IPRN was formed in 1995 and is now the world’s largest independent agency network. We have members all over the world covering markets in North and South America, Western and Eastern Europe, the Middle East, the Far East and Australasia. The combined fee income or our membes exceeds US$200 with staffing of over 1000 public relations professionals providing local knowledge and global reach for all our clients who require selective market PR programmes. We’re experts at what we do. Through us you access a wealth of experience and communication knowledge. Every year one of our members hosts the network’s Annual General Meeting attended by all members. For us it is vital that we meet each other regularly so that we can assess and probe each other’s competencies and skills. You can trust us to deliver results, whether we work individually or as an international team. So what makes us different? The IPRN member you contact is the person in charge of that business – the owner or senior director – the one who makes decisions for his or her business. So you can be sure that your business matters to us personally. When you choose an IPRN member you are guaranteed integrity and professionalism. Go to Find a PR Agency to locate your country’s IPRN member or to locate a member in a geographical market you want to target. www.iprn.com

1. Local knowledge.
Global reach.
Competencies and resources in Europe and the Americas
London / Düsseldorf / Beijing October 2014

2. Who we are and what we stand for

3. London Berlin
Paris Shanghai
São PauloCincinnati
A dynamic global network of independent agencies
Number of agencies 35
Gross turnover US-$163m
Employees worldwide 1,700
General Secretary Jonathan Choat
Coordinators Jörg Pfannenberg,
China Business JP│KOM, Düsseldorf.
Aries Hou,
Blue Digital, Beijing.
Founded 1995
As a client, you are serviced by the owners
of these agencies to whom reputation and
achievement are paramount.
1,700 employees in 41 countries at your command

4. NORTH AMERICA
Canada
USA
SOUTH AMERICA
Argentina
Brazil
Chile
Colombia
Mexico City
Peru
Venezuela
AFRICA & MIDDLE EAST
Jordan
Saudi Arabia
Lebanon
South Africa
United Arab Emirates
AUSTRALASIA
Australia
New Zealand
ASIA
China
Singapore
Japan
India
EUROPE
Austria Hungary Portugal
Belgium Ireland Russia
Czech Republic Italy Spain
Denmark Luxembourg Sweden
Finland Netherlands Switzerland
France Norway Turkey
Germany Poland United Kingdom

5. Integrated comms worldwide
IPRN agencies stand for integrated all-encompassing
service, from communications consultancy to realisation
Executive comms
Internal comms
Management conferences
PR/PA
Corporate publishing
Cap. market transactions
Investor/Creditor relations
Issue management/
Crisis comms
CSR commns
Media relations
Events
Trade marketing
Media relations
Corporate publishing
Events
Trade marketing
Trade show PR
Media relations
Public Affairs/Market Access
Events
Comms
management
Employee
comms
B2C
comms
B2B
comms
Corp.
& Fin.
comms
Healthcare
comms

6. Media relations for international clients
Implementation
• Press information
• Press kits
• Interview agreements
• Press trips
• Press conferences
Monitoring
Basic services
• Consultancy
• Development of media strategy and storyline
• Planning of PR activities
• Press contact
• Development and maintenance of contact lists
• Media response analysis
• Equivalent advertising spend analysis
• Input-output analysis
• Editorial visits
• PR for trade fairs
& events
• Seminars for journalists
• Meetings with experts

7. Strong in digital and web 2.0 comms
Structure/
Design
• Best practice researches/benchmarking
• Conception, structuring, navigation
• Design and layout
(Technical)
Implementation
Strategy
• Set-up of social web presences/apps
incl. HTML coding
• Mashing of channels/applications
• Editorial services incl. content/community mgmt.
• Content creation incl. videos, plugins, etc.
Social Web
Monitoring
• Realtime monitoring
• Key influencer analysis
• Reports and management summaries
• Analysis of media portfolio
• Strategy 1.0/2.0 (internal/external)
• Structures and cross-media linking

8. Proof of our strategic excellence
2013
LACP Spotlight Awards
Gold for BASF’s brochure “Cosmetics for real life”
2013
BCP Best of Corporate Publishing Award
2 x Gold/1 x Silver for Luxaviation’s “xcellence magazine”
2012
LACP Spotlight Awards
Platinum for Styrolution’s “Pocket Guide”
2012
inkom. Grand Prix
Silver for BSH’s “inform” e-magazine
2010
Stevies Distinguished Honoree
Cognis’ “Newtrition – Eat.Feel.Live”
2008
European Excellence Awards
1st place for Cognis’ “Controlling/Evaluation system“
2007
LACP Spotlight Awards
Platinum and “Best Debut” for Cognis’ Intranet relaunch

