Lars Berendt - foredrag på YouandX

Lars Berendt has massive experience with communication through his jobs as communications manager at DBU and external media manager at both UEFA and FIFA.

In his 22 years as head of communications at DBU, Lars was responsible for handling a number of crisis situations that were massively covered in the mass media.

Since then, he has continued to function as external media manager in both UEFA and FIFA as well as a communications advisor for a wide range of boards, top managers, managements and communications officers.
Lars takes you all the way into where the decisions were made, the organization of the preparedness, the involvement of the closest stakeholders and how the crisis plan was designed and executed in each of the cases he reviews.


Lars Berendt

At the time of Lars Berendt's employment at DBU, confidence in DBU in particular was at rock bottom after two self-inflicted crises. The national team's popularity had plummeted after the famous eighties team, and the team's two biggest stars, Michael and Brian Laudrup, had resigned. The crisis scratched.

In the following years, Lars transformed the football association's traditional information dissemination into strategic, integrated corporate communication. The majority of his work took place behind the scenes, but Lars also acted as a spokesperson and therefore represented DBU in a number of high-profile cases over the years.
Hear Lars Berendt talk about crisis communication and how he handled the challenges at DBU and with the national team in an exciting one-hour lecture.



På tidspunktet for Lars Berendts ansættelse i DBU, var tilliden til netop DBU helt i bund efter to selvforskyldte kriser. Landsholdets popularitet var styrtdykket efter det berømte firserhold, og holdets to største stjerner, Michael og Brian Laudrup, havde meldt fra. Krisen kradsede.

I de efterfølgende år transformerede Lars fodboldforbundets traditionelle informationsformidling til strategisk, integreret virksomhedskommunikation. Størstedelen af hans arbejde foregik i kulissen, men Lars fungerede også som talsperson og tegnede derfor DBU i en række meget profilerede sager gennem årene.
Hør Lars Berendt fortælle om krisekommunikation, og hvordan han håndterede udfordringerne i DBU og med landsholdet i en times spændende foredrag.
 


Krisekommunikation

Crisis communication

Sport

Conflict management

Management processor

Business development

Digitization

In this post, Lars Berendt puts into perspective how you qualify and optimize the internal communication in your company, organization or association.

With his experience as responsible for internal information and communication in professional and voluntary contexts, Lars Berendt covers the entire spectrum from "nice to know" to "need to know" in his review.

Including everything from how you convey fundamental, formal information, how you work the internal communication into product launches as well as new offers, activities and policies, how you think about the reception in the communication – including the reception from a potential, critical recipient group, and how you integrate the internal communication in your work with issue management and crisis management. And not least, how you align expectations and optimally use internal communication to create satisfaction and engagement among employees or members. And thus the use of internal communication as inspiration in the company, organization or association.

You will also get examples of how Lars Berendt, in line with technological development, has actively linked internal communication with external communication. And how he has differentiated between internal stakeholders and external stakeholders.

Lars Berendt experienced for the first time the importance of effective and reliable internal information and communication in relation to a large staff group as a passenger manager in one of three forwarding companies at Copenhagen Airport. The experiences helped inspire him to make communication his occupation. First as an advisor in two agencies, then as head of communications in the Danish Football Union (1991-2014), which, in addition to a board and a central administration, also includes a decentralized organization in its structure; a board of representatives, two member organisations, six local unions, 1,700 football clubs with thousands of managers and coaches and 330,000 active football players of all ages.


I dette indlæg perspektiverer Lars Berendt, hvordan du kvalificerer og optimerer den interne kommunikation i din virksomhed, organisation eller forening.

Med sine erfaringer som ansvarlig for intern information og kommunikation i professionelle og frivillige sammenhænge dækker Lars Berendt hele spektret fra “nice to know” til “need to know” i sin gennemgang.

Herunder helt fra hvordan du formidler fundamental, formel information, hvordan du arbejder den interne kommunikation med ind i produktlanceringer samt nye tilbud, aktiviteter og politikker, hvordan du tænker modtagelsen ind i kommunikationen – herunder modtagelsen fra en potentiel, kritisk modtagergruppe, og hvordan du integrerer den interne kommunikation i dit arbejde med issue management og crisis management. Samt ikke mindst, hvordan du forventningsafstemmer og optimalt bruger intern kommunikation til at skabe tilfredshed og engagement blandt medarbejdere eller medlemmer. Og dermed anvendelsen af intern kommunikation som inspiration i virksomheden, organisationen eller foreningen.

Du får også eksempler på, hvordan Lars Berendt i takt med den teknologiske udvikling aktivt har koblet intern kommunikation op med ekstern kommunikation. Og hvordan han har differentieret mellem interne interessenter og eksterne stakeholders.

