Quality content is more important than ever. Therefore conveyed SCRIBERS[HUB] First -class copywriters, authors and journalists for every industry, every topic, every channel. In the "Content Buzzer" interview series, Sabine Fäth-founder of Scriber's [Hub]-communication professionals ask these questions every 14 days ...
Andrea Partscht, Consultant for change, project and crisis management
What does content mean for you?
By content, I mean any kind of material – whether in communication, social media, TV, or traditional print. I use content in change and crisis management to create transparency, build trust, and maintain control over the narrative. Fast, precise, and emotional communication helps avoid misunderstandings and highlight solutions. In short: storytelling is my strategic tool that helps me communicate clearly, empathetically, and with a focus on solutions.
What was the worst content you met?
I'm constantly surprised by how poor communication is in politics – Olaf Scholz's briefcase TikTok video is a prime example. What a spectacularly wasted opportunity!
How does good content succeed in times of chatt and Co.?
I asked ChatGPT about this directly – and the result was: AI + creativity is the formula for success 😉
In my field, which is finding solutions, precise information is crucial first – I need to understand the situation. This is followed by ongoing communication and the use of data to provide targeted answers. AI can support this, but the human factor remains essential for creating fast, clear, and structured content and processes.
Complete the sentence: Content is always...
No: Content is never the same, because your own perspectives and experiences are what bridge the gap between problem and solution. This helps to reduce uncertainty and communicate both strategies and progress in an understandable and transparent way.
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