Dear Readers,

So much has been said and written about CeBIT! Surely you will remember the hype of the late nineties and the universal “swan song” following the burst of the dotcom bubble. As is so often the case, both moods quickly went from one extreme to the other. Maybe that is why we are so ecstatic that this famous Hanover trade show seems to finally have found its true colors and is viewed for what it really is: an important barometer for gauging the mood of Germany‘s ITC industry – no more and no less. Find out all about CeBIT’s old friends and its growing base of new aficionados in our article on this year’s preview events which was attended by our customers Fujitsu and Xerox.

However, the fact that other trade shows have in the meantime overshadowed CeBIT’s importance became evident just recently from the coverage of the Mobile World Congress in Barcelona. This coincides with the experiences made by our colleagues on location: the US “ShowStoppers” format, for one, was obviously extremely successful.

We as PR experts are fortunate in that we keep coming across new and innovative information and network platforms all the time, such as the PR 2.0 Forum, which we really wish to recommend. Because regardless of all of the virtual communication opportunities available today, an IRL-meeting (“in real life”) is still viewed as the most pleasant form of mutual exchange by almost everyone.

I wish you a very successful trade show season full of interesting encounters, successful meetings, and lots of ideas and suggestions for the future! We will be happy to assist and support you as your sparring partner. And to make sure that you will not have to stay in boring hotels on top of everything else, we have come up with a really great suggestion for you – and would be delighted vice versa to find out all about your own helpful hints for great restaurants and cool places to stay! Looking forward to receiving your feedback!


Markus Hermsen

Markus Hermsen

Markus Hermsen

Xerox and Fujitsu to Use CeBIT Previews as Info Platform

The previews to the major IT trade show CeBIT in Hanover have become quite a tradition spicing up the bleak end-of-January season. Organizers consider this series of events an important industry and media gathering in the run-up to the show. At this year’s event, we actually had two of our customers presenting their latest appliances and services: whereas Fujitsu Technology Solutions is a regular exhibitor at the CeBIT previews, Xerox attended the event for the first time and will, after a two-year abstinence, return to the Hanover show in March.

The highlight of Fujitsu‘s presentation was a sneak preview of their so-called eco mouse. The body of the M440 Eco is made of biograde, a 100% biodegradable and recyclable cellulose acetate. Blandina Mangelkramer, Fujitsu’s Senior Public Relations Manager for Germany, comments: “We consider the previews an excellent platform for going beyond the trade media to establish contacts with the journalists of the daily and business press as well as TV and radio. In addition, the trade show also stands to profit from the media attention generated by its renowned exhibitors even before the show opens its doors. That way, both parties get to draw from the impetus created by the series of events.”

This year, Xerox will inform visitors in hall 3 of the newly created MPS Park – a great venue for showing people all about their innovations in the field of Managed Print Services. Albert Brenner, Xerox Marketing Director and CRM, says: “The key factor for returning to CeBIT was Deutsche Messe AG’s decision to offer a focus on output management. This will give Xerox the opportunity to tell IT decision makers of small and medium-sized enterprises all about more cost-effective and more environmentally friendly printing with MPS. For us as CeBIT returnees, the preview shows offer an excellent opportunity for gauging the mood in industry and establishing advance contact with the journalists.”

For additional information on our customers’ CeBIT presences and the preview shows for leading international trade shows please contact Anja Feuerstacke or Julia Richter.

New IBC SOLAR Subsidiaries to Receive PR Support as Dowry

IBC SOLAR announced the establishment of three new subsidiaries in Turkey, China and the UK in late January. As “dowry“ to see them off into a successful future, IBC SOLAR’s subsidiaries will be receiving PR support upon market entry from their Bad Staffelstein-based parent company. As part of its PR support package, IBC intends to invite media representatives to attend the grand opening ceremony for the office in China. Media coverage in China and the UK designed to address installers in both countries intends to help the subsidiaries to rapidly establish a network of specialist technical partners. As a first step, our colleagues in London scheduled meetings with the local trade media both for the managing director of IBC SOLAR UK Ltd. and for the chairman of the parent company IBC SOLAR AG. Thanks to their concerted efforts, they successfully presented a comprehensive picture of IBC – both in terms of local corporate strategy and international approach. British journalists were particularly thrilled to learn that solar irradiation levels in Southern England are comparable to those in Germany – on their island famous for its rainy weather, no less!

If you are interested in exchanging experiences on the PR support of foreign subsidiaries and the coordination of international communication activities, please contact Ortrud Wenzel.

Mobile World Congress: A Press Magnet Even on the Night before the Start

The US event format ShowStoppers is now set to conquer Europe: it has become quite a tradition among many companies, even those not exhibiting at a specific international trade show, to present their innovations to media representatives from all over the world at an alternative venue on the night before the start of a show. The event is a great opportunity for companies to directly target international journalists without having to invest in an actual trade show presence.

February saw the organizers of ShowStoppers extend their invitations for the Mobile World Congress (MWC) in Barcelona. More than 500 journalists, from freelancers and technical writers to bloggers all the way to the representatives of TV stations, news agencies and renowned business media, were accredited for the three-hour event held at the Rey Juan Carlos I hotel. Exhibitors attending the event on the night before the start of the MWC included industry giants like Alcatel-Lucent, Accenture and Lancom as well as innovative start-ups. Mari Mineta Clapp, Vice President, Corporate Relations to our customer Vidyo Inc., is very pleased with the outcome: “The MWC ShowStoppers event was very successful for Vidyo. We really built and strengthened important relationships with press and bloggers from all over the world. It gave our executives the opportunity to liaise with a massive number of media and demonstrate our innovative solutions live. Furthermore, they appreciated the opportunity to meet with other exhibitors and analysts.”