9. Expertise in industry sectors (1/2)
B2B – commercial/
industrial
IT & Technology
Consumer (Food/Drink,
Durables, Services)
Healthcare &
Pharmaceuticals
Financial Services
Utilities
Bosch and Siemens
Home Appliances
Top 5 energy
utilities worldwide

10. Expertise in industry sectors (2/2)
Food & Drink
Other Consumer Goods
Automotive & Suppliers
Travel & Tourism
Fashion, Nautical &
Luxury Goods
Non Profit

11. Selected fields of comms
Public Affairs
Environmental Affairs
Crisis and Issue
Management
Bosch and Siemens
Home Appliances

12. Case studies

13. Raising profile with a media roundtable
with key branch experts
Media relations: DuPont
13
Tasks
• Position DuPont Nomex as leading brand
for fire protection/safety
• Foster image as innovation leader
Measures
• Featured articles/case studies in
cooperation with fire brigades (“Storytelling”)
• Press office/media contact
• Advert campaigns
• Media events with key trade media
Results
• Key industry event in Germany 2013:
roundtable with 16 experts
• Extensive media coverage incl. videos
• IPRN Award 2014 (category “B2B
communications”)

14. Promoting the Renminbi in Central Europe
Media relations: HSBC
Tasks
• Position HSBC as leading international bank
and expert for China
• Promote Chinese Renminbi as top 3
trade currency worldwide
Measures
• Placement of articles and interviews,
e.g. in Czech Republic and Germany
• Web conference for German journalists with
CEO of HSBC China and Head of Corporate
Banking Germany
• Media relations (“Issue surfing”) on
occasion of Xi Jinping visit in Europe
Results
• Positive coverage
• High share of voice in opinion leading media
14

15. Premarketing of a new pharmaceutical product
Media relations: Takeda
Tasks
• Prepare launch of specialist drug in a new indication
• Give profile to innovation strategy of the company
• Win allies among NGOs
Measures
• Interviews with the CEO in opinion leading media
• Advertorials with testimonial stories (“Storytelling”)
• Media relations in close cooperation with NGOs
• Bylined articles in specialist media
Results
• Higher share of voice
• High awareness for new product

16. Premarketing of a new pharmaceutical product
Media relations: Takeda
Coverage in popular/opinion leading and trade media

17. Organizing Madrid Lighting Show
Media relations: Havells Sylvania
Tasks
• Launch of Havells Sylvania in Spain
• Reinforce relationships with media and journalists
Measures
• Exclusive press event for trade media in Madrid
• Special press kit with all the information and the
new Sylvania LED lamp as a present
• Special catering with one of the most important
chefs in Madrid
Result
High press coverage in all the target media

18. Promoting Azimut Yachts’ launch in Spain
Media relations: Marina Estrella
Task
Introduce Azimut Yachts as the premium brand of
Marina Estrella in Iberia as the lead changing factor
Measures
• Presentations, roadshows and special events in
different marinas in Spain
• Special booth and active participation in the
Barcelona International Boat Show
• News, articles and boat tests of Azimut new models
in the marine and lifestyle media
Result
• Highest brand and product notoriety in Spain, well
linked with Marina Estrella
• Azimut boats better recognized by media and
clients as a top brand of the nautical industry

19. Organizing a world premiere:
“Barcelona: 1000 days to the future”
Events: Discovery Channel
Task
World premiere event for Discovery with high
media and opinion leaders impact
Measures
• Organization of an event for 3,200 VIPs, opinion
leaders, influencers and media, leaded by the
Mayor of Barcelona.
• Press conference with more than 60 journalists
(dailies, magazines, trade, TV, radio stations)
and 70 special VIPs
Results
• 60 news and articles published in Spanish
newspapers and magazines
• 7 clips on premium TV in 2 months, plenty of
radio coverage

20. Giving an authentic proof of business expertise
Media relations: BASF
Tasks
• Inform customers about “Cosmetics for real
life” concept of BASF Personal Care
• Show innovative strength and expertise
• Proof relevance of cosmetic ingredients
Measure
Brochures show BASF experts and employees in
professional and private life
Results
• Brochure won LACP Award in New York
• Became a collectors item

21. Giving an authentic proof of business expertise
Media relations: BASF
“Be yourself“: employees as “brand ambassadors”, supporting BASF’s “Cosmetics for real life” concept

22. Appealing to a sophisticated target group
Media relations: Luxaviation/Fair Jets Group
Tasks
• Create a compelling first-class publication
• Target the exclusive target group of a charter flight
company
Measures
• High quality, exclusive in-flight magazine
• Adopting the style of a classic travel journal by appealing
to the taste of distinguished and wealthy travellers
Result
• Two gold and one silver at Best of Corporate Publishing
Award 2013
• Offering added-value stories for customers

23. Providing social media guidance
for employees worldwide
Digital: Henkel
Tasks
• Coaching Henkel colleagues to use social
media in an appropriate manner
• Definition of responsibilities (corporate vs.
brands, global vs. local, etc.)
Measures
• Social media policy
• Training video and PPT with global Henkel
best practices
• Quiz & poster: “Correct behavior in social
media conversations”
Results
• Successful roll-out of the global corporate
social media strategy
• Overview on worldwide activities
via central database
Empowering instead of “preaching”: Henkel’s new
social media guideline was promoted with a video clip

24. A single online solution for all devices
Digital: Together for Sustainability
Task
Central online platform to onboard potential
suppliers of leading chemical companies
(e.g. BASF, AkzoNobel, Bayer, etc.)
Measures
• Website incl. responsive design
• Multimedia training materials and
learning tools
• Video tutorials in five languages
• Interactive checklists
Results
• 91% customer/user satisfaction
• Expansion of member companies
from 6 to 8

25. A single online solution for all devices
Digital: Together for Sustainability
PC, tablet or smartphone? “Together for Sustainability” provides its suppliers’ information
on every screen

26. Setting up corporate social media channels
Digital: BSH Bosch and Siemens Home Appliances
Task
Entering the social media world
Measures
• Social media guidelines worldwide
• Implementation/Programming of Facebook,
YouTube, LinkedIn, Blog
• Social Media Pilot in Turkey
• Set-up of social collaboration platform
• Promotional activities to boost use of social
media among employees
Results
• About 92million clicks on Facebook fanpage
within two months in Turkey
• Reports in opinion leading media, e.g.
Hürriyet

27. Social media guidelines for local comms managers
Digital: BSH Bosch and Siemens Home Appliances
Tasks
• Framework for local implementation of global
social media strategy
• Online crisis prevention
Measures
• “Cookbook” for local comms managers:
guidance incl. design templates, community
and issue management
• Easy to look-up guidelines instead of
technical compendium
• Extension of existing crisis guidelines incl.
processes and responsibilities
Results
• Successful start of corporate social media pilot
in Turkey and global implementation
• Coherent standards for issue analysis and
reaction established worldwide

28. Leveraging a plant opening for cross-border
media relations
Events: SMS Meer
Tasks
• Rise awareness for new plant in Shanghai
• Support sales activities B2B in Asia
Measures
• Advertisements in trade press
• Media relations and speaker placement
on Shanghai Tube Expo
• Microsite and brochure in English and Chinese
• Employees’ event
• Media briefings
• Opening ceremony and dinner
Results
• Successful opening with very positive
customer feedback
• Positive media coverage in China and Europe

29. Leveraging a plant opening for cross-border
media relations
Events: SMS Meer
Press conferences, employees’ event, opening ceremony, microsite on Shanghai
plant opening

30. Embracing the new strategy
with interaction and dialogue
Events: E.ON
Tasks
• Implementation of strategy worldwide
• Foster commitment of senior management
for new strategy
Measures
• Management conference for 600 attendees
from four continents
• Workshops/team sessions
• Gamification, e.g. swarm gaming (similar
to a video game)
• Toolbox for downcascading of information
Results
• Active discussions among the attendees
• Positive spill-over to external stakeholders

31. Celebrating the 100th restaurant with customers
and journalists
Events: Burger King
Tasks
• Celebrating the opening of the 100th
Burger King restaurant in Italy
• Roll-out of new restaurant concept
• Raising BK’s employer brand
Measures
• Opening event for the jubilee restaurant
in attendance of the BK’s EMEA president
• Press event for journalists of business,
trade and local media
Result
Nationwide media coverage all over Italy

