This is what modern communication in companies looks like

External communication was the topic of the alumni talk organized by the ZU Alumni Office for students in March. The students and employees in attendance not only gained insights into the communications industry, but the talk also covered the requirements that students should have for a potential career in corporate communications.

During the talk, the participants gained exciting insights into the communication strategies of companies such as Ferrero and received tips for possible career starts in the field.

"It would be wrong to expect a classic 9 to 5 job in the communications industry. You don't need routines as much as an interest in new topics, political skills and a basic analytical understanding," said Sascha Schmidt, Senior Consultant Strategy at the Schindler Parent agency in Meersburg and former CCM Bachelor's and Master's student. With a wealth of knowledge in the field of corporate communications, he offered those present a multi-layered insight into his work and spoke about the challenges, opportunities and diversity that the communications industry brings with it.

Schmidt also emphasized the importance of creativity, a certain tenacity and the ability to look beneath the surface for a successful career in the field.

Schmidt praised ZU for its broad-based degree program, which provides a solid foundation for working in communications, and emphasized the formative role the university has played in his own career. "ZU does this very elegantly. With the generalist training, it gives you everything you need as a foundation. Everything else then comes through experience."

Xenia Raad, Corporate Communications Manager at Ferrero in Frankfurt and also a former CCM student, spoke about the changes in the communications industry, particularly as a result of new trends such as influencers and artificial intelligence. As an employee of a family business with more than 45,000 employees worldwide, she shared insights into the diversity of her tasks and projects such as "Kinder joy of moving". Raad spoke about marketing campaigns, future plans and Ferrero's commitment to sustainability.

"In communication ten to twenty years ago, press offices and press contacts were much more essential. There was no internet and only limited possibilities. Today, the content hasn't changed, but the possibilities have. Video and audio content costs almost nothing anymore, primarily TikTok is used, which is a big challenge for brands. It's no longer about traditional advertising, it's about how stories are communicated," explained Raad.

She highlighted social media and the importance of storytelling as a major part of the challenges and opportunities that arise for her personal work.

Maximilian Klein, Representative for International Sport Policy at Athleten Deutschland e.V., was invited as the third speaker. Speaking from Berlin, the former PAIR student explained his unconventional path from political consulting to representing the interests of elite athletes in Germany.

His commitment to justice and advocacy for underrepresented groups has shaped his career, enabling him to successfully influence the promotion of elite sport and strengthen the position of athletes in Germany.

Successful communication is an important tool for Maximilian Klein in his daily work. "For me, communication is above all a feeling of self-efficacy. We want to drive forward a paradigm shift," said Klein. "We are primarily concerned with visibility and that visibility is a means to an end."

According to Klein, successful communication is based on the selection of suitable tools to publicize relevant topics. "For me, it's all about planning and a lot of organization." It is also important to read the political situation and understand what happens when action is taken. "It's about breaking out of everyday life and talking to people you know. You also get ideas while jogging, for example whether an open letter or a complaint would be a good tool to use," said Schmidt.