How to manage modern agencies

Laura HermidaIPRN News, News

Jp Kom Manage Modern agencies

At this year’s IPRN Annual Meeting in Beijing, Jörg Pfannenberg, founder of JP│KOM, delivered useful insights into modern agency management. A major theme was how can mid-size, management-owned agencies create value for their stakeholders, while gaining a competitive edge, in a mature market such as Germany? This not only requires a clear vison, a digital first strategy and state-of-the-art management tools. Clear positioning as well as an attractive (employer) brand are needed to engage stakeholders, customers and employees.

Pfannenberg emphasized that Germany’s economic and social climate differs from other markets – even mature ones. Germany’s economy has been growing steadily in the last few years, and the country is a leader in worldwide exports and enjoys almost full employment.

Economic growth also influences the German PR agency market, which has been growing in total revenue and workforce numbers and made considerable progress in quality and professionalization in the past 10 years.

However, the boom results in challenges as well: many industries, PR being one of them, suffer from – as the Germans call it – Fachkräftemangel (shortage of skilled, specialized professionals). The result: an increasingly competitive landscape for recruiting and retaining talented employees, an outright “war for talents”. Good employees are hard to find and even harder to keep.

In this environment, with challenging economic, societal and political trends, agencies constantly have to ask themselves: What does it need to create value and succeed in competition?

To differentiate from competition, an agency needs a clear scope and mission, and of course a clearly defined area of expertise and a unique approach (methods and technology). For JP│KOM this guiding topic is change. Using a strategic approach and management tools, JP│KOM empowers customers – predominantly from B2B and healthcare industries – for the digital transformation.

By Jörg Pfannenberg, JP│KOM

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We celebrated 20 years building Value and Reputation

Laura HermidaIPRN News, News

20 years Stratego

Stratego celebrates 20 years building the reputation of local and international companies based in Panama, allowing us to grow in a sustained manner, developing stable and lasting relationships, providing solutions and strategic thinking, sharing experiences and knowledge, but of above all, creating value for the people, companies and organizations with which we have worked.

At Stratego we believe in communication as the fundamental axis of human relations, working together with our clients and stakeholders to achieve socially just, environmentally responsible and economically healthy growth. Stratego has developed into a strategic consulting organization of reference in our country.

Stratego is a communications consulting firm established since 1998 in Panama City, Republic of Panama, focusing on integrated communications, management of corporate reputation, strategic communications, handling of public opinion, risk and crisis management thru the optics of communications, internal communications, digital marketing strategy, social media listening, content marketing, market intelligence and development of social responsibility projects.

A member of IPRN, Stratego´s portafolio of clients include: Panama Canal, P&G (Procter & Gamble), Philips, London & Regional, Cable Onda, Telecarrier, Cleveland Clinic, among others.

5 fundamental differences between B2B and B2C social media marketing

Laura HermidaIPRN News, News


Like all things in communications, thinking about your audience – their wants, needs, interests – is vital in creating a great strategy with impact that will generate good results. Social media marketing is no different as a form of online marketing creating and sharing content across social media networks for publicity.

Utilising social media as a part of your marketing strategy is often a cost-effective, engaging and direct approach to customers, with the capability of increasing your business’ visibility to a realm of online users. It is a great tactic for a number of reasons, including: improving brand awareness, creating more brand authority, two-way communication with your customers, and resulting in increased traffic to your website through click-through content. Brand competition on social media is high, and if your competitors are already online and dominating the social space in your market, then it is time to act now! Don’t let your competitors take your potential customers.

Now, although the basic principles remain the same, there are some fundamental differences and things to consider when deciphering between a business-to-business (B2B) or business-to-consumer (B2C) approach. In fact, social posts for a B2B business will probably look very different from those created by a B2C business.

In this article, we will look at five of the main differences between B2B and B2C, and why it is important to consider these differing factors going forward in your core communications strategy: content, channels, timings and frecuency, goals and objectives and measurement.

By McOnie

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Communications strategies when talking about women’s health

Cesar CruzIPRN News, News

Womens Health

In a world where the masculine gender invades almost every aspect of life, there are increasingly feminist traits that support women’s visibility. This occurs not only in the family or professional sphere, but also in health, and in particular in health communication.

In the 21st century there are still taboo concepts that seem to have no place in the media, particularly female sexuality. If for decades there has been normal to comment and debate about a certain blue pill that helps men have normal sexual relations, the truth is that little or nothing is said about this situation in women. We do see advertisements for hygiene products or they ask us what do clouds smell like, but what about intimate relationships? Well, they are almost hidden.

In this scenario of almost prohibition every time there are more actors that really support women, care about their health and above all about their sexuality. Pharmaeutical firms and specialists who know women needs and also bring to light to that satisfactory sexual relations are also part of health.

These organizations advocate giving visibility to a situation that affects millions of women, but society has made us believe that they were problems of little relevance. And the strategy of these companies shows support, innovation and above all the need to make known real pathologies that have nothing to do with shame.

What does this communication strategy need to be effective? Four basic elements:

  • Scientific endorsement: Sexuality must be understood as a health issue, a part of it we should protect. We should go to visit a specialist if needed. For this reason, any study or presentation must have the support of expert health professionals who can contribute with their experience and knowledge.
  • Seriousness: A scientific message is useless if it is offered without rigour. The communication must offer a medical profile, which gives notoriety and provides a real view of the problem. Practical cases and concrete examples help to favour its presence in the media. In addition, scientific studies and consensus documents are key when it comes to offering this level of specialization.
  • Simplicity: We look for the effectiveness of the message. Our responsibility when preparing communication materials must be to apply the contents to our daily life. We can send medical messages, but with a proper vocabulary considering the target, so the repercussions can be clearly understood. The message has to be adapted to the interlocutor, since it is not the same to send it to specialists, pharmacists or final clients. It is also advisable to prepare different materials for each of them.
  • Innovation: this is key for a product to be welcome. Regarding female sexuality, Procare Health took a qualitative leap at this point, developing Libicare, the first treatment for female sexual dysfunctions based on natural, hormone-free compounds. Being the first to develop any type of treatment is key when it comes to showing both the power of the company and its support for research.

What is most important within the field of women’s health, therefore, is being honest, the ability to obtain products adapted to specific needs, and in particular, that solve everyday problems. Not only related to sexuality, but to different aspects that only women suffer.


By Evercom

CEOs should get political, say 1 in 3 Germans

Cesar CruzIPRN News, News

News #11 Better Get Political

Should senior executives take a public position on world affairs and political issues, like the CEOs of German Blue Chips Siemens, Daimler, Telekom, Trumpf and Evonik have recently?

