Wie entstehen gute CSR Überschriften in den Medien?

Wie entstehen gute CSR Überschriften in den Medien?

Um die Rolle der Medien für das unternehmerische gesellschaftliche Engagement (CSR) ging es in meiner Moderation mit Dorit Caspary (TZ / Münchner Merkur und seine Heimatzeitungen) und Christian Fikentscher (Head of Group Sustainability von ProSiebenSat.1) auf dem Zukunftstag des Haus des Stiftens.
Jochen Leufen
Jochen Leufen

In German, there is a saying "Don't quack no opera!" That's a pity, because operas master the loud and the soft, the high and the low notes, plus plenty of drama. The texts in classical productions, on the other hand, could sometimes use a little fine-tuning, thinks Jochen Leufen. He writes here because writing is the ideal way for him to express himself in a lasting way. First you develop an image in your head, then you describe what you see, check whether pitch and message harmonize, and then you press the send button. Curtain. Hopefully applause from the audience. Or mild criticism.

More about Jochen Leufen's vita:


HeadlineAffairs was founded by Jochen Leufen in 2004. Prior to that, he had been employed by the global agency network Ketchum since 1995, most recently in the position of authorized signatory / associate jointly responsible for the management of the Munich office. As Practice Leader Corporate and Practice Leader Technology, he represented the German market in both business areas. In his capacity as Group Manager / Senior Vice President, he had direct personnel responsibility in both practices and was in charge of coordinating all customer projects. Jochen Leufen was also responsible for the development of new products and for the new business strategy, as well as for content-related questions concerning the use of digital media.

Jochen Leufen is an active media trainer and he coordinated the planning and implementation of all media training courses at Ketchum in Germany. One of his main areas of work at Ketchum was directly advising clients in the event of a crisis or developing and training preventive issue and crisis management tactics and measures. Due to his training and previous activities, he was also responsible for public affairs at Ketchum.

Jochen Leufen's consulting experience at Ketchum includes work for ADIG (Allgemeine Deutsche Investment Gesellschaft), AMS (American Management Systems), Bayern Online, the Bavarian State Chancellery, the Bavarian SPD, Dow Chemical, Henkel, High Tech in Bavaria (campaign), IBM, Legoland Deutschland, Navigation Technologies, Microsoft Network, the City of Munich, Vereinsbank, VIAG Interkom, the World Congress on Transport Telematics, and a number of Internet companies such as Expedia, Handelsblatt.Interaktiv, LetsBuyIt, and webmiles.

Before joining Ketchum, Jochen Leufen worked for five years as a PR consultant for the agency wbpr in Munich, primarily supporting association clients in the area of environmental protection & public affairs, but also the Boston Consulting Group or Lufthansa Cargo in matters relating to their repositioning. Prior to that, he worked for one year at the federal office of the F.D.P. in the context of a federal election in Bonn and worked for a member of the Bundestag during his studies.

Jochen Leufen holds a degree in administrative sciences from the University of Konstanz. He is married and father of three children.

HeadlineAffairs & Heldenmood in the top 5 at the PR Report Awards

HeadlineAffairs & Heldenmood in the top 5 at the PR Report Awards

HeadlineAffairs was co-nominated for the PR Report Awards for the podcast "Unternehmer:innen der Zukunft"! Our Deputy Managing Director Ginny attended the award ceremony in Berlin and shares her impressions here:
Virginia Sutter
Virginia Sutter

Virginia Sutter studied Literature, Philosophy and Business-Economics at the University of Durham, UK. She gained practical experience while working in editorial and press departments in the English and German publishing world.

“Hey ChatGPT, will I be out of a job soon?”

“Hey ChatGPT, will I be out of a job soon?”

ChatGPT, the chatbot from OpenAI, composes high-quality texts in just a few seconds. Does this make the program a job killer for us communicators or should we see it as an important tool?
Aleksandar-Sasa Stevelic
Aleksandar-Sasa Stevelic

As a passionate basketball player and fan of the sport, I know how important precision, team spirit and commitment are. If you want to be successful on the court, you must combine all these attributes. Even the most precise shooter cannot win if he does not involve his teammates in the action and is resting on the court. In fact, working in a PR agency makes the same demands. Without precise work, cohesion and the will to give your best, the game is already lost in the first quarter.

