Communication between fake news and cancel culture: Does it still feel rewarding?

The highest asset in communication is credibility. And credibility is achieved solely through authenticity. Not pretending, staying true to oneself, having a stance: The company sets the direction and sticks to it, even when a proverbial storm might arise.

Shitstorms are now part of public relations. Anyone who opens communication channels must expect not only positive feedback. It is important to listen: Where is the pain of the people? And what is the stance of the company? Those who have a stance will answer this question, adapt, or counter with solid arguments.

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Do businesses and companies, in particular, have to accept being insulted online?

We commit ourselves to certain standards in many areas. Some are even legally regulated; consider press law. Why don’t the regulations established there apply equally to everyone? What is prohibited for publishers is allowed on a platform. Personally, I find this unfair. We need the same rules for all actors in public communication.

This is even more important as speed becomes crucial in communication and, in many cases, already is. Media channels will diversify, contributions will become shorter. The attention span of recipients is already significantly decreasing. And there is a growing demand for entertainment: Infotainment is the buzzword – with increasingly less "info" and more entertainment content.

How can one succeed in this competition for attention?

Relevance, credibility, authenticity. And: Localising as much information as possible. An example: I want and need to set the communication line from Munich. But how the concrete implementation looks in the 27 European locations is largely decided by the colleagues on-site. They are the experts in their region.

Messages with local colour resonate better. This is also because, in a globalised world, people are increasingly focusing on their immediate surroundings. What is relevant to me locally? How does this information affect my life? Do I know the sender of the message, are they credible? Those who can provide good answers to these questions will win.