5,000 people across Germany were asked this question as part of a survey conducted by JP|KOM and German polling institute Civey from 18 to 21 September 2018. The findings: 31 percent of respondents want CEOs to take a political stance in public, while 40 percent would buy a company’s products more frequently if senior executives openly expressed a political opinion that they share. Meanwhile, 67 percent have already boycotted a company and its products for political reasons.

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Pr Partner starts cooperation with Verba Mayer

Cesar CruzIPRN News, News

Verba Mayr

PR Partner signed a contract for PR support of the Austrian health center “Verba Mayr”, a clinic that provides therapeutic, fitness- and SPA-programs.

The agency’s specialists will provide a range of services for the PR-service contract, including preparation and dissemination of press-releases, initiation of publications and expert’s comments, participation in selections and layouts in federal, regional and industry media. PR Partner team will also work with bloggers and celebrities.

Verba Mayr is the first Austrian health center in Russia working on Mayr medicine basis and providing an opportunity for its guests to assess of the body health, make up an individual recovery program, select treatment and preventive care and SPA procedures, get used to the new nutrition and lifestyle rules.

Blockchain and its application in communication agencies

Cesar CruzIPRN News, News


Blockchain is the ultimate technology called to revolutionize the communications field. Digital identity could become the business keys for the future. But how?

Blockchain technology has come to stay and its already changing many sectors by leaps and bounds. Blockchain is a safe macro-database that can be used with all types of transactions, not always monetary ones. Its main virtue is that every transaction is verified by different users.


How does Blockchain work?

  1. Transaction: two parties want to exchange a value unit and start a transaction.
  2. Block: the transaction is sent with other pending transactions, creating a “block”. This block is sent to the computer network which are part of the system.
  3. Verification: these revolutionary computers, also knowns as “miners”, value the transactions, and through mathematic calculations, determine if they’re valid, based on previously agreed rules. The transaction is then executed by the two parties.

Therefore, blockchain manages to eliminate intermediaries and gives the users control of the processes. For instance, this tool records how many times an ad has been seen, as well as the nature of the source which generated it, improving transparency. This technology also makes it possible to verify what information is true and to reduce the cost of issuing and storing all this information.

On the other side, this tool facilitates control of the publications’ life cycles, from the moment the content is written until it is published in the media. This will also allow to measure the specific audience that every content generates.

Currently, some outlets can publish an article with the cryptographic stamp of the journalist, making it possible to see who the author is in any social network.


Will blockchain be the future of communications?

There are communications firms that already use blockchain technology to register and to store advertisement impressions in real time. This way they guarantee to the advertisers that they are only paying for the ads that are consumed.

All this forms part of the new communication trends that are emerge, grow and develop completely driven by the new technologies that have revolutionized the digital era. As in every revolution there are always bridges and alliances between the world of the past and the world that is born. So Blockchain Media will have to live together with the communicators.

Specifically, in the world of PR agencies blockchain allows to encrypt and store the proposals to customers as a transaction on a platform designed for it. That way, data like the date and the authorship can be recorded, enabling open and secure digital narratives to be generated.

This makes the brand stronger and would eliminate consumer’s fear to be scammed and buy something fake.

What is clear is that this platform will open the windows for fresh air to enter the communications sector and will make emerge new business models. Communications professionals will use blockchain technology the same way we have been using emails the last decades.


Blockchain and its application in social networks

To use blockchain in the future we will need to have a single and universal password, which we will use to use social networks. If all our information were stored in a Blockchain net, the anonymity in social networks, known as troll, will come to an end. This would improve the user’s security.

In this new blockchain world, every person or entity owns their data


By Evercom

A guide to China’s unique social media landscape

Cesar CruzIPRN News, News

Social Media Landscape

A guide to China’s unique social media landscape

In industrialized countries, social media use is mostly homogenous and dominated by a small set of platforms. Due to various social and political circumstances, China has developed its own distinctive social media landscape. Given that many international companies are doing business in China today, it’s useful for communication managers to know which social media platforms are used within the country. At the IPRN conference held in Beijing in May 2018, Athena Wang from China’s leading PR agency Blue Focus gave an overview of current trends and important players in the Chinese market.

At the end of 2017, 772 million Chinese citizens had access to the Internet, making them the largest online population in the world. Out of these users, 97.5% were using their phones to connect to the Internet. China’s mobile netizens already make many of their purchases on their smartphones. As the following graphic shows, a high percentage of users use their phones to make payments (70%), do their shopping (67.2%) and book their travel (39.7%).

For China’s social media and e-commerce platforms, this means that “mobile first” is a must. This has resulted in a massive shift in the country’s media use: People read the news, use messaging services, watch movies, shop and pay their bills on their phones. Chinese users rely on their phones to manage most of their business and leisure activities. And apps such as WeChat and Sina Weibo are their main sources of news.

The prevalence of smartphones in China’s business environment and leisure time results in a highly competitive market for smartphone apps. As the following graphic illustrates, for every app which is dominant in the West such as YouTube, Facebook and Instagram, there are up to 20 apps with similar functions fighting for their share of the Chinese market.

Popular platforms and trends

Although China’s social media landscape is very diverse, just like in western countries, there are a few companies and platforms that have built up a large following of mobile netizens over time, like WeChat or Sina Weibo.

Video streaming platforms are also becoming increasingly popular in China. At the moment, the two biggest brands are Alibaba’s Youku Tudou and Baidu’s iQiyi, both counting more than 500 million monthly active users.

Just like Twitch, which has gained massive – predominantly young – audiences over the last few years, live broadcasting apps like Yizhibo, Inke and Douyu have become very popular in China and have quickly moved beyond the niche of gaming.

A unique trend is reflecting one of China’s most popular leisure activities: karaoke. While the popular instant music video platform is mostly aimed at young people in western countries, karaoke apps like Changba, Quanmin K Ge and Douyin reach a much wider audience in China with up to one third of the country’s population using at least one of them.

Another example of a popular platform that started off based on user-generated content is Zhihu. With more than 100 million registered users – 26 million active users per month – Zhihu is one of China’s most important platforms for gathering information and expressing one’s opinion.

Microsoft’s business network LinkedIn is worth a mention as well: while its 30 million+ Chinese community is still relatively small compared to the country’s other platforms, it is one of the only global social media sites that is available in China. This makes LinkedIn extremely valuable for international businesses and communication managers.
China and the West – not so different after all?

While China’s social media landscape is vastly different from the rest of the world’s, recent developments and trends are similar in both cultures, regardless of the different apps and platforms: communication now flows from the bottom up not top-down, content is king, the line between online and offline is blurred, politics are bigger than ever on social media, and social media creates opportunities and challenges.

