christopher tesch, iprn annual general meeting prague, may 17, 2011 effective communication in china
TRANSCRIPT
Christopher Tesch, IPRN Annual General Meeting Prague, May 17, 2011
Effective Communication
in China
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Introducing JP│KOM
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Facts & figures
Communications to enable your company to achieve its strategic objectives: We help you to minimize risks and maximize opportunities.
Founded 1994
Management team Jörg PfannenbergArne BorgardsBert Wichmann
Offices Düsseldorf, Frankfurt am Main
Permanent/contract staff 25/2
Gross income 2010 3.3 million Euros
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Well connected
JP│KOM is an independent owner-managed agency – with a strong network of partners in Germany and internationally.
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Our service lines
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Satisfied clients
CI/CD, change comm., press and public Relations
Ongoing since 2006
Ongoing since 2007
CI/CD, corporate publishing, leadership comm.
Internal and corporate communications/product PR
Ongoing since 2002 Ongoing since 2008
CI/CD, corpporate publishing
2008
Press and public relations, consulting
Ongoing since 2001
Internal communications
Ongoing since 2010
Marketing communications,branding, corp. publishing
Ongoing since 2008
Takeover communications
2009-2010
Ongoing since 1995
Press and public relations, financial comm, corp. publ.
Ongoing since 2004
Annual report,internal communications
2007
Initial Public Offering Issue of Equity
Cultural Due Diligence, communications controlling
2007, 2008, 2009
2001-2010
Change communications,media and public relations
Web 2,0, B2B newsletter, support media relations
Ongoing since 2009
Ongoing since 2008
International communications,communications consulting
Branding, positioning, corporate publishing
Internal communications
2011 2007-2009
2008-2009
Product PR, media relations
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Case StudyThe official opening of SMS Meer Engineering China: Celebrating the new market presence in Shanghai
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The challenge
89 days until the opening of the first production site of SMS Meer in China
36 conference calls with Chinese and German team members
21 pages in the activity report to be done
12 measurable project goals defined
4 stakeholder groups to be addressed properly
2 time zones
1 chance to kick off new business in China
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The opening of SMS Meer Engineering China (SMEC)
CustomerSMS Meer (machinery and plant engineering)
Objectives / needs of the clientIncrease market presence and establish new
production site
Strategy Create awareness among (potential) customers “Celebrate” the new market presence The quality of the communication activities mirrors
the quality of the products and services Balanced messaging China – Europe Continuous tracking of the outcome
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SMEC Opening
(Potential) Customers China
ProfessionalPublic
Employees China
Employees Germany/Europe
Key message: leading German technology – manufactured in China
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Milestones and timing
Jul 29, 2010Kick-off meeting in Shanghai
Aug 31, 2010Invitations sent out
Sep 10, 2011Adverts in Chinese and German trade magazines
Sep 21, 2011Presence at “Tube China 2010”
Oct 1, 2011Corporate brochure in
Chinese and English
Oct 28, 2011Employee welcome Media briefingOpening ceremonyOfficial banquet
Nov 21, 2011Media response analysis
Coordination and Project Management
Oct 21, 2011SMEC Website
Nov 29, 2011Final presentation
Documen-tation
Official OpeningCorporate MediaProcess supportPreparation
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Laying out the basis: Effective project management during three months
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Advertisements and trade media relations accompany the process
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Trade fair communication supports building up the image and announcing the new market presence
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Corporate media for professionally adressing the customers in Chinese and English
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200 employees, 250 customers and 35 journalists participate in the official opening
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The grand final: official banquet with the Shanghai Symphony Orchestra
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The result: positive media response in China and Europe (local, financial and trade media)
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Satisfied customers: „The opening went as perfect as the technology from Germany“
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Tracking and evaluation with Balanced Scorecard
Value Links Goal Outcome
Customers attending ≥ 150 (250)
Customer satisfaction (1 – 5) > 4 (4.6)
Journalists attending > 30 (35)
No. of clippings ≥ 40 (49)
Positive coverage by Chinese journalists 70% positive20% neutral10% negative
(93% positive) (7% neutral)
Positive coverage by European journalists 67% positive33% neutral
(90% positive) (10% neutral)
Satisfaction European journalists with press trip (1 – 5) > 4
Overal satisfaction of management with project (1 – 5) ≥ 3.8
Satisfaction of management with Employee Welcome (1 – 5) ≥ 3.8 3.5
Satisfaction of management with Opening Ceremony (1 – 5) ≥ 3.8
Satisfaction of management with Official Banquet (1 – 5) ≥ 3.8
Adherence to budget Max. + 5%
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Partnership for success
With 500 employees and 23 locations, BlueFocus is the leading PR-agency in China. BlueFocus regularly gets top international rankings.
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Lessons learnt When doing PR in China …
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… choose your target media carefully
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… pay special attention to online media
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… establish a link to the Chinese market (culture, people, …) with your messages
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… keep an eye on the calendar (public holidays)
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… understand the guanxi (relationship) concept
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… focus on the similarities, not the differences