Lars Berendt oplevede første gang betydningen af effektiv og troværdig intern information og kommunikation i forhold til en stor personalegruppe som passagerchef i det ene af tre ekspeditionsselskaber i Københavns Lufthavn.Erfaringerne var med til at inspirere ham til at gøre kommunikation til sin beskæftigelse. Først som rådgiver i to bureauer, dernæst som kommunikationschef i Dansk Boldspil-Union (1991-2014), der udover en bestyrelse og en central administration i sin struktur også omfatter en decentral organisation; et repræsentantskab, to medlemsorganisationer, seks lokalunioner, 1.700 fodboldklubber med tusinder af ledere og trænere samt 330.000 aktive fodboldspillere i alle aldre.


Sådan inspirerer du gennem intern kommunikation

How to inspire through internal communication

Challenges

Dissemination

Ideal as a presentation for a match in the UEFA Champions League.

Lars Berendt is in his 21st season as media manager for the European football confederation, UEFA.
Since 1996, he has been responsible for handling and servicing the media at matches in the Champions League, which is the world's most prestigious club football tournament.
In this lecture, he takes you in words and pictures behind the scenes in the work with Europe's biggest football clubs, coaches and players. You get an insight into the preparation of the clubs' participation in the tournament, the matches and the many types of press activities that ensure you the interviews with the players and coaches the day before the matches and after the matches.
Lars also gives examples of how things don't always go according to plan when the otherwise streamlined implementation of the matches is interrupted. Of a traffic accident, searchlights going out, a very large bird or Greenpeace. And how those situations are handled.
And you're sure to also get a few anecdotes from his conversations with the coaches and players.
Lars Berendt was previously head of communications at the Danish Football Association (DBU) from 1991 to 2014. In parallel with his job for the Danish Football Association, he was seconded for a number of tasks as media manager for, among others, the international football association, FIFA, and the European football association, UEFA .
Among other things, FIFA has used him at the World Cup finals in the USA in 1994 and Germany in 2006, where the Danish national team did not participate, as well as Brazil in 2014. In addition to the tasks in the Champions League, UEFA has appointed him for tasks at the European Championship finals in Switzerland and Austria in 2008, during which the Danish national team also did not participate, in qualifying matches for and during the EC final round in France and in matches in the Europa League since 2014.
ATTENTION:
This lecture can only be booked for private and "closed" events.
If you book the lecture as a prelude to a TV broadcast of a match in the UEFA Champions League on Danish soil, the showing must be approved by the rights holder, Viasat. The rights holder can be expected to demand payment for the display for larger groups of people.
It is not permitted to combine the lecture with (1) public access to the event, regardless of whether it is (2) free of charge or against payment of an entrance fee, just as (3) it is not permitted to use the lecture in a commercial context. By commercial context, it is understood that the event must not be advertised publicly (only to the invited group), sponsors or suppliers - apart from the tournament's own sponsors and suppliers - must not be linked to the event, and the event must not be part of sales promotion or customer events .
In this context, "event" means a lecture and/or screening of a match in the UEFA Champions League.
We can help you with contact numbers for Viasat as well as examples of how you comply with the rights of Viasat and the sponsors.


Ideelt som oplæg til en kamp i UEFA Champions League.

Lars Berendt er på 21. sæson tilknyttet som mediechef for det europæiske fodboldforbund, UEFA.
Han har siden 1996 haft ansvaret for håndteringen og serviceringen af medierne ved kampe i Champions League, som er verdens mest prestigefyldte klub-fodboldturnering.
I dette foredrag tager han dig i ord og billeder med bag scenen i arbejdet med Europas største fodboldklubber, trænere og spillere. Du får indblik i forberedelsen af klubbernes deltagelse i turneringen, af kampene og af de mange typer af presseaktiviteter, der sikrer dig interviewene med spillerne og trænerne dagen før kampene og efter kampene.
Lars giver også eksempler på, hvordan det ikke altid går efter planen, når de ellers strømlinede gennemførelser af kampene bliver afbrudt. Af et trafikuheld, projektører der går ud, en meget stor fugl eller Greenpeace. Og hvordan de situationer bliver håndteret.
Og du får med sikkerhed også et par anekdoter fra hans samtaler med trænerne og spillerne.
Lars Berendt er tidligere kommunikationschef i Dansk Boldspil-Union (DBU) fra 1991 til 2014. Parallelt med sit job for det danske fodboldforbund var han udlånt til en række opgaver som mediechef for blandt andet det internationale fodboldforbund, FIFA, og det europæiske fodboldforbund, UEFA.
FIFA har blandt andet benyttet ham ved VM-slutrunderne i USA i 1994 og Tyskland i 2006, hvor det danske landshold ikke deltog, samt Brasilien i 2014. UEFA har udover opgaverne i Champions League udpeget ham til opgaver ved EM-slutrunden i Schweiz og Østrig i 2008, som det danske landshold heller ikke deltog under, ved kvalifikationskampe til og under EM-slutrunden i Frankrig samt ved kampe i Europa League siden 2014.
OBS:
Dette foredrag kan kun bookes til private og ”lukkede” arrangementer.
Hvis du booker foredraget som optakt til visning af en tv-transmission af en kamp i UEFA Champions League på dansk grund, skal visningen godkendes af rettighedshaveren, Viasat. Rettighedshaveren kan forventes at forlange betaling for visningen for større grupper af mennesker.
Det er ikke tilladt at kombinere foredraget med (1) offentlig adgang til arrangementet uanset om det (2) er gratis eller sker mod betaling af entré, ligesom det (3) ikke er tilladt at benytte foredraget i kommerciel sammenhæng. Ved kommerciel sammenhæng forstås, at der ikke må reklameres for arrangementet offentligt (kun overfor den inviterede gruppe), der må ikke kobles sponsorer eller leverandører – udover turneringens egne sponsorer og leverandører – på arrangementet, og arrangementet må ikke være en del af salgsfremstød eller kundearrangementer.
Ved ”arrangement” forstås i denne sammenhæng foredrag og/eller visning af en kamp i UEFA Champions League.
Vi er dig behjælpelig med kontaktnumre til Viasat samt eksempler på, hvordan du overholder Viasats og sponsorernes rettigheder.