One example is Mercedes-Benz quoting the Dalai Lama – a very sensitive issue in China – in a campaign posted on Instagram. Once Chinese netizens became aware of this, an outcry followed, leading Mercedes-Benz to issue a public apology on its official Sina Weibo channel. The Ministry of Foreign Affairs also responded to Mercedes-Benz’s apology in an online statement. This shows that national borders are dissolving in today’s social media landscape. Once content is published online, it develops a life of its own – and communications professionals need to be prepared for that!

Authors:  Athena Wang (Blue Focus), supported by Dennis Lüneburger (JP│KOM)

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Blue Focus

Established in 1996, Blue Focus became the first publicly listed integrated communications group in China in 2010. Headquartered in Beijing, Blue Focus currently has more than 6,000 employees and generated a revenue of RMB 15.2 billion (USD 2.24 billion) in 2017, making it one of the world’s 10 biggest PR firms.



The International Public Relations Network (IPRN) is one of the world’s largest independent agency networks. Founded in 1995, it is well established. Its 40 member agencies are located in 28 different countries all over the world.


Athena Wang

Athena Wang is a Senior Account Manager at Blue Focus in Beijing and a former chairman of the IPRN Executive Council. Blue Focus hosted the International PR Network’s Annual General Meeting and Conference in Beijing in May 2018.


Dennis Lüneburger

Dennis Lüneburger works as a Junior Consultant for IPRN member JP│KOM in Frankfurt, Germany.

To # or not to #

Cesar CruzIPRN News, News


Social media advertising, or influencer marketing: a popular and effective marketing tactic to reach a targeted audience and increase brand awareness.

The plug

So, “influencer marketing” is a trendy buzz word in communications, an approach that has skyrocketed in popularity over the last few years. Done right, influencer marketing can lead to unparalleled sales growth results and can generate oodles of ROI for a brand or business.

Influencer marketing is the promotion and selling of products or services through the influencer’s online platforms or social media channels; YouTube, Snap Chat, Twitter, Instagram, Facebook, you get the gist. An influencer can be anyone with a mass of following. Brands work with such influencers, leveraging a partnership through gifting products or by sponsoring social media posts to amplify their own brand awareness and popularity by association.

The # controversy

All sounds gravy, right? WRONG.

Since the rise in excitement of social media and influencer marketing, the Advertising Standards Authority (ASA) and Competition and Markets Authority (CMA) has had to intervene a number of times in order to draw the line of between seemingly-authentic posting and sponsored, paid-for advertising. In 2016, new rules were introduced that require influencers to disclose and communicate clearly when content is paid-for or is part of a sponsorship deal by including hashtags like #sponsored, #sp, #spon, #ad. Brands and influencers were not particularly happy as this dilutes the post’s sense of authenticity – one of the most attractive characteristics of influencer marketing.

On 16th August 2018 the CMA announced it is launching a new investigation “into concerns that social media stars are not properly declaring when they have been paid, or otherwise rewarded, to endorse goods or services”.

It will be interesting to see if this slap on the wrist will impact on influencer marketing and the way in which brands work with influencers and celebrities. With the key selling point of authenticity further compromised, will brands still be bidding to work with the likes of Instagram’s biggest and brightest? Or will the frenzy of hashtags and required clarity in brand collaboration start to take the fun out of this popular marketing trend? In marketing and publicity, authenticity matters. The entire field of content creation evolved from a demand for authenticity, and we don’t see this evaporating any time soon. Today consumers are not passive, and grow quickly tired of obvious advertising, gravitating more towards seemingly more authentic, trustworthy information. With social media users being quick to comment on signs of insincerity and inaccuracy, I think it will be harder for influencers and brands alike to keep audiences engaged – only time will tell.

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Fake news, post-truth and artificial intelligence, principal topics of EACD European Communication Summit celebrated in Berlin

Cesar CruzIPRN News, News

EADC in Berlin

With the assistance of more than 400 professionals from all over Europe related to Corporate Communication, the “European Communication Summit” was held in Berlin, organized by the EACD, in which IPRN was present through our President, Luis González.

Topics such as fake news, post-truth, artificial intelligence, trust, multilinguality, empathy, the construction of reputation or the evolution of the role of the CCO have been discussed.

Focused on a subject such as post-truth, it was commented that false news moves through networks because it is cheap and there is no control, but there is a clear tendency of people who are willing to pay for having truthful sources.In this respect, the New York Times is clear that “if you want to have good and true news you have to pay for them.Journalism is still a very necessary profession but the problem is that the struggle to be the first to inform makes contrasting the truth more and more difficult.

It was also commented that in many countries where television news is not credible, social networks are seen as the best alternative to see things from another point of view.

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The CEO’s reputation (part II)

Cesar CruzNews

The reputation of CEOs is becoming more and more important every day and is closely related to the reputation of the company and its brands.

Last week I shared some criteria to strengthen the reputation of CEOs and on this occasion I would like to complete this topic, with results from Reputation Institute’s Inaugural 2018 CEO RepTrak®, about the ten most recognized CEOs in the world. The main characteristics which identify these CEOs were: empathy, trust, consistency, social responsibility and openness.

The top 10 CEOs with the best reputation according to the study are: Sundar Pichai (Google); Keith Barr (InterContinental Hotels Group); Tatsumi Kimishima (Nintendo); Denise Morrison (Campbell Soup Company); Dirk Van de Put (Mondelēz International); Ralph Hamers (ING, retail banking); Bernard Hess (The Kraft Heinz Company); Jeff Weiner (LinkedIn); Fabrizio Freda (The Estée Lauder Companies) and Giorgio Armani (Giorgio Armani). The most prominent is Google’s Sundar Pichai, who is recognized for his excellent reputation, leadership, management, influence, strategic vision, responsibility and his ability to anticipate change. In addition to his strong position against climate change, migration and the defense of human rights.

That same commitment of being a positive part of society has earned Denise Morrison, CEO of Campbell Soup, an honorable mention. She is the only woman in the top 10 list. Morrison has worked to transform Campbell, a company of almost 150 years, into a socially responsible brand. All this by promoting initiatives to fight hunger and improve food labeling. Under her leadership, Campbell has advanced with several initiatives promoting the empowerment of women.

As stated in the report from Reputation Institute, this ranking leaves great lessons for the corporate world. The most important, perhaps, is how much the role of the CEO has evolved. It is no longer enough to generate financial results like Jack Welch or develop innovative products such as Steve Jobs. We are in the era of CEO activism. That is why we see a new generation of CEOs, with different profiles and competences than the previous ones. In fact, other data from the study indicates that it was the year (2017-2018) with the highest CEO turnover. More than 132 leaders resigned in January 2018.

