For 40 percent of the respondents means this development, they need to produce significantly more content than previously, a good quarter even longer working hours. Interestingly, 84 percent of journalists specify – despite economic crisis, loss of circulation, pressure to adapt and job insecurity – that content and to a good extent even more satisfied are with their work. Moreover, more than 39 percent of the respondents feel the quality of their editorial output as high-quality. While every fifth sees a deterioration in the quality of journalistic in its editorial, half of the respondents by starvation, however, expects a general lack of quality. Nearly 60 per cent of the interviewed journalists estimate that the number of print media will diminish significantly.
Good half believes that social media will contribute to a new media landscape, with 40 per cent in the future believe in the importance of established media brands. The communication work of the companies experienced similar metamorphoses. The classic car Castle, which formerly made between himself and the public companies, gets not only cracks, in many cases it is completely eliminated,”Handelsblatt editor Chris Baker writes. Social media is one of the major challenges for the economy. The classic one-voice policy is this ad absurdum”, says Thomas Voigt of the mail order company Otto to the Handelsblatt. You must do it, that there is not just an opinion, but a conglomeration of voices. In cases the consciousness would be missing in German companies. There, probably still the longing floats after the halcyon days of autocratic information policy over the heads of many managers.
This time is also without Twitter, Facebook and co. already long gone. So, the world of the Internet no longer works for ten years. Who sees the intranet within the company is still as pure preaching organ for the Board of Directors, is overwhelmed by the possibilities of the medium. Even in a dictatorial intranet – your may our proclamations read, but talking in the Office about it”- evolve the conversations in the market. The Board of o.tel.o believed at the end of the 1990s (a Challenger of Telekom was times…), with the intranet, we could control only the information, to be approved by the Communications Department. The company with the BackWeb product had”introduced electronic agents, where every employee was private information menu could – set with external and internal channels. Agent technology, you could automatically search for specific content in the intranet and Internet. These included messages from press agencies. Nevertheless, the o.tel.o Board of Directors wanted to make certain agency messages about sale rumors not in the intranet. “Justification: that could unsettle the employees”. The electronic agents took over the job and the o.tel.o staff was confused, why the messages directly from the internal communications were distributed and commented on by the Board of Directors. There also were among the Chief Communications Officer in large corporations large concerns against the o.tel.o anarchy in the intranet. A representative for a large Frankfurt Bank (…) was his monopoly on information. “Since it was not surprising that in its staff magazine of his financial House Chief grinning was pictured with baton with the loving caption: xy specifies the clock”. And the PR Manager of a telecommunications company was dumbfounded that they dubbed their internal propaganda clasps as anachronistic. The resolute Lady had a fondness for company anniversaries, puzzles corners and passport-sized photos of their overweight Chairman with double chin.