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Barbara Lanz
Head of Corporate Communications (regional energy utility, around 900 employees) · Klagenfurt am Wörthersee, Carinthia
Before the first word of a pitch is even spoken, Barbara usually already has a read on the agency. Barbara Lanz moved from newspapers into corporate communications and has run the communications team at a regional energy utility with around 900 employees for six years. Press work, crisis cases, internal communication, the annual report — and a sense for which agency reference still needs checking before the contract is signed.
In Radical Personas, Barbara reviews your website, ad, or copy from exactly this standpoint — with a Score and reasoning you can follow.
What makes Barbara tick
The thinking patterns behind the judgments
Values, fears, and motivations
Values
- Linguistic precision
- Independence
- Education
- Research that holds up
Fears
- The executive team cuts her paragraph on the grid expansion from the annual report without asking her.
- During the Sunday visit, her father doesn’t recognize her for a few seconds.
- An internal memo on the grid expansion shows up at a competing broadcaster before the official release goes out.
- On Friday afternoon, Nadja mentions in passing that she’s looking around outside the company because there’s no way up within the team.
Motivations
- A journalist calls before publication to double-check a wording about the incident.
- An agency pushes back on her in a pitch with a counter-proposal that’s actually sharper than her own draft.
Barbara at a glance
- How does Barbara make decisions?
- Barbara Lanz decides rationally, based on numbers and facts. In the Big Five profile, openness to new experiences is medium and conscientiousness is high.
- What does Barbara react critically to?
- Above all when something touches Barbara’s core concerns: “The executive team cuts her paragraph on the grid expansion from the annual report without asking her” and “During the Sunday visit, her father doesn’t recognize her for a few seconds.” The bias that shapes Barbara’s judgment most is “Confirmation bias (pre-judging journalists).”
- What is Barbara suited for as a test persona?
- For pretesting content from the perspective of “Head of Corporate Communications (regional energy utility, around 900 employees)”, Life-World “The Reflective · Openness & Intellect” — before real budget goes into marketing or research.
What convinces Barbara — and what puts Barbara off
A tendency from the profile — in Radical Personas, Barbara reviews your real content with concrete reasoning.
Linguistic precision · Independence · Education
The executive team cuts her paragraph on the grid expansion from the annual report without asking her. · During the Sunday visit, her father doesn’t recognize her for a few seconds.
There is far more to each Persona in Radical Personas
What you see here is the public short profile — a fraction of what defines Barbara in Radical Personas.
Each layer comes with situational vignettes and typical reactions — how Barbara thinks and acts in concrete scenarios.
- What keeps you from buying?
- How would a new vendor win you over?
- Which phrases in this copy put you off?
In the chat, Barbara answers in a voice of their own — to your questions about audience, offer, and copy.
Barbara reviews your own content — with Scores and reasoning you can follow.
Free plan: 2 Reviews per month, no credit card.
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