The modern concept of communication and public relations is moving away from simple principles of cause and effect. There are several reasons for this:

Communication channels have become markedly more complex due to the Internet and social media but also because of changes in the traditional media environment. All channels must be equally well understood strategically and managed adroitly with all available techniques and tools.

Moreover, the conviction – first voiced in the English-speaking region – that communication via whatever channel must achieve more than “just” influencing the state of knowledge, opinions and actions of target audiences (one-way action) is increasingly gaining momentum as well. High-quality communication solutions more and more frequently address management processes within the company and optimise all interfaces of communication.

This state-of-the-art “integrated communication 2.0” is about focusing communication, management and marketing in one integrated relations management package that offers optimum solutions for concrete corporate strategy-related tasks while involving all external and internal stakeholders.