Most companies today are structured into departments and functions. Marketing and Sales are responsible for addressing customers, communication places company messages with journalists and investors, and HR takes care of the employer's image and addressing applicants.  

What has worked so wonderfully for a long time is now being completely called into question by digitization. Who is actually communicating with the target group online?  

Who determines what is published online and on social media? Where is the topic anchored in companies? Old ways of thinking are associated with many deficits that are unnecessary-something new is needed. 

At this year's communications congress, there a lecture by Patrick Kammerer, Director of Public Affairs and Communications at Coca-Cola. The title of his lecture was "Using storytelling for community building".  

How do we manage to tell stories on the digital keyboard in such a way that they bring positive moments into context with my brand? In my opinion, this requires competencies that are available in companies as a whole, just not bundled and available in one place. 

In order to be successful in online communication, marketing and PR must increasingly merge with one another. It is time for the silos between functional areas to finally be torn down in the digital age. 

With their specific skills, they play a key role in making companies successful. But a stronger amalgamation of know-how, a better exchange, a coordinated appearance brings enormous advantages. 

For Marketing, The Customer Is King 

On the one hand, there is marketing, which understands exactly what motivates today's customers. They counter the emancipation of their customers by transferring their service activities to the online world.  

Customer satisfaction is the result of quick reactions and personal contacts paired with a multi-channel strategy. That means: Customers today can choose whether they prefer to get rid of their feedback via the telephone hotline or Facebook pin board. 

But marketers have also recognized that customers are always looking for a good deal, and they want to be delighted. 08/15 Communication gets boring quickly. Customers want discounts, something free and like to take part in competitions. Anyone who romps around on Facebook for a day will notice numerous campaigns or actions in their newsfeed. 

The challenge is to get even stronger effects from online activities. This requires better networking of all touchpoints, the setting up of fast processes and even more efficient use of the community for one's own interests. 

Develop Topics and Create Trust 

In contrast, communicators can do one thing above all else: tell stories. They have a feel for interesting insights and know which hook to choose for a story. You manage to capture an authentic moment.  

Or to highlight a person's personality. They work with language every day and can achieve a lot with it. 

Instead of thinking in short-term campaigns, corporate communication develops topics with which the company is to be identified. Dialogic, open and at the same time, transparent communication makes a significant contribution to establishing trust.  

Communication that insists on the pure transmission of information can not be successful in the long term - and is probably not even possible - since trust is always the goal and prerequisite for communication.

It is crucial for companies to find a trustworthy basis for interaction with internal and external stakeholders. Employees need trust in their own company in order to do their daily work as efficiently and effectively as possible. Customer trust is critical to entering into a business relationship. Investors also need trust in order to invest their money in a company.