10 Mar 2020

1 min read

Podcast 2: Communication Controlling – Just something for control freaks?

Hosts

Steffen Rufenach

CEO, R.A.T.E. GmbH – “The Rating Experts”

Dr. Mark-Steffen Buchele

CEO, buchele cc GmbH

Guests

Dr. Reimer Stobbe

This episode of Measurement Mashup challenges the perception that “controlling” is about micromanagement. Guest Dr. Reimer Stobbe explains how Communication Controlling is actually a structured, iterative management process for setting goals, steering communication activities, and measuring their outcomes. Originating in Germany, the term has helped bridge the gap between communicators and controllers, creating a shared understanding through KPIs, data interpretation, and strategy alignment.

Continuing the discussion, the episode explores real-life examples where data and feedback loops have improved communication outcomes—while also touching on cultural and organizational hurdles. Measurement is shown not as a one-time task but as a continuous learning cycle that helps communicators optimize, adapt, and demonstrate strategic impact. The hosts also discuss how to pitch measurement to top management, where to start within your company, and what support is available through industry networks.

Podcast:

Measurement Mashup

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Authors
  • Dr. Mark-Steffen Buchele

  • Steffen Rufenach

    CEO, R.A.T.E. GmbH – “The Rating Experts”

    Steffen Rufenach is the CEO of R.A.T.E. GmbH with more than 19 years of consulting experience in sustainability, ESG strategy, rankings, and corporate communications leads a team that supports global clients in strategically managing their performance in international rankings and ratings. Steffen He is a member of the Center for Corporate Reporting’s Expert Circle for ESG and the International Controlling Association (ICV), contributing to the advancement of ESG reporting and evaluation practices and teaches Communications Controlling and Sustainability at the University of Hannover. 

     
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