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

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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 SpainWinner 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 akhia.com 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 akhia.com 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 www.akhia.com

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.

Animal rights and welfare – a first victory!

Maria Verónica Diaz RamosIPRN News, News

In early June 2018, the Luxembourgish Parliament adopted a landmark overhaul of its animal protection law. Among other things, the new law introduces notions of dignity and security, determines which animals may be kept and which might not, and strengthens controls and sanctions.

In order to inform the general public about the progress made, as well as key stakeholder groups like farmers, pet owners, etc., the agency Binsfeld set up an online platform explaining the law and drawing attention to its key novelties.

At the heart of the campaign was a clip that ran on TV, in cinemas and on the radio. A dog owner tries to share the news about the law with his terrier by talking to it, only to discover the animal is able to understand and speak! In order the anticipate critics of the law unsatisfied of the reforms, the campaign was run under the header of ‘A first victory’: progress had been achieved, but more is to be done!

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Two new clients for PRIMO PR

Maria Verónica Diaz RamosIPRN News, News

The Boutique PR agency primo PR from Frankfurt am Main, focusing on tourism and hospitality, could recently win two new clients: Click&Boat and Lake Geneva.

For Click&Boat, the European market leader in online boat rental, primo PR will concentrate on online communications and strengthening relations to trade media and the social media community. Click&Boat has radically changed the world of sailing for both travelers and boat owners. Created in 2013 by two young French entrepreneurs Edouard Gorioux and Jérémy Bismuth, who are themselves millennials, the innovative website allows boat owners to hire out yachts when not in use, quickly and conveniently.


The second client is the Lake Geneva region. The cooperation focuses on classical media work, press releases and organization of press trips, press events and more. The Canton of Vaud (Lake Geneva region) spreads out over the peaceful Jura mountains to the alpine destinations Diablerets, Villars, Leysin and Château-d‘Oex. With an area of 3.212 square meters it is one of the largest cantons of Switzerland. From the tropical atmosphere with palm trees in Montreux to the old city flair of trendy Lausanne the region offers plenty of great impressions.


Comunicación Iberoamericana, chosen as the new PR agency to provide information of Costa del Sol tourism

Maria Verónica Diaz RamosIPRN News, News

The specialized agency of PR, marketing and touristic promotion, Comunicación Iberoamericana, has won the tender and will be responsible for developing the communication strategy and creation and supply of contents for the communication department of Turismo y Planificación Costa de Sol.

Comunicación Iberoamericana will be in charge of tasks such as the treatment of statistical sources and data conversion into corporate news; the updating and development of local, national and international media databases; the supply, elaboration and correction of informative contents and advertising texts, as well as the detection of new opportunities.

In this way, the department of Turismo y Planificación Costa de Sol, with the support of Comunicación Iberoamericana, will be able to increase its presence in the media and social networks through tourists’ relevant content thus giving greater visibility to the projects carried out, as well as the different segments of tourism on which the Municipal Board works on.

Diego Barceló, Comunicación Iberoamericana CEO, said “We are very excited about this new project that will enhance the value of Costa del Sol products, a destination that is a reference for international tourism. We will work to increase knowledge about this destination in the media and social networks, by helping to achieve some aims of the contents for the Turismo y Planificación Costa de Sol department as increasing the number of tourists and deseasonalizing the arrival of them.

Leading agencies from Portugal, UK and USA win IPRN 2018 international PR awards in Beijing

Maria Verónica Diaz RamosIPRN News, News

Four public relations agencies were awarded top honors for public relations campaigns conducted in their countries. The IPRN “Project of the Year” competition in Beijing, China, last month was held in conjunction with the annual meeting of the International Public Relations Network (IPRN), which gathered agency member owners from around the world. IPRN meets annually in a city of the world to discuss industry trends, best practices and share case studies for five days. Professionals from 25 countries convened this year in the Chinese capital with the goal of sharing global insights about trends affecting the public relations industry.

The award-winning agencies were:

Winner for Best of the Project of the Year – to Central de Informacao of Portugal, for “We Rock Fest,” a multiday music and entertainment event conducted on behalf of client The Dachser Group.

Winner in the Category of B2B – to McOnie Public Relations of the U.K. for “Will Robots Steal Our Jobs?” conducted on behalf of the Chartered Institute of Ergonomics and Human Factors.