Apparently the leadership in the corporate world is evolving, to meet the expectations of society in economic, social and environmental matters.

Gustavo Manrique Salas, Director of Strategic Communications & Partner at Stratego.

IPRN Agencies win Gold Stevie Awards with Outstanding Projects

Cesar CruzNews

Stevies 2018 Award

Prestigious Stevie Awards were awarded to three member agencies of the International Public Relations Network (IPRN), an organization comprised of more than 40 independent agencies located around the globe with the goal of brining international capabilities to local clients.  The winning IPRN’s members – Public Dialogue of Poland, Central de Informação of Portugal and Channel V Media, from New York, earned the highest honors – Gold Stevie Awards – during the International Business Awards (IBA) competition.

“These awards speak clearly about the high talent of IPRN member agencies, who not only competed and won in this prestigious international competition but took top honors,” said Luis Gonzalez, president of IPRN. “Our members are independent agencies that provide local and international PR campaigns, and these awards, as many others that IPRN agencies win every year, underscore their ability to do so competently and efficiently. Our most sincere congratulations to Public Dialogue, Central de Informação and Channel V Media,” said Gonzalez.

IBA, who organized the Stevie Awards, is among the most important PR business awards in the world. The competition was created in 2002 to honor and promote the achievements and successes of communication and PR specialist companies from around the world. In 2018, over 3900 projects from 74 countries were submitted to the competition from almost all industries. The winning projects were selected based on ratings issued by over 270 managers from around the world gathered in 12 groups of the jury. More information about the contest can be found here :

Central de Informação won the Gold Stevie Award in the category of Internal Communication. The campaign entitled “We Rock Fest,” was developed for multinational Dachser and included a multi-day festival across Bilbao, Zaragoza, Madrid, Valencia, Seville, Porto and Barcelona.  The aim was to celebrate the change of brand and image resulting from the acquisition of Azkar by Dachser. This was the second prize won by Central de Informação for this project, after receiving the “Project of the Year 2018” award from the International Public Relations Network (IPRN) in Beijing last May.

The winning project from Public Dialogue was entitled, “ibis. music lives here” and was implemented for the ibis family of hotels, part of the Orbis Hotel Group. The goal of the campaign was to create brand awareness for the hotel group among Millennials. Members of IBA distinguished the project for its significant media coverage and its creativity in reaching Millennials through music.

Channel V Media was recognized with a Gold Stievie award for Its work with AI company Albert. In 2016 Channel V Media introduced Albert to the U.S. market ahead of other soon-to-launch business artificial intelligence technologies. In 2017, the agency’s public relations strategy evolved from introducing AI to a business community that was at best unfamiliar with it, and at worst skeptical of it, to driving mainstream adoption of the increasingly in-demand product.

IPRN agencies will receive their Gold Stevie’s at a BIA ceremony in London on October 20, 2018.

Abicalçados appoints Yardstick Marketing to support Brazilian Shoe brands in the UAE

Cesar CruzNews

Logo Abicalados

Yardstick Marketing Management, an integrated consultancy that delivers accountable, effective and thought-provoking strategies in all aspects of media is appointed by Abicalçados to increase exports and exposure of Brazilian footwear brands in the region.  Yardstick Marketing with its varied clientele will extend its full-fledged support to undertake a strategic mass media outreach towards the Brazilian Shoe Brands in the UAE.

Commenting on the partnership Roberta Ramos, Abicalçados’ Project Manager said, “Each of the Brazilian shoe brands possesses uniquely beautiful attributes that define the regions cultural beginnings. With the largest shoe cluster in the world, Brazil is conquering markets that are more and more demanding, thanks to a diversified production that meets the orders for all the quantities for anywhere around the globe, with products with prices, styles, designs, fashion, quality and outstanding cost and benefit. With Yardstick Marketing onboard we are hopeful to reach out to the target market owing to the great amount of experience they bring along with themselves.  We are looking forward to a large number of shoe exports to the region.”

The Brazilian Footwear is an exports promotion program developed by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) aiming to increase exports and exposure of Brazilian footwear brands through development, trade promotion, and image actions focusing on the international market.

Anishkaa Gehani, Managing Director, Yardstick Marketing Management, Dubai said, “We are extremely pleased on our appointment with Abicalçados. Each of these Brazilian brands possesses uniquely beautiful attributes that define its cultural beginnings. The United Arab Emirates being a melting point of different cultures is always on the lookout for unique designs that are acknowledged all around the world and we are very delighted to introduce them to our markets. Research shows that footwear trends in the region will be heavily influenced by the international fashion scene, where consumers look for latest styles along with comfort and high quality when buying. Having worked with a number of associations earlier we are looking forward to a fruitful association.”

Inna Alexeeva’s greatest year

Cesar CruzNews

Inna Anisimova and Luis Canomanuel

Inna Anisimova (before Alexeeva) is having her greatest and most demanding year: her third baby, Anton, was born early September, PR & Partner continues growing and she laureated in the Global IESE MBA in June in Barcelona, after a year and a half of hard work including spending 18 weeks in 8 cities of the 5 continents. She decided also to change her name for the one of her husband, Anisimova instead of Alexeeva.

PR Partner, continues to be one of the top 10 PR agencies in Russia overcoming all the sanctions and problems that Russia suffers and a proud and proactive member of IPRN.

In the year of women, Inna is the IPRN candidate for top honors.

Congratulations Inna!

In the photo, Inna Anisimova in her IESE graduation in Barcelona with Luis Canomanuel, General Secretary of IPRN.

Factors than weaken the brand image and reputation of the Saudi hospitality sector


The W7Worldwide Division for Research and Analytical Study have developed an advisory report covering the hospitality sector. The division consists of seasoned consultants who are professionals in multiple field and have a deep understanding and key valuable insights to offer various sectors a glimpse at the intricacies of image and reputation.

This advisory report presented “10 factors that weakened the brand image and reputation of the Saudi hospitality sector” in hopes to motivate Hospitality sector in Saudi Arabia to not overlook image and reputation management.

Advisory report (July 2018) that targets the hospitality and hotel sector classified the unavailability of the creative content as one of the main factors that led to the absence of the appropriate brand image and reputation.

According to the Council of Economic and Development Affairs (affiliated with the Saudi Council of Ministers), the contribution of the tourism sector is expected to increase in GDP from 3.5% to above 10% by 2030, which requires extensive efforts to be exerted from the hospitality and hotel sector to build a solid brand image and reputation that is considered as the major component to attract customers in and out of the Kingdom, and promote the religious, heritage and entertaining tourism.

