ZAL_YB-2017

ZAL ZECHCENTER
CORPORATE COMMUNICATIONS
The biggest challenge for Miriam and her team is to see
the big picture, and to maintain an overview of current
research projects for ZAL GmbH and the TechCenter
partners, without losing sight of the details and of the
milestones in individual projects. At the same time, they
are busy identifying relevant topics, e.g. advertizing and
managing events or announcing the establishment of
new research infrastructures or the arrival of new Tech-
Center tenants.
COMMUNICATION A WIN-WIN FOR ALL PARTNERS
What is all this communication for, anyway? One aspect,
of course, is gaining the attention of company executives
and politicians to generate research funding.
Spreading ZAL′s scientific reputation as a successful
research platform is another aspect, because it attracts
experts and research partners. This, in turn, is the key
to turning a small idea into an international research
project, as has recently happened with ZAL Acoustics.
86 — 87
»POWERPOINT PRESENTATIONS, AFTER-WORK HOT DOGS, LANYARDS, SPECIALIST DISCOURSES AND
INFO FLYER ... THERE ARE SO MANY DIFFERENT LEVELS OF COMMUNICATION. BUT MY ABSOLUTE
FAVOURITE TOOL FOR COMMUNICATING THE ZAL BRAND, IS OUR ZAL PEN! IT′S PERFECT FOR PEOPLE
WHO WORK CREATIVELY. RESEARCHERS KNOW BETTER THAN MOST THAT THE ROAD TO INNOVATION
HAS PLENTY OF DETOURS. TRIAL-AND-ERROR IS THE ORDER OF THE DAY. WITH OUR PEN, THE ERRORS
CAN JUST BE RUBBED OUT, SO THAT AT THE END OF THE TRIAL WHAT YOU HAVE LEFT IS THE INNOVA-
TION!« MIRIAM-JOANA FLÜGGER
The discussions of what to do and how to communicate,
whether as a team or with the various other departments,
range from regular meetings to coffee breaks
and have-you-got-a-minute chats in the corridor. Internal
marketing measures, such as services for the tech
experts, acquiring and presenting internal projects, and
ZAL′s employee infrastructure, add to the variety of the
job. It is always a challenge to negotiate, optimize, and
schedule the wide range of topics being considered to
achieve maximum possible effect. Ideally, the topics will
complement one another rather than competing for
attention. This is particularly important when it comes
to publishing research results and announcing events.
Success for the ZAL brand means its key message being
understood and propagated by partners across the
board. The brand presents a win-win situation for every
partner. It represents a neutral research platform for
civilian aviation, a tailwind for innovation, a facilitator of
new technologies, and a global beacon for the world′s
third-largest center of civil aviation. Put simply: Future.
Created in Hamburg.