PR in the retail industry

: Henning Hinze (FTD), Martin Brüning (Rewe), Sylvia Liebrich (Süddeutsche) and Dr Michael Inacker (Metro) in discussion with Gerd Hanke (LZ)

Based on the service it provides, retail in Germany is a giant, but is perceived as a dwarf. Retail companies and PR professionals in particular must work to change this. An image campaign is the recommendation of Dr Michael Inacker, responsible for Metro's communication, made at a panel discussion at this year's PR conference in April in Cologne. Inacker sees the current campaign of the craft organisations as a good example.

To determine the actual quality of retail PR and discover its true potential, jointly with the men and women in charge of communication in the industry EHI analyses the most important topics and trends. The challenges in PR are many and varied, and it is not only the changes in communication owing to the possibilities afforded by Web 2.0 that give occasion for constant analysis.

We take a three-pronged approach: