prev_background_color=”#ffffff” _builder_version=”4.16″ background_enable_color=”off” use_background_color_gradient=”on” background_color_gradient_stops=”rgba(0,58,124,0.13) 0%|#ffffff 100%” background_color_gradient_start=”rgba(0,58,124,0.13)” background_color_gradient_end=”#ffffff” custom_padding=”0px||0px|||” top_divider_style=”waves2″ global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_section][et_pb_section fb_built=”1″ fullwidth=”on” _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" It is not just the rules and channels of public communication that are changing at breakneck speed, but also the demands placed on companies. Janina Kovacs from the Mittelstand Digital Centre Bremen-Oldenburg and Reinhard Pfeiffer, owner of the Bremen PR agency 3F Kommunikation, provide guidance through the \u201cjungle of the best possible public image\u201d.<\/p>\n","protected":false},"author":10,"featured_media":66414,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[297],"tags":[],"class_list":["post-66547","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-point-of-view-en"],"yoast_head":"\n\u201cAI can\u2019t assume responsibility for its mistakes nor instill trust.\u201d<\/h3>\n