Central de Informação is “Agency of the Year” in Portugal

Laura HermidaIPRN News, News

Central team

Central de Informação, the Portuguese member of IPRN, won the “Agency of the Year” award in Portugal, at the “Media & Advertising Awards 2018”. Central also won the “Best Internal Event” award with a conception and organization of the Iberian festival “We Rock Fest”, “Best Culture and Entertainment Event” award for the communication of the festival “A Four Hands” and an honorable mention for the Best Business Event for the conception and organization of the Vodafone Agents Convention.

2018 has been a year of many awards. With the project “We Rock Fest”, developed in Portugal and Spain for the Dachser group, Central de Informação won in China the “Project of the Year” award of the International Public Relations Network and a Gold Stevie Award in London in the competition International Business Awards. The agency was also nominated for the shortlist of SABRE Awards EMEA (Amsterdam) with the same project. All this, in addition to the “PME Líder” status, attributed by the Portuguese Government, for the good financial performance of the company.

Luxembourg Space Agency

Laura HermidaIPRN News, News

Luxembourg Space Agency

Luxembourg’s Ministry of the Economy set up its own version of a space agency, with the mission to establish links between the country’s economic fabric and its rapidly expanding space sector.

binsfeld lead the strategic phase of the branding process by organising workshops, developing the visual identity in collaboration with vidalegloesener and rolling out a launch campaign.

The LSA’s strategic positioning along with the corporate identity were presented to the press and public at an event organised in collaboration with AccentAigu at the MUDAM, with more than 250 people present: national and international partners and journalists.

More information: https://binsfeld.lu/portfolio_page/luxembourg-space-agency-corporate-identity/


IPRN announces eight new international member agencies

Laura HermidaIPRN News, News


The International Public Relations Network (IPRN), a leading organization of independent public relations agencies representing more than 40 countries, announced  this week that it has expanded its global reach with the addition of eight new member agencies from numerous countries of the world.

IPRN’s new members are:

–           Crest Communications, from Prague (Czech Republic)

–             Headline, from Santiago (Chile)

–             INC and L45/The Van Group, from Rome and Milano (Italy)

–             Lopito, Ileana & Howie from San Jose (Puerto Rico)

–             Publik Kommunikation based in Stockholm (Sweden)

–             W7 Worldwide based in Jeddah (Saudi Arabia), and

–             TDUB from Hamburg (Germany)

The firms join a growing number of public relations leading agencies (46), who are members of IPRN, which was formed in 1995, and is now one of the world’s largest independent agency networks, with reach in North and South America, Western and Eastern Europe, the Middle East, the Far East and Australia. The combined fee income of these members exceeds US $5 billion and represents a total staff of more than 7,000. The organization’s goal is to provide local knowledge and global reach for all clients who require public relations and communication activities in markets around the world.

In addition to networking with international contacts, members have access to local media opinion leaders, award winning case studies, resources and people on the ground with local knowledge and hands-on experience in the specific market.  “IPRN is vital for agencies who want to expand their capabilities to conduct global work. We welcome our newest members and are very happy with our strong growth in the last year,” said Luis Gonzalez, IPRN President.

Each year, one member hosts the network’s Annual General Meeting (AGM). This meeting is critical for fostering personal, professional and cultural relationships for member businesses. IPRN’s 2019 AGM will be held in May, 2019, in Warsaw, Poland. Pawel Bylicki, IPRN Chairman, and owner of Public Dialog, the member agency hosting the event, commented: “Public Dialog is very proud to organize this year’s conference and to welcome our associates from all parts of the world to Warsaw. The five-day event will include programs that continue to develop our members’ international capabilities,” Bylicki said.

Happy anniversaries! We celebrate two incredible McOnie years of service milestones

Laura HermidaIPRN News, News, Uncategorized

In October, we celebrated two remarkable workplace anniversaries! Pauline celebrated her 10th year here at McOnie… and Carolyn celebrated her 15th!

We sat with both to glean more about their time here at the agency, their standout moments and what has changed over the years.

Pauline and Carolyn,  tell us their impressions of these years of professional work in McOnie.

