Expert Work Group Communication Controlling

The Expert Work Group pursues the following objectives:

• Definition and further development of a set of methods for communication controlling
• Ensuring the applicability and practical relevance of these methods
• Connectivity of the methods to relevant communities – also internationally

We work on two levels of action:

1. Strategic level: Objectives and management of corporate communications in the context of strategic corporate processes
2. Functional level: optimization and evaluation of individual communication measures and campaigns

The unifying element is the impact level model (2009), which is now regarded internationally as the benchmark for communication controlling.

Areas of application:

1. Supporting strategy processes, e.g. in stakeholder management or brand management
2. Evaluation and performance measurement of communication measures – for systematic comparability and transparency

We work on both strategic and functional topics in regular group meetings. Our work is based on a process and role model that enables clear responsibilities and performance measurement:

• Strategic: Involvement of Corporate Communications in cross-functional processes such as brand management and stakeholder management.
• Functional: Responsibility for communication campaigns, internal communication, social media and other communication disciplines.

• The impact level model (2009) – an internationally recognized standard
• The basic model for communication controlling (ICV Statement, 2010)
• Collaboration on the “Modern value orientation” guidelines (2015)
• Publications and contributions to symposia and conferences

• Strategic: Link to integrated reporting, investor relations and external reporting
• Functional: Development of internationally comparable key figures for communication channels and disciplines (e.g. AMEC, IPR)

The Expert Work Group meets three times a year for one and a half days (Thursday evening and Friday) at companies in Germany, Austria or Switzerland.

• Contents: Lectures, further development of models, exchange of experience.
• Working groups work on specific projects between meetings.

We work closely with the German Public Relations Association (DPRG) and the Public Relations Association Austria (PRVA).