A holistic approach to communicating innovations: Siemens and its environmental portfolio

Abstract

To communicate innovations successfully, it is vital to manage themes in a synchronized manner. Media relations, publications, Internet and multimedia, marketing, and internal communications must all speak with one voice. This objective has been achieved at Siemens in recent years, thanks to a central innovations communication team that uses and manages all of these media channels and serves all relevant target groups. One example of this success is the way it has dealt with the themes related to the Siemens environmental portfolio. The leading medium in this regard is the international research and innovation magazine Pictures of the Future, flanked by regular media services for the press, intranet and Internet websites, and contents delivered for marketing activities and special events. Innovation communications that is so broadly based can clearly show the close connections between the technological leadership of individual business units, their worldwide market position, the benefits that innovations bring for customers, and the creation of new jobs. As a result, it can make a major contribution to the company’s success.