More information: https://mconieagency.com/happy-anniversaries/

Schwan Communications goes urban: The Agency from Hamburg expands its expertise in city marketing and communication

Laura HermidaIPRN News, News

Future Hamburg Award

The Future Hamburg Award is a new international startup award presented by the City of Hamburg. Innovative founders can submit their entry on www.future.hamburg/award in just five minutes and win an individual “Start me up in Hamburg” package. The tailor-made package offers business coaching in all the relevant areas, access to an exclusive network of investors and decision-makers, a stage slot at the largest marketing conference in Europe, the OMR Festival 2019 and much more. Schwan Communications is commissioned by Hamburg Marketing and Hamburg Invest with the realization and communication of the competition.

Another city marketing project comes from the Southern German city Crailsheim, that is applying for a regional garden exposition to be held in 2031-2035. Landesgartenschauen, as they are called in German, are a huge chance for cities to improve their urban development because they go far beyond the gardening part. With urban planners and architects, whole districts are changed to create new spaces and opportunities for the community. Schwan Communications will accompany the application process with a customized communications strategy including the corporate design and a kick-off event for more than 1.000 of Crailsheim’s citizens.

Last but not least, the Hamburg based content agency has successfully realized an „Ideenmeisterschaft” (ideas competition) in the Northern German city of Bremen in the last year. To pave the way for a reframing of the city centre, Schwan Communications brought together 40 international experts from architecture, retail, real estate and the creative industries in a week-long workshop session and innovation summit. The results will now be incorporated into the city’s strategy to make sure that Bremen’s inner-city will be sustainable and fit for the future.

Luxembourg For Finance, a campaign for the future

Laura HermidaIPRN News, News

Luxerbourg for finance

Luxembourg’s Agency for the development of the financial center, LFF, requested a campaign proposal to promote its six lines of business: Finance, Banking, Sustainable Finance, Asset Management, Fintech and Insurance.

Dedicated to these themes and revolving around the phrase “Futuring”, binsfeld created six key thematic visuals, in which the combination of blue and red colours used recalls Luxembourg’s Signature.

The print and video campaign was most notably rolled out in the airports of Luxembourg and London, among other places.

More information: https://binsfeld.lu/portfolio_page/luxembourg-for-finance-campagne-futuring/


Movers and shakers at McOnie

Laura HermidaIPRN News, News


After another successful year of client wins and PR award short-listings, B2B communications agency McOnie is adding to its long list of accolades by extending its team of experienced PR professionals by hiring Director (client-team) Zara Lintin.

With almost 20 years’ experience working within PR and a background in B2B technology, Zara brings a wealth of industry knowledge and strong media relations, corporate reputation and branding skills.  Working on a number of McOnie’s biggest clients, Zara will enable the team to continue to provide an award-winning service, while enhancing its presence in the technology arena.

As well as welcoming a new member of staff, McOnie is also delighted to announce the promotion of one of its practised staff members, Charlotte Dove. Joining McOnie only last year, Charlotte has benefitted from the agency’s graduate training programme and has been fast-tracked to Junior Account Manager to take on more responsibility for the day-to-day management of a number of our clients. Charlotte’s claim to fame at McOnie (so far!) was winning gold for her team’s Low Budget Campaign “Will robots steal out jobs?”, that explored industry perceptions concerning rising automation and robotics in the manufacturing sector.

More information: https://mconieagency.com/movers-and-shakers-at-mconie/

LIST, a unique corporate video

Laura HermidaIPRN News, News


Luxembourg’s Institute of Science and Technology sought to better present its activities to a broader public, while positioning itself as a key actor in the sector of research and innovation in Luxembourg, fuelling positive impacts on our future.

binsfeld engineered a motion design video, for which the avatar L.A.I.L.A. (LIST’s Artificial Intelligence Learning Avatar), conceived by binsfeld for an earlier LIST project. In its uniquely charming way, L.A.I.L.A. guides visitors through the different fields of research, from the nano level right up to space.

