Womit wir uns heute beschäftigen. Instrumente und Formate für die Kommunikation von Netzwerken: Pressearbeit Öffentlichkeitsarbeit Website Politische.

Präsentation zum Thema: "Womit wir uns heute beschäftigen. Instrumente und Formate für die Kommunikation von Netzwerken: Pressearbeit Öffentlichkeitsarbeit Website Politische."—  Präsentation transkript:

1

2 Womit wir uns heute beschäftigen. Instrumente und Formate für die Kommunikation von Netzwerken: Pressearbeit Öffentlichkeitsarbeit Website Politische Kommunikation Storytelling

3 Pressearbeit

4 2. Relevanz, Relevanz, Relevanz. Die Nachrichtenwerte müssen stimmen.

5 Was Medien wirklich interessiert. Nachrichtenwerte Emotionen Prominenz Konflikt Nähe Neuigkeit/Aktualität Kuriosität

6 Basispressearbeit – ein paar Grundregeln. Pressemitteilung/ Hintergrundmaterialien Pressefoto Presse-Event Pressekonferenz/ Pressegespräch

7 Die Pressematerialien. Ein paar Grundregeln: Relevanz, Relevanz, Relevanz – Nachrichtenwerte beachten Die sechs W`s (Wer, Was, Wann, Wie, Warum, Wo) bedenken Vom Journalisten/Leser her denken Kurze, verständliche Texte formulieren Zitate einbauen, auf Bildmaterial verweisen

8 Die Pressekonferenz. Ein paar Grundregeln: Relevanz, Relevanz, Relevanz – Nachrichtenwerte müssen stimmen Klare Botschaften formulieren Prominente Partner einbinden Die informelle Alternative: das ungezwungene Pressegespräch

9 Das Pressefoto. Ein paar Grundregeln: Menschen schauen auf Menschen Viele Menschen verderben das Foto – darum „pars pro toto“, ein Teil steht für das Ganze Bildaussage muss stimmen Aktualität hilft, maßloses Branding nicht

10 Die Arktis schmilzt in Berlin.

11 Kabinettssitzung unter Wasser. 11

12  Suchen Sie sich passende Redakteure: Welches Medium ist interessant?  Erzählen Sie die Geschichte Ihres Netzwerke: Greifen Sie zum Telefonhörer oder sprechen Sie Redakteure auf Veranstaltungen an. Bieten Sie entsprechende Interviewpartner an. Bieten Sie einen Blick hinter die Kulissen der Netzwerke (Best Practices).  Verfassen Sie eine zusammenfassende E-Mail nach dem Gespräch.  Wichtig: Klären Sie alles vorab mit allen Beteiligten - auch in Bezug auf Gesprächspartner und Bildmaterial. Weitere Formate. Die direkte Ansprache.

13  Auch hier gilt: Zunächst die passenden Redakteure finden. Diese können in einem Verteiler zusammengefasst werden. So können langfristig Kontakte entstehen.  Versenden Sie Pressemitteilungen zu bestimmten Meilensteinen wie Netzwerkerfolgen, neuen Partnerschaften, neuen Projekten.  Wichtig: In eine gute Pressemitteilung gehören Zitate, Fakten, Ansprechpartner und der Verweis auf Bildmaterial. Weitere Formate. Die indirekte Ansprache.

14  Netzwerkpartner können anbieten, gemeinsam die Redaktion des Mediums besuchen.  Wichtig: Bei Redaktionsbesuchen können „hinter den Kulissen“ neue Informationen vermittelt werden – bspw. auch ein Blick in die Zukunft. Achten Sie hier auf die Sprachregelung. Redaktionsbesuche.

15 Kommunikatives Potenzial von Netzwerken Mit Storytelling wirkungsvoller kommunizieren

16 Öffentlichkeitsarbeit

17 1 2 3 4 Eine Toolbox (z.B. mit abgestimmten Inhalten, aussagekräftigem Bildmaterial, klaren Botschaften, Adressen) erleichtert die Erstellung von zahlreichen Materialien wie Texte, Flyer etc. Viele Materialien können und sollten individualisiert werden. Speziell für Veranstaltungen und Medienanfragen sollten die Materialien aktuell sein. Die Webseite ist oft der erste Kontaktpunkt. Aktualität ist hier besonders wichtig.

18 Es gibt sie nicht, die allgemeingültigen Regeln für das Internet.

19 Aber es gibt ein paar praktische Tipps. Knackige Einstieg in Texte wählen, Headline muss ohne Kontext funktionieren Überschriften müssen auf verschiedenen Endgeräten lesbar sein Kurze, verständliche Texte formulieren Aktualität bieten, regelmäßig neuen Content publizieren (Themenplan) Keinen Text ohne aussagekräftiges Bild einstellen Videos einbinden Dialogformate / aktivierende Formate bieten Nutzen vermitteln, z.B. durch Rankings, Ratgebertipps Bildergalerien auf der Startseite laden zum Verweilen ein Kontext-Verlinkung, damit die Leser auf der Seite bleiben Verlinkung mit relevanten Partnern