32. Promoting new routes “on the fly”
Events: Emirates
Tasks
Promoting the new route Dubai, Milan,
New York
Measures
• Exclusive press briefing in airport business
lounge with selected key journalists
• Lunch with Michelin star-awarded chef
Results
• Nationwide media coverage all over Italy
• Fostering of a strategic partnership between
Emirates and ITCHEF (association of
international Italian chefs)

33. Building a fan community for a new product line
Events: LEGO
Tasks
• Supporting the expansion of LEGO’s product
portfolio
• Introduction of the new product line for role play
“LEGO friends”
Measures
• Press events for the introduction of the first
LEGO board games
• Consumer events with key target groups:
children, teens and their parents
• Long-term event series for “LEGO friends” for
boys and girls separately
Results
High acceptance of the new product unit

34. Promoting a new collection with high-end events
Events: Harry Winston
Tasks
Supporting the launch of a new watch collection
Measures
• Cooperation with renowned “Taormina
Film Fest”
• Press office to maximize coverage in key
trade media and TV
• Celebrity endorsement
Results
• High acceptance of new product line by
international celebrities
• High coverage in relevant key media
Laura Morante
Mira Sorvino
Michael Douglas

35. Boosting brand awareness with attractive
motorsport events
Events: Loewe
Tasks
Increase brand awareness for Loewe
among key target groups in Italy
Measures
• Sponsorship of Porsche Carrera Cup:
 Branded cars
 VIP lounge
 Press office
 Press day
 Product placement at Porsche events
Results
• HNWI presence
• Significance increase of sales

36. Increasing visibility of luxury cosmetics
Events: Kiehl‘s
Task
Increase media presence of the popular high-end
cosmetic brand
Measures
• Media relations online and offline
• Events in flagship stores
• Press conferences
Results
High nationwide media coverage in Italy

37. Sponsoring of girls soccer on the eve
of FIFA Women’s World Cup 2011
Events: Alliance Healthcare (ANZAG)
Task
• Give profile to company as corporate citizen
• Create value for market partners
• Employer Branding
Measures
• Organization of nationwide soccer tournaments
for girls
• Launch event and press conference in Frankfurt’s
FIFA World Cup Stadium
• Regional media relations and cooperations with
market partners all over Germany
Results
• Media coverage all over Germany
• Customer retention
• German PR award “Gold” in the category
“Sponsoring”
• Strong participation by employees

38. “Stakeholder mapping”: Identifying relevant
players with the public arena model
Tools for effective communications

39. Securing one-voice-policy – with a “Strategic
issue management process”
Tools for effective communications
Strategic
comms
goals
Yearly
comms
planning
Adjustment of comms. plans
Roadmap
incl.
milestones
1 2
4
3
Trend & issue
monitoring
Evaluation
Scenarios
new
proposals
Planning of
activities and
measures
Check of
messages
Ongoing
controlling
Goals
Planning
Implementation
Controlling
1
2
3
4
Implementation
A
C
D
E
Issue
management
B

40. Developing a coherent and convincing storyline –
with the “Pyramid of key messages”
Tools for effective communications

41. Working with the IPRN

42. It’s your choice …
Coordination of International Campaigns
Method 3
Client Corporate /
Product Strategy
Any combination which suits
your markets, management
and planning
Method 2
Client Corporate /
Product Strategy
Regional reporting /
budget control
IPRN country
agencies sourced
Agency manages campaign
reporting to local client
management
Method 1
Client Corporate /
Product Strategy
Central reporting/
budget control
Lead country agency
Sources IPRN
Manages campaign through
IPRN country agencies

43. Your contacts
Jörg Pfannenberg
JP│KOM GmbH
+49-211-687835-12
joerg.pfannenberg@jp-kom.de
Oliver Chaudhuri
JP│KOM GmbH
+49-211-687835-42
oliver.chaudhuri@jp-kom.de
London Shanghai/Beijing Düsseldorf
Jonathan Choat
General Secretary IPRN
+44-207-052 8812
jonathan.choat@nexuspr.com
Aries Hou
BlueFocus Digital Marketing
+86 (10) 5647 9508
houhanling@bluefocus.com
Wenyi Wang
BlueFocus Digital Marketing
+86 (10) 5647 8400
wenyi.wang@bluefocus.com