Mixing scenes shot at the LIST offices, stock videos, 3D animations and motion design inspired by sci-fi, this clip has managed to further promote LIST’s positive impact: ‘Where Tomorrow Begins’.

More information : https://binsfeld.lu/portfolio_page/luxembourg-institute-of-science-and-technology-spot-corporate/

IPRN part of the Cibecom’ 2019 impulse committee

Laura HermidaIPRN News, News, Uncategorized

Logo Cibecom

IPRN will be another time part of the Impulse Committee of CIBECOM’2019 after having reached a new collaboration agreement with Fundacom, the foundation for the promotion of communication in Latinamerica.

CIBECOM’2019, that brings together professional leaders of institutional, PR and corporate communication, will take place from May 8th to 10th of 2019 in Madrid. Through the creation of spaces of exchange in matters of communication and business strategy, Spanish and Portuguese-speaking executives will find the necessary answers to face the new challenges of their companies and sector.

Technology, Emotion and Adaptation will be the main axes of the II Iberoamerican Strategic Communication Summit. The sessions include a total of 21 collective activities and four practical workshops, including round tables and presentations by the best professionals in their respective fields: communication, digital transformation, business and institutional management, among many other fields.

Among the topics that will be addressed will be the management of the communication of Smart Cities, Artificial Intelligence and Sports as a way of transmitting values, diversity and inclusion as a priority for CEOs and the balance between compliance and communication, without neglecting other important issues such as the management of critical situations.

Luis González, founder of Dircom and President of IPRN comments: “This new agreement with Cibecom 2019 will give IPRN the opportunity to strengthen our presence in the Latin American region and make the congress known among our members and their clients in many countries of the world, encouraging them to take advantage of this magnificent opportunity to interact with industry experts in Madrid”.

More information and registrations in: www.cibecom.lat  / www.fundacom.lat

First ever Grand Prix for Public Dialog

Laura HermidaIPRN News, News

Premio Public Dialog

Public Dialog, our partner from Poland, was won the first ever Grand Prix in an international PR contest.  The campaign “Ibis, music lives here” occurred to be the best from final group of gold’s awards. Public Dialog has been awarded with the gold prize in the “Most innovative campaign in approach and tools”, category in the Leadership Dialogue Forum & Eventiada Awards 2018 by IPRA International Public Relations Association, one of the most important and prestigious communication competitions in the Eastern Europe.

Eventiada IPRA Golden World Awards since 2011 celebrates regional and international campaigns implemented by global brands and leading corporations in Eastern Europe, CIS countries and Central Asia, and is the largest communications award in the region. This year entries came from 13 countries: Azerbaijan, Armenia, Belarus, Bulgaria, Hungary, Kazakhstan, Latvia, Poland, Russia, Serbia, Tajikistan, Croatia and Estonia.

The concept of the campaign “Ibis Music Lives Here” was based on a popular TV talent shows such as “The Voice of Poland” where unknown but talented artists, both singers and bands, could participate.

The 360 degrees communication visibility plan was developed for the campaign. Given the nature of this campaign and the young target group, communication focused above all on the Internet and social media such as Facebook, Instagram, Snapchat and Youtube. The content was conceived as being attractive to the followers, engaging and easy shareable.

Public Dialog, together with their long-term partner Accor Hotels in cooperation with The Production and VML, have carried out the campaign “Ibis, music lives here”, which also turned out finalist in the IPRN Project of the Year 2018, celebrated in Beijing.

You may find here the prizewinning case study: https://lnkd.in/daKEsNP

Creating momentum for financial literacy

Laura HermidaIPRN News, News


The Luxembourg’s investment fund industry association ALFI wanted to dedicate its 30th anniversary celebrations – a special session being scheduled at the end of its annual Global Distribution Conference in late September – to the issue of financial education in Luxembourg.

It might come as a surprise, but Luxembourg as a financial center still lacks systematic government policy in this field. So what could the private sector do (more)? We mapped the key stakeholders already active on the matter, reached out to them and sought to create synergies. We set up a program for the anniversary session, based on three themes: to create a shared moments for all stakeholders; to present ALFI’s contribution under the form of its revisited ‘Understanding Investing’ platform; and to announce a commitment by ALFI to support (both financially speaking and in terms of volunteers) a pilot project developed by the Young Entrepreneurs association to bring financial education to schools.

