Hamburg sagt „Nein“ – Wenn Kommunikation an ihre Grenzen stößt

Nein zur Olympiabewerbung - Hamburg geht nicht an den Start

Natürlich, die Kritiker aus der Kollegenschaft haben nach dem Olympia-Aus für Hamburg nicht lange gebraucht, um vermeintliche Schwachstellen in der Kommunikationskampagne des Pro-Olympia-Verbundes auszumachen. Und möglicherweise hätte man an der einen oder anderen Stelle ja tatsächlich auch etwas anders, vielleicht ja sogar besser machen können. Mag sein. Letztlich ist es aber schlichtweg so, dass Kommunikation eben auch keine Wunder vollbringen kann. Die Grenzen dessen, was eine Kampagne – sei sie auch noch so klug durchdacht und hoch budgetiert – bewirken kann, sind schnell erreicht, wenn das grundlegende Vertrauen in Organisationen, Institutionen und Verbände des Sports in einem vergleichbaren Maße erodiert, wie im Kontext der Hamburger Olympiabewerbung. Dass hier bisweilen auch verallgemeinert und unter Generalverdacht gestellt wird – geschenkt.

Skepsis statt Euphorie

Es ist jedenfalls nicht so, als wären die Hamburger Nein-Sager nur einfach unzureichend informiert gewesen, um den Segen zu erkennen, den die Ausrichtung der Spiele für ihre Heimatstadt bedeutet hätte. Genau so wenig sind es die ewigen deutschen Dauernörgler, Schwarzseher und Miesepeter, die einem olympischen Sportspektakel an der Elbe schon frühzeitig die rote Karte gezeigt haben. Wer das glaubt, verschließt die Augen davor, dass es ja durchaus nachvollziehbare Gründe für allerhand Skepsis und Misstrauen gegeben hat. Da braucht es noch nicht einmal einen Verweis auf Ängste, die durch die Pariser Anschläge verursacht worden sind. Beispiel Finanzierung: „Sich in einer Stadt, in der ein mit 77 Millionen Euro veranschlagtes Konzerthaus knapp 800 Millionen kosten kann, etwas kritischer mit Finanzplänen auseinanderzusetzen, hat nichts mit Kleingeistigkeit zu tun. Sondern mit gesundem Menschenverstand.“ Auch andere Großprojekte, wie der bis dato immer noch nicht in Betrieb genommene Berliner Hauptstadtflughafen, lassen den Glauben an die Zuverlässigkeit von Planzahlen doch gehörig schrumpfen. Aber natürlich hat auch der professionelle Sport in der jüngsten Vergangenheit seinen Beitrag dazu geleistet, dass manch sportbegeistertem Bürger die Lust auf ein Kräftemessen olympischen Ausmaßes gehörig vergangen ist: die FIFA versinkt im Korruptionssumpf, der DFB verliert seine Unschuld, ein „Kaiser“ gerät in Misskredit und große nationale Leichtathletikverbände werden des systematischen Dopings überführt. Schützenhilfe sieht gewiss anders aus.

Kommunikation braucht eine gesunde Basis

Nein, am Engagement der Bewerbergesellschaft und dem der sonstigen Olympia-Befürworter hat es unter dem Strich wohl nicht gelegen, dass die Hamburger sich mehrheitlich gegen eine Bewerbung der Hansestadt für die Olympischen Spiele 2024 ausgesprochen haben. Genau so wenig, wie es der Kommunikation trotz etwaiger Versäumnisse anzulasten ist, dass das erforderliche Votum am Ende ausgeblieben ist. Denn Kommunikation braucht auch ein tragfähiges Fundament, um tatsächlich Wirkung entfalten zu können. Die Rahmenbedingungen im Vorfeld der Hamburger Entscheidung waren da sicherlich wenig hilfreich.

Hamburg sagt „Nein“ – Wenn Kommunikation an ihre Grenzen stößt
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