Champions League-aften

Champions League night

Work environment

In his 22 years as head of communications at DBU, Lars Berendt was responsible for handling a number of crisis situations that were massively covered in the mass media.

In this lecture, Lars takes you all the way into where the decisions were made, the organization of the preparedness, the involvement of the closest stakeholders and how the crisis plan was designed and executed in each of the cases he reviews.
You can help choose the examples yourself.
There is the "track runner case" from the EC qualification match against Sweden, which unfolded in front of 42,000 spectators in the Park, 25,000 Danish and Swedish fans for a joint "Fodboldfest i Fælledparken" and rolling cameras for millions of TV viewers.
There is the national team players' boycott of the press after the meritorious 3-2 victory over Portugal away from home, there is "Twitter-gate" regarding the handling of the national coach's rule that the players were not allowed to be active on Twitter during the European Championship finals in 2012, and there is the episodes or personal crises that have dealt with or affected some of the national team players over time, and which, due to the players' status and the national team's relevance at the time in question, were particularly focused on by the media.
Lars can also review the handling of the unfortunate plane crash in Madrid a few hours before the national team was to play against the newly crowned European champions from Spain in Parken in August 2008, the announcement of the transition from the traditional Danish sports brand Hummel to Adidas, the assistant coach's involvement in a traffic accident with a fatal outcome, preparation and handling of ticket sales for international matches that sell out in two minutes and many other matters.


I sine 22 år som kommunikationschef i DBU var Lars Berendt ansvarlig for håndteringen af en række krisesituationer, der var massivt dækket i massemedierne.

I dette foredrag tager Lars dig med helt ind, hvor beslutningerne blev truffet, organiseringen af beredskabet, involveringen af de nærmeste interessenter, og hvordan kriseplanen blev udformet og eksekveret i hvert enkelt af de tilfælde, han gennemgår.
Du kan selv være med til at vælge eksemplerne.
Der er ”baneløbersagen” fra EM-kvalifikationskampen mod Sverige, som udspillede sig foran 42.000 tilskuere i Parken, 25.000 danske og svenske fans til fælles ”Fodboldfest i Fælledparken” og rullende kameraer til millioner af tv-seere.
Der er landsholdsspillernes boykot af pressen efter den meriterende 3-2 sejr over Portugal på udebane, der er ”Twitter-gate” om håndteringen af landstrænerens regel om, at spillerne ikke måtte være aktive på Twitter under EM-slutrunden i 2012, og der er de episoder eller personlige kriser, der har omhandlet eller ramt nogle af landsholdsspillerne gennem tiden, og som der, på grund af spillernes status og landsholdets aktualitet på det pågældende tidspunkt, var ekstra stor fokus på fra mediernes side.
Lars kan også gennemgå håndteringen af det ulykkelige flystyrt i Madrid få timer inden landsholdet skulle spille mod de nykårede europamestre fra Spanien i Parken i august 2008, offentliggørelsen af overgangen fra det traditionelle danske sportsmærke Hummel til Adidas, assistenttrænerens involvering i en trafikulykke med dødelig udgang, forberedelse og håndtering af billetsalg til landskampe, der bliver udsolgt på to minutter og mange andre sager.


Lars Berendt har massiv erfaring med kommunikation gennem sine jobs som kommunikationschef i DBU og ekstern mediechef i både UEFA og FIFA.

I sine 22 år som kommunikationschef i DBU var Lars ansvarlig for håndteringen af en række krisesituationer, der var massivt dækket i massemedierne.

Siden har han fortsat fungeret som ekstern mediechef i både UEFA og FIFA samt som kommunikationsrådgiver for en bred vifte af bestyrelser, topchefer, ledelser og kommunikationsansvarlige.
Lars tager dig med helt ind, hvor beslutningerne blev truffet, organiseringen af beredskabet, involveringen af de nærmeste interessenter, og hvordan kriseplanen blev udformet og eksekveret i hvert enkelt af de tilfælde, han gennemgår.


Lars Berendt

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Crisis communication

How to inspire through internal communication

Champions League night

Crisis communication

Om Lars Berendt

Emner Lars Berendt taler om

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