By the way: the next opportunity for companies to present themselves within the ShowStoppers format will be at IFA 2011 in Berlin. For more details on this format please contact Robert Belle.

PR 2.0 Forum: The Future of PR

The PR Forum opened its doors for the second time in Munich in early February with the motto “Welcome to the PR 2.0 Forum”! Following an invitation by Kongress Media GmbH, PR experts, marketing professionals and salespeople flocked to the forum to exchange opinions and ideas on cutting-edge online PR issues in interactive sessions based on actual case histories. A truly worthwhile experience for everyone on Web 2.0. Companies in particular gain insight into the activities of other companies, not to mention the occasional persuasive argument to take back to the executive floor.

  • Attendees who shared their experiences included, among others, employees of BMW, Siemens AG, Carl Zeiss, and representatives from the community of Oberstaufen, Germany’s first Google Street View location (the links lead to slide share presentations). Several very interesting cases were made during the discussion of “New Challenges for Brand Reputation Management  – How Authentic Should it Be?”:

  • Agencies can make an important contribution to reducing the trial-and-error phase faced by many companies when embarking on social media for the first time. In addition, they usually contribute much needed professional expertise as well as valuable contacts.

  • Agencies can provide important assistance for fleshing out a company‘s social media activities. It is recommended, however, that the responsible communications experts make a personal appearance in all matters concerning corporate issues. Agencies can provide competent assistance both during the first steps and through guidance and consultancy services.

  • The greater an agency’s insight into a company and its self-image and wording, the more authentic and effective the company’s communication via social media channels.

The interactive sessions included topics like “The New Digital Dividend: How to Close the Gap Between Small and Medium-Sized Businesses and the Social Media?” or “From Communication Manager to Communication Coach: What Are the Skills Needed For Many-To-Many Communication?” There was also plenty of time between the presentations and sessions for networking and exchanging experiences and information with the experts present.

The next PR 2.0 Forum has been scheduled for early December in Hamburg. For additional details please go to

New Consultants to Join Fleishman-Hillard Technology Practice Group

Munich has been expanding its team by adding three new consultants since the start of the year.

Sabine Sikorski joined Fleishman-Hillard as an Account Executive in January. Before joining us, Sabine, who holds a degree in German language and literature, worked for Dr. Haffa & Partner communications agency. Sabine had a first taste of PR while doing an internship for Netzpiloten internet agency and as a working student for Düsseldorf-based Trimedia agency (now Grayling).

Maike Zumbrägel joined the Munich team also as an Account Executive in February 2011. Before that, she completed a PR trainee program with Edelman where she was primarily responsible for B2B technology customers. Her earlier internships helped her acquire both PR experience (e.g. while working for a PR agency) and journalistic skills (e.g. while working for Pester Lloyd in Budapest). Maike Zumbrägel holds degrees in history, Spanish philology, and economic politics.

Carolin Westphal started her professional career in an editorial environment. After studying sociology, psychology and education science at Augsburg University, Carolin worked as a print and online editor for mh bayern GmbH where she was in charge of regional news. She joined Fleishman-Hillard as a trainee in February.

Location Tip: Living Like at Home in Hamburg

Whether you are traveling for business or pleasure: one of the things that make traveling such a drag is the cookie-cutter hotels which look virtually the same wherever you go. What most people want when far away from home is more than just a mere place to sleep: they want a cordial atmosphere, customized interior design, state-of-the-art equipment, and last but not least an attractive location. That is why the small Hamburg bed and breakfast “Hotel am Museum“, located on world-famous Rothenbaumchaussee, is a real insider tip: it is only a few minutes’ walk from downtown and Outer Alster lake. Here, travelers will be accommodated just like at their friends’: all six of the charming classic apartment’s rooms feature parquet floors, are furnished and decorated with elegance and style, but also with a love for detail. Single room rates start at 72 Euros (double room rates at 89 Euros), and breakfast is offered for a sensational 8 Euros, served in the cozy, Hanseatic-style kitchen.

Anyone looking to spend their night in a central location, yet far from the usual sterile and boring hotels, will be more than happy to stay at ”Hotel am Museum“.

For additional information please go to

Do you also have a favorite hotel or want to recommend a really good restaurant? Do not hesitate to write us! Julia Richter is looking forward to hearing from you!


Fleishman-Hillard Germany GmbH
Markus Hermsen
Herzog-Wilhelm-Straße 26
80331 München
Tel.: +49-(0)89-23 03 16-62
Fax: +49-(0)89-23 03 16-66






Fujitsu presents biodegradable ECO Mouse with PVC-free cable


Albert Brenner

A. Brenner, Director Marketing and CRM, Xerox: „The preview shows offer an excellent opportunity for gauging the mood in the industry“


Neue Kollegen

New colleagues in Munich (from left to right): Sabine Sikorski, Maike Zumbrägel, Carolin Westphal


Hotel am Museum

Still an insider tip: „Hotel am Museum“ in Hamburg


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Fleishman-Hillard Technology News - Issue 4, March 2010
Fleishman-Hillard Technology News - Issue 3, December 2009
Fleishman-Hillard Technology News - Issue 2, September 2009
Fleishman-Hillard Technology News - Issue 1, July 2009