DHL Guest Lecture - Communications Management for Global Player

Question 1

Describe the classical paradigm of corporate communications

Answer 1

Characterised by the Lippmann-Universe
- society & organisations are 2 disinct spheres
- public & published opinion almost identical
- opinions aggregated in orgs and published via media
channels
- media scarcity limits effectiveness of fake news and
conspiracy theories

Question 2

Describe the postmodern paradigm of corporate communications

Answer 2

Characterised by Hyper transparency
- high permeability of communications between society
& organisations
- easy opinion aggregation through “liking/sharing”
- public and published opinion diverge significantly
- occurrence of fake news & opinion bubbles

Question 3

Describe the generation X and its focal point

Answer 3

(born 60s to early 80s)

• hermetic (western) value systems
• anxiety and focus on performance
• –> focal point: prosperity

Question 4

Describe generation Y and its focal point

Answer 4

(80s to end of 20th century)

• open value system
• opportunities & confusion
• –> focal point: orientation

Question 5

Describe generation Z at its focal point

Answer 5

• fragmented value systems
• longing for true experiences
• –> focal point: resonance

Question 6

What are Megatrends of the 21. century regarding politics, economy and society?

Answer 6

Politics: G-Zero world (vacuum of power)
Economy: Globalisation
Society: Digitalisation

Question 7

How can all of these trends be characterised?

Answer 7

VUCA

• Volatile
• Unsecure
• Complex
• Ambiguous

Question 8

What is a new way of communicating for corporations?

Answer 8

through Corporate communications & corporate responsibility

Question 9

How can a company build stakholder capital?

Answer 9

1.) Reputation –> by creating company significance
(through mass communication & big numbers)

2.) Bonding –> giving stakeholder feeling of relevance
(through conversations & small numbers)

Question 10

Name the success factors of postmodern communication

Answer 10

1. ) Significance & Relevance
2. ) Big Data & Small Data
3. ) Strategy & Agility

Question 11

Name examples how the DP DHL Group is creating Significance & Relevance!

Answer 11

Significance

• Global connectedness index (book)
• Logistics Newsroom (online)
• Giving out 7000 post cards at RE: REPUBLICA

Relevance

• White book of Public & Private Partnerships
• Digital influencer program

Question 12

Explain how the DP DHL group is handling Big Data?

Answer 12

Through 360° issues monitoring in data center
- analysis of 45 000 results a day (with linkage to other
logistics providers, social media accounts and different
languages)

Question 13

How does the DP DHL group handle Small Data?

Answer 13

Through Materiality analysis
- based on relevant topics from internal and external
stakeholder surveys

Question 14

What is the DP DHL Groups communications management based on and what are its 5 steps?

Answer 14

Based on Big Data enriched by Small Data

1. ) Gaining insights
   
   • -> (big data analysis/stakeholder surveys)
2. ) Preparing agenda
   
   • -> (through dialogue from internal/external surveys)
3. ) Setting agenda
   
   • -> (defining opportunities & dialogue)
4. ) Reporting
   
   • -> (on analysis results)
5. ) Engagement
   
   • -> (gaining relevant information and understanding expectations through dialogue)