20 Politische Kommunikation

21 Anknüpfungspunkte der Netzwerke für politische Kommunikation.

22 Mit Storytelling wirkungsvoller kommunizieren.

23 Kommunikation braucht mehr Geschichten. NEW VOLKSWAGEN GOLF R MAKES ITS U.S. DEBUT AT THE 2014 NORTH AMERICAN INTERNATIONAL AUTO SHOW Jan 8, 2014 Most powerful production Golf ever for the North American market New car has an estimated 290 horsepower, but is more fuel efficient than previous Golf R EA888 TSI® 2.0-liter engine propels DSG® equipped Golf R from 0 to 62 mph in 4.9 seconds Car features new 4MOTION® all-wheel-drive system Golf R will go on sale in the U.S. in the first quarter of 2015 Herndon, January 8th, 2014 — The North American International Auto Show will see the U.S. debut of the latest Golf R, the most powerful version of the Golf ever to be sold in this market. With an estimated 290 horsepower, the new Golf R has 34 hp more than the previous version, which was sold as a 2013 model. Despite the additional horsepower, the new R model is expected to be considerably more fuel-efficient than its predecessor with a manufacturer estimated highway fuel economy rating of 31 mpg with the six-speed manual transmission, up from 27 mpg. Like all three previous Golf R models, the new model transfers its turbocharged power to the road via a permanent all-wheel-drive system; in this case, the latest version of the 4MOTION® system with a fifth-generation Haldex® coupling. To ensure great chassis dynamics, there’s a new sport suspension, the “progressive” variable-ratio steering system, and a stability control system ("ESC Sport") which can now be deactivated for track driving. Other highlights include the optional DCC dynamic chassis control system. Equipped with a six-speed manual transmission, the Golf R will reach 62 mph from rest in 5.3 seconds, an improvement of 0.4 seconds over the old car; with the six-speed DSG® dual-clutch automatic transmission, the car completes the sprint in just 4.9 seconds. The new Golf R is equipped with an extensive package of exclusive features. Along with specially designed bumpers, side skirts, and 18-inch aluminum-alloy wheels, the Golf R can also be visually distinguished from the GTI by details such as standard Bi- Xenon headlights with newly designed LED daytime running lights (in a dual-U design) and a two-branch exhaust system with four chrome tips. Inside, the Golf R underlines its position as the flagship of the model range with sport seats with leather seating surfaces, a leather-wrapped three- spoke sport steering wheel, ambient lighting, and R-specific instrumentation. The most powerful and fuel-efficient Golf R will be launched in the U.S. in the first quarter of 2015 in four-door form only. High-tech turbocharged engine The Golf R has an even more advanced version of the EA888 four-cylinder turbocharged and direct-injection TSI® 2.0-liter engine that’s fitted to the new Golf GTI. The engineers boosted power to an estimated 290 hp, delivered at 5500 rpm, thus creating one of the most powerful four-cylinder production engines in the world. Maximum torque has been increased to 280 pound-feet, available over a broad speed band from 1800 to 5500 rpm. To attain this output, the Golf R model’s 1984-cc engine was subjected to a motorsports-style development program. The following components were modified or completely redesigned compared to the GTI engine: the cylinder head (together with exhaust valves, valve seats, and springs), pistons, high- pressure injection system, and turbocharger. The Golf R model’s EA888 series engine has innovative engineering solutions such as water-cooled exhaust gas channels running through the cylinder head to the turbocharger to help efficiently reduce full-load fuel consumption. Thanks to its new fully-electronic coolant control system, the Golf R TSI engine has much more efficient thermal management with a reduced warm-up phase that reduces frictional losses and fuel consumption. In addition, the TSI engine has variable valve timing on the intake and exhaust sides, as well as two-stage exhaust-valve lift. This helps enable optimal control of the charge exchange process for better performance, fuel economy, and lower emissions. 4MOTION all-wheel-drive system The Golf R has always used 4MOTION permanent all-wheel drive. Using refinements such as the Haldex 5 coupling, the latest-generation 4MOTION system is activated before any wheelspin occurs, helping eliminate nearly all traction losses. The system achieves this by using an advanced control function based on specific driving conditions. When operating under a relatively low load or when coasting, the front wheels are driven and the rear wheels are decoupled, helping to save fuel. However, the rear wheels can be engaged in fractions of a second whenever necessary via the Haldex coupling, which is activated by an electro-hydraulic oil pump. A control unit continually calculates the ideal drive torque for the rear wheels and controls how much the multi-plate clutch should be closed by activating the oil pump. The oil pressure increases the contact pressure at the clutch plates in proportion to the torque desired at the rear axle. So, the amount of pressure applied to the clutch plates can be used to continuously vary the amount of torque going between the front and rear wheels. If necessary, nearly 100 per cent of the drive torque can be directed to the rear wheels. In addition to the Haldex coupling that acts longitudinally, four electronic differential locks (EDS) that are a function of the electronic stability control system act laterally. The system briefly brakes a wheel that is slipping, enabling uninterrupted and stable transfer of drive power to the wheel on the opposite side. In addition, the Golf R is equipped with the XDS® cross differential lock at the front and rear. The latest version, known as XDS+, applies this functionality to a larger range of dynamic performance, helping make the vehicle more agile. When the car is being driven at highway speeds, brake pressure is applied to the inside wheel to help restore optimal traction as soon as the electronics detect excessively light loads. XDS+ thereby operates like a limited-slip differential and thus compensates for understeer during faster cornering. The new Golf R is equipped with "ESC Sport" as standard. The system is activated by a two-stage switch on the center console. When the driver presses this switch briefly, Electronic Stability Control (ESC) switches to the "ESC Sport" mode. In very fast driving on a race track, the ESC system has a higher threshold in this mode. When the ESC button is pressed for longer than three seconds, the system is fully deactivated for high-performance track driving, a feature that is available only on the Golf R. Chassis features The Golf R features a sport suspension setup that is specifically tuned to the car. Compared to the base Golf, the ride height was dropped by 0.8 inches, which makes the Golf R lower by 0.2 inches than the GTI. In the Golf R, the strut-type front suspension has a newly developed lower control arm and the multi-link rear suspension was enhanced with different tuning of the toe-link bearings. The engineers designed the running gear of the new Golf R for maximum driving fun combined with extraordinary stability and good long-distance comfort. Compared to the previous model, steering response was improved thanks to the new “progressive” variable ratio steering rack. In addition, maximum attainable cornering speeds were significantly increased and understeer all but eliminated. With progressive steering, there are 2.1 turns of the wheel (380 degrees) from lock to lock, compared with 2.75 turns (500 deg) for less powerful Golf models. The new steering operates with a progressive gear ratio, perceptibly reducing steering effort in maneuvering and parking. On country roads with lots of bends, the experience is enhanced because the steering is more direct. The new Golf R can be ordered with the second-generation DCC dynamic chassis control as an option. DCC offers three driving modes: ‘Comfort’, ‘Normal’, and ‘Sport’, which are selected and displayed via the center console touchscreen as part of the “Driving Profile Selector” functionality. In “Sport” mode, the dampers are stiffened for more agile handling. The DCC system adaptively controls the damper valves via a further developed and refined control algorithm. DCC takes input signals from wheel displacement sensors and accelerometers as well as vehicle information from the Chassis-CAN bus to compute these values and adaptively adjust the optimal damping force. Moreover, damping forces are selectively applied to the four wheels individually. With the new generation of DCC, it is now possible to independently vary rebound and compression damping while cornering. Race mode. The Driving Profile Selector has three programs in the Golf R, and four in conjunction with DCC: "Normal", "Individual", and a "Race" mode that has been specially designed for the Golf R. In combination with DCC, "Comfort" mode is also available. All modes were specifically tuned for the Golf R. In “Race” mode, which is designed for high-speed track driving, damping is increased and engine response and the shift points of the DSG transmission are configured to be even sportier. In the "Individual" driving profile, the driver can combine mode settings for various individual parameters. Brakes. The Golf R has the uprated brakes from the GTI Performance model. At the front, the car has 13.4-inch diameter vented discs that are 1.2 inches thick, while the rear rotors are 12.2 by 0.9 inches. The black brake calipers have the R logo on them. Up front, the brake pistons are 2.4 inches in diameter and are 1.7 inches at the back. Heute Text Information Announcement Morgen Bild / Film Emotion Geschichten