On the other hand, the analysis of the private interviews steered with some managerial bodies in the hotel sector revealed some factors that are directly and indirectly contributing in the absence and weakness of the brand image of the hotel sector in the Kingdom.

The Advisors Team concluded with a few recommendations that could help in building an effective brand image and reputation that will witness, according to the Saudi Hotel Investment Forum held in February this year, extensive progress within the Kingdom’s booming tourism. This will be attained by enhancing the hotels’ march of development at an annual combined ratio of 16% by to 2021.

The industry’s concerned officials must to ensure building a solid brand image and reputation that will be aligned with the Kingdom’s Vision of 2030. In the same way, it’s very important to allocate the task of framing the brand in the hotel sector to specialized local agencies.

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Susanne Marell chooses JP│KOM

Maria Verónica Diaz RamosIPRN News, News

Susanne Marell has made her decision: from 1 October 2018, she will be Managing Director at communications agency JP│KOM, which has offices in Düsseldorf and Frankfurt am Main.

In this role, she will be responsible for Human Resources and New Business. Marell will also be involved in the strategic management of JP│KOM, and will receive shares in the agency over the coming years.

Marell joins the agency from Edelman.ergo where, as CEO for Germany, she has overseen the firm’s transformation into an integrated communications provider over the last six years. Previous to this, Marell’s positions included Vice President of Corporate Brand Management at BASF and Vice President of Corporate Communications at the specialty chemicals company Cognis.
“We are delighted and proud that Susanne Marell has decided to join us here at JP│KOM. No doubt, she is one of the best communications managers in Germany,” says agency founder Jörg Pfannenberg. “Susanne and JP│KOM are well known for operational excellence for years now, and both our customers and employees will benefit from us working together.”

Susanne Marell has been familiar with JP│KOM for some time: “Jörg Pfannenberg and I first met almost 30 years ago at Kohtes Klewes, while Arne Borgards was my consultant during my Cognis years. I’m really excited about the opportunity to serve clients directly again at JP│KOM and to implement my vision of excellent communications. Above all, I can’t wait to work with my new colleagues to help shape the agency of the future. Now more than ever, the transformation of the market requires creative and progressive agency concepts. And last but not least, I’m looking forward to going to work every day at the beautiful Schwanenhöfe in Düsseldorf.”

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Strategic alliance between Monet + Associates Agency and Passerelles Agency

iprnIPRN News, News

Passerelles announces its association with Monet + Associates which take a minor part
in its capital.

Those French agencies, both members of IPRN, evolve with one another on the public
relations market, a sector which is on a roll but need more and more an advanced
expertise, especially in the digital.

“This alliance is an excellent news because it will allow us to accelerate our
digitalization and our relations with web influencers. We already work with Julien
Monet’s teams for certain clients and I am glad about the quality of our exchanges and
their professionalism”, said Chantal Carrère-Cuny, the CEO of Passerelles.

Comunicación Iberoamericana has been selected as PR agency in Spain for Turkish Airlines

Maria Verónica Diaz RamosIPRN News, News

Comunicación Iberoamericana, the agency specializing in tourism promotion will be the PR agency of Turkish Airlines in Spain, focusing on developing public relations strategies, reputation, press relations and actions aimed at the final consumer that increase the airline’s position within the Spanish market.

Turkish Airlines is recognized for its extensive network of connections throughout the world and for the excellent quality and variety of its services, such as its award-winning catering, its VIP Lounge at Atatürk Airport in Istanbul, awarded as the “Best VIP Room in the World”, and its complete entertainment on board. In Spain, Turkish Airlines has 63 weekly flights from Madrid, Malaga, Barcelona, Valencia and Bilbao -cities where the company has its own offices- to Istanbul, from where the airline flies to 303 destinations in 121 countries at this time.

For Diego Barceló, CEO of Comunicación Iberoamericana, “this new account represents a big step forward for the agency. Expanding our client base with an airline with the reputation of Turkish Airlines is an exciting challenge. We are very proud to apply our experience in tourism promotion to strengthen the positioning of the company as the best option for Spanish travelers to travel to more than 300 destinations to which the company flies”.

IPRN Awards in China: rock music, robots and hurricanes

Maria Verónica Diaz RamosIPRN News, News

The annual conference of the International Public Relations Network (IPRN) announced the winners of the Project of the Year (POTY) competition, with the winners demonstrating 4 examples of outstanding PR work.

The 23rd Annual Meeting of the International Public Relations Network IPRN took place this year in Beijing under the theme “Managing a better business”. For five days, the owners and senior managers of agencies from all continents discussed about industry trends, best practices, and agencies management. The host this year, was Blue Focus (7,000 employees and 2.500M €), the largest PR agency in China and a top player in the world.

The participants chose the best projects of the year (IPRN Project of the Year Awards) from 15 finalists in the categories “Best Project of the Year”, “B2B”, “B2C” and “Corporate Social Responsibility”, after full presentations to delegates who act as the judges, showing a high level of knowledge due to the impressive excellence of the projects.

Winning project: “We Rock Fest” for Dachser in Spain and Portugal

Customer. Dachser, in Portugal and Spain<i

Agency. Central de Informação (Portugal)

Tasks. Dachser took over the Spanish logistics company Azkar in 2014. The integration process was completed in May 2017 and for this Dachser needed a project that combined the public announcement of the acquisition and the celebration with the 4,000 Iberian employees entering the Dachser organization.

Strategy & Measures. The communication was rolled out in three phases: communication with the Portuguese media, with an invitation of journalists for the world announcement at the Munich Fair, launch on the same day of Dachser Newspaper, distributed in the 80 Dachser branches in Portugal and Spain and “We Rock Fest”, a music festival for all employees and their families.

“We Rock Fest” took place from 3th June to 27th July at seven locations in Portugal and Spain. The Dachser staff received a festival kit with tickets for their families, food vouchers and free transfer to venues. A communication campaign with flyers, posters and magazines attracted a large number of employees.

Result. Spanish and Portuguese media reported on the press conference and takeover. More than 80% of the employees attended the festival in the summer of 2017. Due to the success In September 2018, the second edition of the festival will take place in Madrid.

Winner B2B: “Will robots steal our jobs?”

Customer. The Chartered Institute of Ergonomics and Human Factors (Professional Association Ergonomics & Robotics)
Agency. McOnie (United Kingdom)

Tasks. The CIEHF wanted to show how the organization is relevant to business and professionals with a wealth of knowledge and insight, able to provide commentary on hot industry issues.

