PR-Konzeptionen und „fair communication“

In diesem Semester fand die Lehrveranstaltung PR-Konzeptionen unter dem Motto „Werte und Werteentwicklung“ statt. Hilfe und Unterstützung fand ich zu dem Thema bei den Expertinnen und Experten des fair communication movement, die am Anfang und am Ende des Semesters einen Workshop mit den Studierenden hielten.

Am Anfang des Semesters ging es darum, den Studierenden die Ideen der „fair communication“ vorzustellen, am Ende wurden die PR-Konzepte nach den Kriterien der „fair communication“ analysiert. Die Fragen, wie man fair kommunizieren kann und was faire Kommunikation überhaupt bedeutet, stand somit über und hinter allen Konzeptionen – was neben dem Erlernen von konzeptionstechnischen Methoden einen gewissen Zusatzaufwand auch für die Studierenden bedeutete.

Die Zusammenarbeit mit Gerolf Wicher, Gerhard Wasner, Regina de Grancy und Robert Uranitsch, Fotograf und unter anderem in der artfabriek am Glacis in Graz zu finden, gestaltete sich dabei als ein Plus in mehr als nur einer Hinsicht.

Der unmittelbarste Erkenntnisgewinn: So einfach die Bausteine fairer Kommunikation klingen, so komplex und mit unzähligen versteckten Fallstricken behaftet erweist sich die Umsetzung – schon in der Konzeptionsphase!

Die fünf Bausteine der fair communication, sicherlich die Essenz vieler Gespräche über Erfahrungen guter und schlechter, erfolgreicher und vergeblicher Kommunikationserlebnisse, klingen nicht nur einfach, sondern schon fast banal: Faire Kommunikation ist

  • sachlich korrekt, nachvollziehbar und transparent
  • Barrieren tendenziell abbauend
  • diskriminierungsfrei
  • geschlechtergerecht
  • ressourcenschonend

Bei der Umsetzung dieser einfachen Regeln steckt viel Arbeit im Detail! Und dabei bauen sich, bildlich gesprochen, Hürden auf, noch und nöcher, Hürden in formaler und inhaltlicher Hinsicht. Denn wie so oft in kommunikativen Prozessen hat man auch als die- oder derjenige, die oder der kommuniziert, nur bedingt Einfluss auf alle Elemente, die den Kommunikationsprozess ausmachen. Plakate, die zwecks schnellerer Informationsaufnahme die PR-Konzepte visualisieren, sind mit den auf der FH vorhandenen Ressourcen ausgedruckt und nutzen daher das „default setting“, was Papier und Farben betrifft. Die Frage der Ressourcenschonung wird daher hier – anders als sonst vielleicht – auf die Person des Kommunizierenden, nicht die Umwelt oder die Nutzung möglichst umweltschonender Materialien bezogen. Fair oder nicht? Das Fragezeichen bleibt.

Eine weitere Hürde in der ganzheitlichen Betrachtung der fair communication ist die Ablenkung durch zu rasche Gewichtung auf einen oder höchstens ein paar der Bausteine. Man konzentriert sich dann auf das einmal gewählte und bezieht andere Aspekte auch im Laufe des weiteren Prozesses der Konzeptionierung nicht mehr mit ein. Erst bei der letztendlich stattfindenden Präsentation vor dem Kuden wird einem dieser Mangel als solcher deutlich

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Ein häufiger „Fehler“ bei der Auseinandersetzung mit fair communication, kommt mir vor, ist das Auseinanderfallen von Form und Inhalt: In unserem Beispiel der Lehrveranstaltung fand die erste Auseinandersetzung mit dem fair communication Konzept im Workshop zu Beginn des Semesters statt. Dabei arbeiteten wir im Detail heraus, welche fair communication Bausteine in dem gewählten Projekt zur Anwendung kommen könnten und begannen auch damit, das Wie zu durchleuchten. Im weiteren Prozess blieb die Gesamtbetrachtung dann leider auf der Strecke und wir beschränkten uns auf die inhaltlichen Aspekte der Bausteine, die wir anfänglich als adäquat identifiziert hatten. – Bei der Präsentation im zweiten Workshop mit den fair experts fielen dann deren Fragen zuallererst auf formale Aspekte, die wir zu wenig berücksichigt hatten.

Meine key learnings aus den Erfahrungen dieses Semesters betreffen vor allem eines der Projekte ganz massiv: Eine Gruppe hatte die Gelegenheit, in einem interdisziplinären FH-Projekt die aktuelle Kampagne zur Haussammlung der Caritas Steiermark zu konzipieren und – in Zusammenarbeit mit zwei Vertiefungen im Studiengang Communication, Media und Interaction Design umzusetzen. Als die Gruppe im WS zu Semesterende das Projekt und das umgesetzte Plakatsujet samt Slogan präsentierte, kam von den fair experts spontan der Einwurf, dass der Slogan fünfzig oder mehr Prozent der Steirerinnen und Steirer ausschließen würde. „Gemma höffn“ als Dialekt- bzw. umgangssprachlich verschriftlichter Slogan würden viele nicht verstehen – und das widerspreche doch dem Ziel einer solchen Kampagne. Abgesehen davon, dass dieses Sujet und der Slogan unter mehreren anderen, darunter auch barrierefreieren, vom Auftraggeber nach durchaus nachvollziehbaren Argumenten ausgewählt wurde – hätten wir zum Zeitpunkt dieser Wahl stärker und intensiver auf die Bausteiner der fair communication hinweisen können, wären noch ein paar Argumente als Entscheidungskriterium hinzugekommen, die vielleicht das Gewicht auf ein anderes, jüngeres Sujet verschieben hätten können

Die Bausteine der fair communication sollten mehr als eine Folie zur Konzipierung von Kommunikationskonzepten sein. Der Umgang damit setzt die tiefe, ernsthafte und holistische Auseinandersetzung mit den Grundlagen der fair communication voraus. Die Beschäftigung damit im Rahmen dieser Lehrveranstaltung ist ein Anfang, hat wertvolle Einsichten gebracht – in weiterer Folge ist mehr als die oberflächliche Beschäftigung damit gefordert.

Mit ein paar Impessionen aus den Workshops schließe ich dieses Resümee und würde mich freuen, wenn wir die Zusammenarbeit fortsetzen könnten – auf die eine oder andere, auch kreative Art…

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