24 Warum Storytelling?  Der Mensch ist ein erzählendes Wesen. Wir teilen seit über 25.000 Jahren Geschichten – von Generation zu Generation.  Geschichten sind die Basis unserer Informationsvermittlung, -verarbeitung und -weitergabe.  Unser Gehirn hat erlernte Muster, mit denen es Geschichten wahrnimmt und verarbeitet.  Geschichten wecken Emotionen.  Geschichten rufen Bilder hervor.  Geschichten sind unterhaltsam.  Geschichten referieren auf unsere Erfahrungen.  Geschichten zielen auf unser Unterbewusstsein.  Geschichten verankern Informationen.

25  „Attention Economy“: Alle Akteure streben nach Aufmerksamkeit.  Der Markt für „Geschichten“ wächst: Blogs & Social Media, Qualitäts-, Meinungs-, Bild- & Investigativjournalismus ….  Weiterentwicklung von PR & Öffentlichkeitsarbeit sowie Marketing: Die vermittelten Inhalte stellen nicht Produkte, Institutionen, oder Unternehmen in den Mittelpunkt. Es geht um Geschichten. Warum Storytelling?

26 26 | Jede Geschichte hat einen Helden. Jede Geschichte braucht einen Grund erzählt zu werden. Jede gute Geschichte weckt Aufmerk- samkeit. Jede gute Geschichte ist viral. Fünf Bausteine zu einer guten Geschichte. Jede gute Geschichte beginnt mit einem Konflikt.

27 Deichgrafen https://www.youtube.com/watch?v=AJtQIyiFtVM

28 BUND: Tree Concert https://www.youtube.com/watch?v=Ca8hDssb Hno

29 Hier steht eine Headline Lorem Ipsum Dolor sit amit Consectur Lorem Ipsum Dolor sit amit Consectur Lorem Ipsum Cornelia Göbel Director goebel@365sherpas.com Vielen Dank!