Today our series features Daniel Pohl from 360Concept, a GlobalCom PR Network partner in Germany, who gives us some insights into “Tops and Flops” in the German market.
PR topics: tops and flops – what works best in your market?
Our PR Agency is strongly committed to high-tech and sustainable management topics. Therefore market knowledge and technology know-how is key for our PR work. Understanding where the customers are communicating along the value chain helps to avoid PR wastage. A producer of solar modules that might directly be accessible for end-customers and installers do have different needs in PR and communications than, for example, a supplier of high-tech machinery. A further trump card we can play is our market research background. We do not “stab around in the dark”; we rely on proven primary-data for each communication challenge. In a nutshell: speak the customers’ language, understand the customers’ needs and rely on your market knowledge – this will bring you success.
How important is industry expertise in your daily PR work?
Industry expertise is absolutely key. Not only do we have to identify the suitable media channels and communication strategies, it is also our ability to raise and address topics that even the client hasn’t yet thought of. We therefore work together with our experienced business consultants in most projects. They not only know the current market situation, they can even model different future market scenarios. That helps us to not be surprised when it comes to media work. In most cases it is either media or business consulting. With us it is both. This is how we understand one-stop shopping and full-service.
Are integrated international PR programs beneficial for your work?
Some customers require international public relations strategies. But most of our projects are focused on one market. It is rather seldom that we do real “cross-border PR campaigns” like you may find in textbooks. But of course it is not only media work that we do. A lot of different disciplines are involved, for example, we organize conferences or congresses (direct communication); we send out invitations to media and journalists (media work); we provide marketing material and set up event websites (media design and IT support); we follow up communication with guests or invitees in the name of the client (dialogue services and direct marketing). That is only one of numerous combinations.
The PR agencies network can be very useful in some cases. Here is an example. Right now we are planning a PR campaign in the United Arab Emirates. Having the opportunity to directly exchange thoughts with colleagues from the respective countries is priceless. We would fail big time if we only relied on what works with media in Europe. This personal contact helps us in our daily business and guarantees maximum success for the customer. We are small and flexible in structure, but we are punchy and as internationally effective as larger PR agencies when required.