Strategy & Measures. A story had to be found that was compelling and could put CIEHF in the limelight. McOnie identified that the key issue in manufacturing was “Will robots steal our jobs?”

The basis for answering this question was an online survey through CV Library of more than 1,000 executives from the manufacturing sector. Based on the results, the story for the campaign was created. The results were prepared as a data report and press releases, Q & As and statements were disseminated across various media outlets. The representatives of the CIEHF were trained for dialogue and interviews with manufacturers and the media.

Result. 39 media reports reached over 10 million readers. 65% of the coverage was in “Tier 1 & 2” publications. The Twitter account of the CIEHF increased dramatically with visits. It put the CIEHF on the map.

Winner Corporate Social Responsibility: “PR in the Midst of a Hurricane”

Customer. Healthcare Ready (NGO for better health care during and after natural disasters, behind which stands the pharmaceutical industry)

Customer. Healthcare Ready (a U.S.-based NGO dedicated to build and enhance the resiliency of communities’ healthcare systems before, during and after natural disasters)

Agency. JPA Health Communications (United States and United Kingdom)

Tasks. During the three-month hurricane season in the U.S. from June to September 2017, many residents were displaced and left without access to their medical treatment and prescription drugs. Healthcare Ready was poised to help strengthen supply chains through coordination with public health and private sectors. However, there was little awareness of the powerful gap this organization could fill.

Strategy & Measures. The campaign was developed in three directions: Awareness, Education and Engagement. JPA rapidly engaged the media in hurricane-impacted regions to alert residents about options for filling their prescription medications. Further, the team engaged national media to educate them about the unmet needs and role of Healthcare Ready. Lastly, policymakers, medical personnel and other stakeholders were engaged on this important topic.

Result. Over 40 individual articles were written on Healthcare Ready (including Newsweek, USA Today, Huffington Post) with a reach of 435 million people. Healthcare Ready received more donations than before through reporting and was able to further position itself as an expert and opinion leader in the media after the hurricane season.

Winner B2C: “Reimagining a Jewelry brand”

Customer. Fortune & Frame (A New York City based jewelry brand)

Agency. Channel V Media (United States)

Tasks. In 2017, CVM reimagined three year-old jewelry brand Fortune & Frame’s visual branding and communications program to reflect its transition from an early-stage startup to an in-demand retailer, coveted by celebrities, influencers and everyday women looking for a special place to store their fortunes and other inspirational messages.

Strategy & Measures. This project encompassed a digital overhaul, influencer marketing program and public relations campaign. CVM designed and developed a completely custom ecommerce site for the jewelry brand. From there, the agency devised a plan to get Fortune & Frame into the hands of celebrities and influencers based solely on offering free product in return for exposure and content. The highlight of our work was in November, when Whoopi Goldberg identified Fortune & Frame’s lockets as one of her “Whoopi’s Favorite Things” and featured the jewelry extensively on a nationwide special episode that ran on her birthday.

As a result of the coverage and exposure secured throughout the campaign, Fortune & Frame secured orders and new drop-ship relationships with QVC, Ahalife, The Grommet, Love Adorned and a number of other high profile retailers. This campaign resulted in a $500,000 increase in sales for the jewelry brand.

By Jörg Pfannenberg and Dennis Lüneburger

JP│KOM has been a member of the IPRN since 2003 and thus has more than 40 cooperation partners worldwide. Each of these agencies is one of the market leaders in their country.

A good example of an international communication campaign

Maria Verónica Diaz RamosIPRN News, News

When a petroleum and refinery company based in Seoul, Korea met the requirements for the first engine oil in Korea to meet API SN Plus standards, sharing the news around the globe was paramount. Increasingly stringent fuel economy and emissions standards around the globe have forced the development of smaller engines that run at high sustained temperatures and pressures. The company’s new credentials meant the Korean market and many others around the world would have a reliable oil that can keep their hard-working engines protected.

To announce the certification, an akhia communications client requested assistance to distribute a press release. The certification’s global reach required an international partnership to effectively execute across multiple countries.

Akhia sent the client’s release to eight IPRN communication and public relations agencies to be translated and slightly adapted to account for the different cultures in Russia, India, France, Germany, UK, Brazil, China and Mexico. As true partners, contacts also provided recommended pitching strategies to align with their country’s protocols to garner the best results.

Each IPRN contact shared the release with influential automotive trade media in their respective countries and continued to follow up to ensure the appropriate audiences were being reached.

All countries involved operated as an international team committed to driving results for the client throughout the three-month project. International collaboration among each country played a significant role in the success of the program—16 total placements in six countries and nearly 400,000 impressions. Better yet, the client saw the value of the program and has plans to engage IPRN to share additional announcements in the near future.

Ahkia Communications

The CEO’s reputation

Maria Verónica Diaz RamosIPRN News, News

It is a fact that the majority of people do not recognize, and are probably not interested to know who is the leader of a corporation, what is his vision and his trajectory. However, for some stakeholders knowing the reputation of a company’s CEO is essential. Several studies, among which it is worthwhile to quote the CEO Reputation Premium, from the Weber Shandwick firm, estimate that 44% of a company´s market value depends on its CEO´s reputation.

In this sense, society demands new leadership. Edelman´s Trust Barometer, presented every year at the World Economic Forum, expresses that confidence in institutions and their leaders is lower than ever. This includes employers.

“The traits needed to be a great leader are changing rapidly. Evaluating the performance of a CEO based only on the company´s turnover is not enough anymore. There is a new emerging era, in which the intangibles in reputation are encouraging political, social and economic changes, giving the CEO reasons to reconsider their role as leaders. To be relevant today you have to be a leader with a conscience”. This is the reflection made by Stephen Hahn-Griffiths of the Reputation Institute at the presentation in Boston of this year´s CEO RepTrak®.

It is important to point out that the conclusions of the 2018 CEO RepTrak® identified that those companies that prioritize social responsibility, have a CEO with greater reputation against others who only focus on financial metrics. Great leadership is closely related to social contributions and ethical and transparent behavior.

Four basic dimensions are considered to evaluate the reputation of a CEO.

1. Leadership: The CEO has a strong image of leadership, he possesses a clear strategic vision and has the ability to anticipate change.
2. Influence: the CEO has communication skills, a global perspective and is perceived as highly influential.
3. Liability: the CEO acts responsibly, behaves ethically, and cares about social causes.
4. Management: The CEO is an effective manager, understands the business, and creates value for its stakeholders.

Gustavo Manrique Salas
Director of Strategic Communications & Partner at Stratego.