Winner in the Category of B2C – to Channel V Media, a full-service integrated PR and marketing firm based in NYC, for “Reimagining a Jewelry Brand” on behalf of client Fortune and Frame.

Winner in the Category of Corporate Social Responsibility – to JPA Health Communications, an agency specializing in healthcare from Washington, D.C., for “PR in the Midst of a Hurricane” on behalf of client Healthcare Ready.

“The 20th competition for the “‘IPRN Project of the Year’” was once more very intense, and the quality of the campaigns outstanding. It was very difficult to select the winners from the 15 finalist case studies presented from agencies around the world in Beijing. We sincerely congratulate all of our agency winners and finalists, in particular, our overall winner,” said Luis Gonzalez, president of IPRN.

Founded in 1995, IPRN’s annual conference offers the keenest minds in the industry a platform to understand trends and best practices in various parts of the world and to bring these insights to their clients. The 2018 meeting, themed “Managing a Better Business,” offered numerous panel discussions on the future of PR, video storytelling, international trends and influencer marketing.

“It was exciting to host our global peers in Beijing by our member Blue Focus. With a rapidly changing public relations landscape in both China and the world, the conference served to better equip us to help clients, many of whom are very interested in the China market. For Blue Focus, it was great also to understand better why the world is looking at the PR development in their country and how to combine their innovation in communications and social media with the solid base the industry has reached in the western world,” Gonzalez said.

International Public Relations Network met in Beijing to Discuss Global Public Relations Trends

Maria Verónica Diaz RamosIPRN News, News

The 23th Annual General Meeting of IPRN, organized this year by Chinese member Blue Focus, attracted many of the public relations CEOs, owners and senior practitioners of the IPRN agencies to discuss worldwide PR trends, best practices, learn about the Chinese culture and PR industry, networking and client opportunities.

IPRN’s annual conference offers the keenest minds in the industry a platform to understand trends and best practices in various parts of the world and to bring these insights to their clients. The 2018 meeting, themed “Managing a Better Business”, offered numerous panel discussions on topics ranging from how managing a better business and the future of PR to video storytelling or influencer marketing.

“We’re are thrilled to have had our annual meeting in Beijing and discussing effective public relations practices with our Chinese colleagues and experts. This meeting has provided priceless benefits to our member agencies, but also to our clients, many of whom are very interested in penetrating the China market, and learn about how to handle PR in other parts of the world” said Luis Gonzalez, President and CEO of IPRN.

“We are proud to have had the opportunity to host our global colleagues in Beijing. With a rapidly changing public relations landscape in both China and the world, the successful exchanges at this conference has been very useful to equip us with tools necessary to continue innovating in our industry,” said Athena Wang of Blue Focus, the hosting agency, based in Beijing.

Some of the key moments were the presentations of the “Projects of the Year” awards and the election of the winner; “We Rock Fest”, from the agency Central de Informaçao, from Portugal, the presentation of the Chinese Media and PR Landscape and the structure and way of working of Blue Focus, in their immense headquarter facilities as one of the largest PR agencies in the world, several presentations of expert IPRN member specialists about trends and agency management and the key note presentation of Yin Xiadong, about the future of PR in China.

Luis González Canomanuel, from the agency Alana, in Spain, was reelected unanimously as the President & CEO of the organization for another period of 3 years, after the success in positioning IPRN as one of the largest independent global networks, continue expanding its membership in all 5 continents, with new members in France, Korea, South Africa, Chile, Saudi Arabia, the Czech Republic, Italy, etc., and making members more active in the life and leadership of the organization committees, working groups and regions to continue developing and growing IPRN.

Members also elected Pawel Bylicki, of the agency Public Dialog, from Poland, as the new Chairman of IPRN for the period 2018-2019, with his main role to organize the 2019 IPRN AGM Congress in Warsaw and inspire the development of the organization. Rodrigo Freitas, from Central de Informaçao, Portugal, was elected also as the new Vice Chairman of the organization for the same period.

IPRN continues dedicated to offering unequalled opportunities for the advancement of knowledge through the exchange of information and experiences with other public relations professionals throughout the world, as the best way to offer their clients the best local knowledge to succeed in international projects and markets.