Social Media Monitoring is colorful, diverse and a little scary

Social Media Monitoring is colorful, diverse and a little scary

A seminar on social media monitoring sounds dry at first and - let's admit it - not really exciting. But after intensive training at the Akademie der Bayerischen Presse, I can say: Social Media Monitoring can be colorful, diverse and also a bit scary.
Sjauke-Kea Hale
Sjauke-Kea Hale

Sjauke studied journalism in Ansbach. She gained work experience through different projects during her studies and journalistic internships. In the end, she was convinced only by the internship in the public relations department of a research institute. She particularly liked the preparation for a conference, a trade fair and writing reports. In her spare time she is hiking in the mountains, having her nose in a book or meeting her friends. After graduating from high school she discovered the beauty of Ireland.

Soft Skill Session in the Alpine Foreland

Soft Skill Session in the Alpine Foreland

Advisor Excellence - official name of the tailor-made and meanwhile established workshop for junior consultants at HeadlineAffairs. Joy and expectation were great when we set off for the 1.5-day training camp in Habach.
Noelia Aehnelt
Noelia Aehnelt

Noelia Aehnelt studied International Communication and Translation at the University of Hildesheim as well as Intercultural European Studies in the cities Madrid, Clermont-Ferrand and Regensburg. She gathered valuable practical experience through her internships in the online marketing section of a London e-commerce start-up, in the corporate communications department of a global company and working for the German Federal Foreign Office at UNESCO.

What do we value?

What do we value?

We set out together on the journey to our values. Starting point were the values of each individual in the HA team. The company values of HeadlineAffairs were sought.
Jochen Leufen
Jochen Leufen

In German, there is a saying "Don't quack no opera!" That's a pity, because operas master the loud and the soft, the high and the low notes, plus plenty of drama. The texts in classical productions, on the other hand, could sometimes use a little fine-tuning, thinks Jochen Leufen. He writes here because writing is the ideal way for him to express himself in a lasting way. First you develop an image in your head, then you describe what you see, check whether pitch and message harmonize, and then you press the send button. Curtain. Hopefully applause from the audience. Or mild criticism.

More about Jochen Leufen's vita:


HeadlineAffairs was founded by Jochen Leufen in 2004. Prior to that, he had been employed by the global agency network Ketchum since 1995, most recently in the position of authorized signatory / associate jointly responsible for the management of the Munich office. As Practice Leader Corporate and Practice Leader Technology, he represented the German market in both business areas. In his capacity as Group Manager / Senior Vice President, he had direct personnel responsibility in both practices and was in charge of coordinating all customer projects. Jochen Leufen was also responsible for the development of new products and for the new business strategy, as well as for content-related questions concerning the use of digital media.

Jochen Leufen is an active media trainer and he coordinated the planning and implementation of all media training courses at Ketchum in Germany. One of his main areas of work at Ketchum was directly advising clients in the event of a crisis or developing and training preventive issue and crisis management tactics and measures. Due to his training and previous activities, he was also responsible for public affairs at Ketchum.

Jochen Leufen's consulting experience at Ketchum includes work for ADIG (Allgemeine Deutsche Investment Gesellschaft), AMS (American Management Systems), Bayern Online, the Bavarian State Chancellery, the Bavarian SPD, Dow Chemical, Henkel, High Tech in Bavaria (campaign), IBM, Legoland Deutschland, Navigation Technologies, Microsoft Network, the City of Munich, Vereinsbank, VIAG Interkom, the World Congress on Transport Telematics, and a number of Internet companies such as Expedia, Handelsblatt.Interaktiv, LetsBuyIt, and webmiles.

Before joining Ketchum, Jochen Leufen worked for five years as a PR consultant for the agency wbpr in Munich, primarily supporting association clients in the area of environmental protection & public affairs, but also the Boston Consulting Group or Lufthansa Cargo in matters relating to their repositioning. Prior to that, he worked for one year at the federal office of the F.D.P. in the context of a federal election in Bonn and worked for a member of the Bundestag during his studies.

Jochen Leufen holds a degree in administrative sciences from the University of Konstanz. He is married and father of three children.