What sort of added value is my agency bringing?

Maria Verónica Diaz RamosIPRN News, News

Clients are busy. Even as the work agencies do for them helps relieve that burden, it’s not always top of mind for clients to consider the question: “What sort of added value is my agency bringing?” But that doesn’t mean they can’t get answers.

Here’s something our U.S. based agency is doing to show value to its clients. akhia communications developed a Client Value Report (CVR) that features what they’ve done recently for specific clients in terms of statistics that support KPIs, results that show how they supported business objectives, and stories that show how we were able to bring clarity to the complex and maximize their program. From akhia’s perspective, a CVR shows how the agency lives their mission, showcases their purpose and uplifts their clients, all at once.

From a client’s perspective, these eye-catching CVRs go deeper to make a business case and show the value their program brings to the business overall, and in turn show the value the client is bringing to their organization.

Meanwhile, by being templated, these CVRs are turnkey in their production. But because the data points are different across clients, they’re customized too.

JP│KOM gives new recruitment method a whirl

Maria Verónica Diaz RamosIPRN News, News

JP│KOM made a departure from conventional recruiting methods and tried out a more unusual way of finding new talent: they hosted a “speed dating” event for young professionals, in cooperation with the Berlin-based School for Communication and Management (SCM).

On Wednesday, June 27th, 36 applicants descended to the agency’s Dusseldorf office. Each of them was given three minutes to convince each participating agency of their skills: in addition to JP│KOM, five other agencies took part, including international agencies D’ART DESIGN GRUPPE and Palmer Hargreaves.

Afterwards, applicants and employees came together for a party on the roof terrace.

For more information, visit stell-mich-ein.

Trello my life By Presigno

Maria Verónica Diaz RamosNews, Newsletters

Are you lost in paperwork? You have many projects and all kinds of small things to do at the same time, but no idea how all this is supposed to fit on a Post-it? We all know this. This year our agency team has started to transfer a large part of our flood of Excel, Word and To-do documents into the digital world. We no longer have 19 different tables for project status and organisational matters. Now we use a board on Trello. What’s that? A well thought-out project management software.

A board for all cases
How does Trello work? After a short registration on the Trello website or the app, users can create their own workspaces, so-called boards. These can be used completely privately or together in a team. In our agency, almost everyone has a private board for personal tasks. We work on large projects together on a board to which everyone has access and on which every member can work. Changes are synchronised in real time and are immediately visible to everyone.
Boards can be further divided into lists and maps. The lists function as categories to which tasks e.g. can be assigned. With just a few clicks, a series of lists can be created. In our case, we use lists such as “press releases”, “editorial inquiries”, “social media” or “dates”, with the help of which we can record central tasks for each customer and each project.

The individual cards that can be added to the lists are particularly versatile. Cards can easily be re-sorted and moved to other lists on the board. By clicking on the respective map, the content can be further developed with the help of numerous functions.

An example: I create the card “Press text XY” in the “Press texts” list. Clicking on the map opens it and I get more options. For example, I can assign color labels and enter a detailed description of the task. In the right pane, I can add members to the task board to clarify responsibilities, create checklists, set deadlines or upload attachments such as Word documents, images or web links. The advantage: Every member now has access to the attachment, either as a preview or as a download on their own desktop. Under “Actions” you can also move or copy the respective card to other boards and you can also subscribe to the card to see future changes. But one point of criticism remains: Duplicating a card to another board does not automatically synchronise changes to that card. In the end you have to update the map information on every board.

Interaction is everything

Trello shows its strengths especially when many members work on one board. We use the work areas both in the agency team and together with our clients. This enables a quick exchange of information. Brainstorming in the group is also possible without any problems. If I want to address a certain member within a card, it is sufficient to mark the person with the @-sign in the comment function.
Whether it’s organising our projects, exchanging and dealing with customers or working through the many small tasks of a working day – Trello helps to simplify processes and eliminate the annoying paperwork.

The confidence factor

Maria Verónica Diaz RamosNews, Newsletters

We live in a world where mistrust begins to reign and in which the fundamental actors of the progress of humanity lose legitimacy. You can do an exercise to validate the trust you have in politicians and / or political parties, representatives of Congress and businessmen, just to mention some key players in our society. If your scale is from 1 to 10 and your confidence index is 5 or below, it means that you are part of a majority that is losing confidence in its leaders.

The loss of confidence weakens the social fabric, it is fertile ground to erode the institutional framework and a catalyst of populism.

According to the confidence barometer elaborated by Edelman, which measures four institutions: NGOs, businesses, Governments and media, only 48% of the general population relies on its institutions, although the proportion rises to 59% if deemed to the more informed public.

For the preparation of the report which reaches its 18th Edition, the consulting firm conducted surveys in 28 countries in different regions of the planet. People are divided into two groups. On one hand, the informed public, composed of individuals aged 25 to 64, with college degrees and considered as part of the higher-income population and the remaining group is what they call general public.

The first factor that stands out from the report corresponds to the loss of confidence in the media, in large part because of the scale of fake news, flooding social media with their increasing bad influence in society. However, people´s mistrust due to fake news is benefiting the consolidated journalistic brands, which have turned into refugees against lies. The loss of trust in the media is evident in data: 63% of respondents acknowledge not knowing how to distinguish between good journalism and falsehoods, as well as their inability to know if a story has been developed by professional media or not.

The interesting thing is that because of this phenomenon, increasingly more people renewed their confidence in traditional media. This is very relevant because it shows that the professional editorial rooms constitute a recognized value to give credibility to the news.

Another interesting fact is that, according to the report, it seemed that confidence in the companies is rising in recent years and the confidence index is almost on par with that of the NGOs. The companies have become the agent of change that society demands. Entrepreneurs are reliable and a high percentage of respondents claim that they trust their own companies and believe that a company can carry out actions that increase the benefits, at the same time that they are improving the social conditions of the community in which it operates.

Confidence in corporate managers has also increased after a fall last year. Two out of every three respondents say they want their company´s directors to take the lead in political changes.

Society and progress are only sustainable in a framework of relationships based on trust and for that reason, I take this opportunity to reiterate a phrase from Francis Fukuyama: “trust is a large economic value and the only and penetrating cultural property that determines the well-being of a nation and its ability to compete”.

Gustavo Manrique Salas
Director of Strategic Communications & Partner at Stratego.

PR Partner starts the summer with important events

Maria Verónica Diaz RamosIPRN News, News

On the 14th of June the Sony Pictures Club evening meeting, organized by PR Patner event-division, was held.

