Dear Readers,

As we approach the close of 2011, a most eventful year, it has never been more difficult for any of us to make prognoses about the upcoming twelve months. All things considered, however, we have plenty of reason to be optimistic and confident: according to a forecast by the Association of German Chambers of Industry and Commerce (DIHK), German companies intend to create 250,000 new jobs next year, crisis or no crisis. Should these noble goals come to pass, Germany would for once not live up to its reputation as a whiner and merchant of doom and gloom, but would send out a clear message of boom and economic recovery – not in spite of the crisis, but precisely because of it. Which I believe to be excellent prospects for the upcoming year!

And what is more, Bitkom announced just several weeks ago that the hi-tech industry will continue on its strong path of growth, notably in the BRIC countries – and is expected to grow to a 16% world market share during the course of the year. We from Fleishman-Hillard are already engaged in intense and regular cooperation with our colleagues in Brazil, Russia, India and China in a concerted effort to ensure optimum local support for our customers. The increasing demand of German companies for communication activities in the BRIC countries just goes to show what a crucial role these markets are already playing even today. We, for one, are totally excited about being able to provide our customers with our continuing assistance and support on this exciting journey ahead, throughout the year 2012.

Before starting the New Year full of whim and vigor, however, please allow me to wish you and your families quiet and restful holidays on behalf of Fleishman-Hillard, and an excellent start for a healthy and successful 2012.

Cordially yours,

Markus Hermsen

IBC SOLAR Goes on the Air

Whenever we discuss media work with our customers, they are mostly concerned about traditional print products, select online magazines, and increasingly the presence in social networks. But they usually tend to forget all about one of the most established media: radio. According to Media Perspektiven, approximately 77% of all Germans turn on their radios for an average of more than three hours every day, usually during the morning hours in the bathroom, during breakfast, and on their way to work. There are currently some 280 stations in Germany vying for audience attention.

In an effort to make better use of this far-reaching medium, Fleishman-Hillard, in a well-targeted effort, has complemented its Thought Leadership Program for IBC SOLAR by addressing the radio stations relevant for the company. Both the interview pre-produced for this purpose and the original sounds featuring Katrin Birner, IBC SOLAR’s press spokesperson, dealt with issues on how to resolve the current energy debate. Within a mere two days, the interview was broadcast by 44 stations, reaching more than half a million listeners all over Germany. Inspired by this huge success, IBC SOLAR is currently planning the production of a comprehensive feature to be disseminated to the stations during the upcoming weeks.

Interested in discovering this venerable yet powerful, nearly 100-year old medium for yourself? Please contact Ortrud Wenzel.

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Dovetailing PR and Marketing: a Media Cooperation Program for Avaya

The media are increasingly coupling their editorial reporting with financial support. Typical examples include certain financial trade media, the media catering to small and middle-sized businesses, and the ITC trade media, but even the supplements of major newspapers, trade journals, and business magazines. However, many companies are faced with the issue of which media are worth supporting – and what do they get out of it?

It is for precisely this reason that Fleishman-Hillard has established a media cooperation program in collaboration with Avaya. As part of this program, the team of consultants analyzes the magazines’ relevance, creates opportunities for cooperation in close collaboration with the editorial offices, organizes the placement of ads or advertorials, and supplies the editorial offices with contents. This way, both the marketing and the PR departments of companies stand to benefit in equal measure as the ads and advertorials will appear in the magazines actually read by the target group. At the same time, the program serves to enhance Avaya‘s profile with the editorial offices and to generate attention for the company’s issues.

Since the start of the program, Avaya has succeeded in reaching more than one million additional readers. Thanks to the placement of the ads and advertorials, the company has increasingly been the focus of editorial reports. The media resonance analysis showed a 75% increase in value compared to single ads.

Got any questions about the opportunities offered by a media cooperation program? Please contact Ortrud Wenzel.

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Google+: What is to be gained from the New Company Profiles?

It has only been two months since Google+, the search engine top dog’s new social network, has become available to the public. And one thing is evident already: Google is going to seriously shake up the market. Companies have since November had the opportunity to set up their own profiles on Google+. Prior to that, the beta testers – among them Fleishman-Hillard – were given exclusive access to the company websites and had the opportunity to discuss their requests for modifications with Google. Since the company profiles’ release, there is already any number of companies represented on Google+. What precisely does the network offer?

• Target groups segmentation: thanks to the so-called circles, it is possible to address different target groups in a different manner. This way, it is also possible to realize e.g. multiple-language profiles.

• SEO: a presence on Google+, in combination with the ongoing integration of the social network with the Google search, will have an increasingly positive effect on search engine ranking.

• Chats: the chat function and the video chats also known as “hangouts” offer plenty of potential both for customer support and for internal communication.

• Analysis: it is envisaged for the future to dovetail Google Analytics with Google+. Considering the performance of Analytics in the analysis of conventional websites, users have very good reason to look forward to the integration with Google+.

• Continuing development: Google is making great efforts at further expansion and is publishing new features on an ongoing basis. At the same time, user figures are snowballing even now. None of the other known social networks has enjoyed a comparable growth rate during its first few months. According to Forsa, Google+ is already on a par with Twitter in terms of user figures and may outperform even Xing in the very near future.

Despite all the euphoria, however, Google+ is not equally suitable for every company. We generally advise our customers not to rush headlong into joining new (or even established) social networks without careful and precise prior analysis of their own target group, their company’s strategic orientation and their internal objectives. With the service just having gone online, there is currently any number of early adopters present on Google+ with the intention of giving it a try and monitoring its development. Companies therefore still have plenty of time to find out, e.g. by way of a social media audit, which of the channels are actually being used by the customers, partners, and competitors.

Or to put it in the words of Roman poet Publilius Syrus: “It is a great thing to know the season for speech and the season for silence“.

Interested in finding out more about Google+ or a social media audit? Please contact Arne Klempert.

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New Consultant to Joint Fleishman-Hillard’s Technology Practice

Arnica Freundt joined Fleishman-Hillard Germany’s Technology Practice in September of this year to support the team extended earlier to include the Munich and Frankfurt locations in order to provide even better local support to the customers.

Before joining Fleishman-Hillard, Arnica Freundt worked for Lewis PR and Fink & Fuchs in product and corporate communications, where she was primarily in charge of companies from the ITC industry. Her previous clientele includes illustrious names like Microsoft, Lexmark, Telefónica o2, Sanyo, Dell Services, and Panasonic. Her scope of tasks on behalf of these clients included the coordination of pan-European projects with a focus on social media, among else. Arnica Freundt holds a Master’s degree in Communications and Media Science.

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Multimedia

IBC addresses target group via radio

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Google+: Of what use are the new company profiles?

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New consultant at Fleishman-Hillard: Arnica Freundt

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