As central parts of the session, we also recommended to first commission a public survey on the management of personal finances which pinpointed startling deficiencies, and second to produce a street interview of young people, including young leaders from business, politics, culture etc. Would they substantiate the survey’s findings? Yes! And what would their demands be? Straight forward!

A collective project of Oxygen & Partners, former IPRN member Donovan Hawker and Binsfeld.  A project to inspire other markets.

More information: http://www.alfi.lu/node/3672

By Binsfeld

Luxembourg, IPRN European Capital 2018

Laura HermidaIPRN News, News, Uncategorized

IPRN Luxembourg

The IPRN European Meeting 2018 was held in Luxembourg with the highest member’ attendance ever, several new and happy faces and a very good agenda organized by our partner Binsfeld, thanks to Philippe Beck, Heike Fries and Claude Sauber, that set up a great IPRN regional event in their premises.

30 delegates from 20 agencies in Binsfeld Café de la Place meet in a perfect location to create an intense, fun and cooperative atmosphere that demonstrated why Binsfeld is the leading agency in Luxembourg.

Four of the new IPRN members attended the regional meeting and presented their agencies: INC with Francesca de Feo and L45 / The Van Group with Simone Guzzardi from Italy, TDUB with Karsten Hoppe and Tilo Timmermann from Germany and Crest Communications, from the Czech Rep, back in IPRN after a year, with Ales Langr, Anna Lozinska and Jaroslav Matyas. Additional new faces attended representing long standing members: Nexus with his new CEO Harvey Choat, Kragelund with Mathias Hoyer Kragelund and Mikko Sillanpaa from H&V.

The agenda was run in 3 parts: a quick update of issues and projects going on in IPRN, a networking lunch and topics raised and presented by members with two workshops organized by Binsfeld to create an engaging exchange of information and participation.

Philippe Beck from Binsfeld presented the Agency and Video of the Year award projects for testing that were well received by attendants and will be incorporated to the annual conference in May in Warsaw in the “IPRN Annual Awards”. PR Partner won the best video and McOnie the best agency collaboration.

Pawel Bylicki, from Public Dialog in Poland, as the new IPRN Chairman and organizer of the AGM + Conference in May explained the results of the survey made in the past weeks to continue improving the program of the AGM in Warsaw.

“This conference in Luxembourg has been another incredible opportunity to share insights and trends of the PR industry and our organization with our European members and test some creative ideas that will contribute to our knowledge transfer goal and to leverage our global positioning for the benefits of our agencies and clients” said Luis Gonzalez, President of IPRN.

Survey conducted by the Babbler platform confirms that mass RPs are dead, long live Unique Relationships!

Laura HermidaIPRN News, News

“In a study conducted by the platform Babbler, it emerges working methods opposed between journalists and press officers, especially in the use of mass emails.

Personalize the exchanges with the journalists and the opinion leaders is, for a long time, the bias of Passerelles agency. And this requires building tailor-made relations!”

More information: http://www.strategies.fr/actualites/marques/4017301W/ce-qui-coince-dans-les-relations-presse.html

The Countries’ reputation

Laura HermidaIPRN News, News

Countries, like individuals and companies, have a reputation and this is generated from the perceptions that different interest groups and the international community have about a particular country.

This year the Reputation Institute presented its 2018 Country RepTrak® report to assess the state of the countries’ reputation. It´s been 10 years since the first report came out and this year it brings us very interesting data.

Naturally, what generates more curiosity is the ranking of countries with the best reputation. Once again, the countries that lead this table are not the traditional superpowers, but a group of medium or small sized nations admired internationally for the strength of their institutions, the social welfare enjoyed by their inhabitants and their quality of life in general. This year Sweden occupies the first position, followed by Finland, Switzerland, Norway, New Zealand, Australia, Canada, Japan, Denmark, and Holland.