The event took place at the open summer verandah of the “Balkon” restaurant, which is on the 7th floor of Lotte Plaza. Guests were chatting and having dinner in the relaxed atmosphere while contemplating the sunset.

In the middle of the program the visitors were amused by a barmen-show and a cocktail degustation. The pleasure of the evening was the photo zone, which was nothing less than a 2-meter “S”, executed from stabilized moss decorated with white roses. Aside from that, the construction was highlighted in various colors, that maintained a peculiar air during the night.

On the other hand, on the 18th of June PR Partner provided support of Rittal company and its new large enclosure system VX25 at the 15th international Oil and Gas exhibition MIOGE 2018 in Crocus Expo.

PR Partner team created the concept of the new system VX25 presentation and organized an interactive table and a photo robot to attract visitors to the showcase. In addition, specialists of the agency were responsible for accreditation of the media, preparation of the press materials for the journalists, informational support of the event and coordination of the presentation during the exhibition.

The conference was attended by 17 journalists from industrial and IT media: Automation in Industry, Energy and Industry in Russia, Automation in IT and Energy, Electrotechnics Market, IKS and others.

Crest Communications opened new athletic stadium in Prague

Maria Verónica Diaz RamosIPRN News, News

Crest Communications organised a series of celebrations of 20th anniversary of BB Centrum, the biggest administrative complex in the Czech Republic, for the real estate developer PASSERINVEST GROUP.

On this occasion the founder and owner of the company, Mr. Radim Passer together with the former world-record-holder, Olympic gold medal winner in decathlon, Mr. Roman Šebrle, solemnly opened a new athletic stadium fully financed by the development company.

The facility includes oval track, sprinters’ straight track, landing areas for long jump and high jump, as well as playing field for floorball, badminton and will be used by local pre-school, elementary school and high school. It will partially available also for the general public.

Twenty-one-year-old communications agency unveils new branding and updated as it looks to the future

Maria Verónica Diaz RamosIPRN News, News

AKHIA has launched its new brand and is now marketing itself as Akhia Communications. The Hudson-based agency has been in business for more than 20 years and has spent the last few years shifting its focus toward holistic communication consulting for businesses. Along with a new look, new focus and new website, Akhia Communications also unveiled the new tagline: Communications that drive business.

“The needs of our clients have changed, and we have evolved so that we can continue to live our mission: ‘To exceed expectations, in all that we do,’” said Ben Brugler, president and CEO, Akhia Communications. “For us, that meant building our teams and capabilities to help our clients achieve their business and communications goals across departments and entire organizations. We know that communications isn’t just for marketers anymore – successful organizations take a more strategic approach, starting with business goals first.”

The new is the hub of the new brand and Akhia’s brand story, including specialties, approach, people, case studies and the unique way the agency organizes cross-functional client teams to bring different perspectives to clients and projects. The site also features Akhia’s “Think About It” blogs, podcasts and videos designed to educate and inspire communicators at all levels.

“Our purpose is simple — to help businesses succeed,” Brugler said. “The way we can do this is through an integrated communications strategy for an entire organization. Our brand, our approach, our core agency teams — everyone at akhia communications — is ready for this next step.”

In January, Brugler became majority shareholder of Akhia Communications as founder Jan Gusich became minority shareholder and senior strategist. The agency employs nearly 60 people and serves national consumer and business-to-business brands across various industries, including housewares, appliances, lighting, building and construction, financial, industrial and materials.

For more information on Akhia Communications, visit

An optimum partnership By McOnie Agency

Maria Verónica Diaz RamosIPRN News, News

Anyone who has been working in PR over the last few years will have witnessed the dramatic increase of digital requirement from clients. Offering an integrated approach that includes both traditional PR tactics, supported by a digital marketing strategy is becoming more common and expected by clients. With that in mind, there’s a strong case for PR agencies to collaborate with expert digital marketers in order to deliver a multi-channel communication campaign efficiently and effectively.

Although there is a clear crossover between public relations and digital marketing, specialist skillsets are required for each of these disciplines. PR agencies enable marketing teams to reach different audiences through media relations and thought-leader content, and digital teams help PRs digitalise their strategies and offer measurable, targeted delivery methods – it’s a match made in heaven!

Creating co-ordinated campaigns that use the best that PR and digital marketing have to offer can improve reach, performance and influence. When common goals align, agencies can find new ways to work together to suit everyone’s needs.

Just some of the most pertinent common goals are: Brand narratives and story development, good content strategies, including planning and placement, social listening for buying signals, amplified social interactions and media coverage and optimised marketing strategy based on data.

With the explosion of social media and digital channels over the last few years, the client requirements are evolving and the need to master new platforms is growing, rapidly.

Clients have new expectations from their PR agency, however, it doesn’t always make business sense for agencies to build internal teams to provide the level of digital expertise that may be required. Partnering with a digital marketing agency can assist PRs in areas such as specialised SEO content, design, web-based briefs and social media – an area that is especially in demand.

Reactive Content
The digital landscape is constantly moving, which creates a heightened demand for a reactive approach in order to respond to the amount of real-time events and trends popping up across various social platforms. As digital marketers are adept at this ‘seat-of-your-pants’ style of social marketing, they are able to help support PR agencies with short-term, reactive content that their clients might require.

What’s more, because of their regular online surveillance, digital marketers can help with content strategies that anticipate business trends.
On the other hand, PR agencies are experts at creating content such as thought leadership pieces or detailed press statements. This collaboration may be needed when digital marketers are developing a campaign that is more suited to traditional media.

Data Analysis
Being able to monitor how well your campaigns are going enables you to pivot, make changes and improve your campaigns next time.
Having the software to monitor interactions and connections across a wide range of social platforms is essential for any modern marketing campaign. With this type of information at your fingertips, PR agencies can have a reporting suite and data to communicate and demonstrate the campaign’s process to clients. This will enable agencies to advise, enhance, improve and maximise client campaigns.

Both PR companies and digital marketing agencies can provide each other with a whole host of interesting and relevant contacts to boost campaigns. By collaborating with each other, this little black book of contacts can be shared and utilised.
PR agencies tend to have a comprehensive list of media contacts and connections that can be tapped into for marketing campaigns that require traditional forms of media. Whereas digital marketing agencies might have connections with web-based contacts, such as social media influencers or service providers.

Combining PR and digital marketing strengths, such as PR outreach or highly targeted paid advertising, can help agencies and businesses build more successful campaigns and overall marketing strategies.
At McOnie, we are delighted to partner with the award-winning team of digital experts, designers and marketers at watb Creative. The talented bunch works closely with both our team members and clients to help strengthen campaigns with specialist advice, content and data.