Of the three rational dimensions that explain the reputation index, Sweden is the best-perceived country in “institutional quality”, New Zealand in “quality of life” and Japan in “level of development”.

One of the most important conclusions is that a country´s reputation has a direct impact on the support behaviors of international observers (would visit the country, would buy their products, would study or work there, etc.), which ultimately influence the economic variables.

The report notes that good reputation not only brings economic benefits, but also allows these countries to play a role in the international community far beyond what their objective size seems to grant them, both in their presence in international institutions and in the relevance of their political and social-economic positions.

No country in Latin America reached the top 20 in 2018. It should be noted that the large drop in the reputation indicator of Latin American countries (on average -2.6 points Pulse) may be directly related to indicators linked to the quality of their governments and other institutions, and social welfare.

The study interprets these results in due part to the political, economic and social crises of several countries, as well as the high-profile corruption cases that have affected high level officials in some governments, resulting in poor perception of these countries.

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

Four new members join the management team at Binsfeld

Laura HermidaIPRN News, News


On the eve of its 40th anniversary, which will be celebrated in 2019, binsfeld is pleased to announce that four collaborators have joined its executive board. This decision illustrates binsfeld’s commitment to building relevant expertise into the management of its business.

Until now composed of directors Marc Binsfeld, Claude Sauber, Jean-Paul Reuland and Marc Haas, along­side finance director Jean-Marc Sibué, the management team at binsfeld welcomes four new members: Nathalie Nunes, account director, Heike Fries, external consultant, Aurélien Luiselli, chief marketing & digital officer, and Julien Renault, creative director and idea engineer.

To create, support and differentiate strong brands, binsfeld has spent several years focused on developing its video, web, motion design and social media departments. This investment strategy has paid off, enabling binsfeld today to offer its clients a fully integrated vision for their communications.

“It’s entirely natural that we should welcome fresh creativity and skills to our board”, explains Marc Binsfeld, director of the agency. “This will allow us to continue pushing forward, responding to the needs of a market in which such expertise is always in high demand.”

Binsfeld continues to build equally on its expertise in publishing and multilingual editorial content. Its editorial division has recently been restructured and reinforced, with the appointment of Salome Jeko as Head of Editorial and the recruitment of three new members to the editorial team. “We have all the skills in-house to develop complete communication solutions for our clients”, concludes Marc Binsfeld.

Passerelles signs new collaborations!

Laura HermidaIPRN News, News

Nuevas colaboraciones

Passerelles agency has started cooperation with the Region of New Aquitaine for the media coverage of the first edition 48h Nature.

Moreover, the agency has been selected by Bordeaux Congress and Exhibitions for the media relations management of the Vinitech-Sifel 2018 exhibition which will take place from November 20 to 22, 2018 in Bordeaux. This event is the international meeting for the wine industry professionals with no less than 45,000 visitors expected and 1,000 brands present around the themes of technological innovation and sustainable development.


Journalism in the digital era

Laura HermidaIPRN News, News, Uncategorized

Journalism in the digital era

L45, agency specialized in on and off-line institutional relations, have realized a survey on how the italian financial and economic journalists use internet and social media for their job. They decided phone called 205 journalists with those who work daily, and from April to June of 2018 the have submitted them 8 questions.

The research shows the image of a strongly changing sector. These are the principal highlights

  • 90% of journalists regularly consult online sources for the preparation of their articles.
  • The main sources consulted online are company websites (82%) and articles from other publications (75%). The role of Wikipedia and online encyclopedias also grows in importance.
  • The main social networks used by journalists as news sources are LinkedIn (40%) and Twitter (28%).
  • The social networks most used by journalists to interact with the heads of companies is, above all, LinkedIn (76%).

Simone Guzzardi, partner and managing director of L45, commented that “not only the work of journalists has been modified, but also that of communicators.” Whether they are companies or external consultants, they should consider digital reputation as an integral part of relations with the media.”

More information

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

More information

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

More information: https://mconieagency.com/b2b-and-b2c-social-media-marketing/

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.

More information

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 musical.ly 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)

More Information


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.