As PR professionals, pivoting is par for the course. Ducking, weaving and finding new approaches as we negotiate with media to achieve results for clients is a perennial part of our playbook.
ECCO Hamburg | ad publica is honored with an International German PR Award
Chaired by Professor Doctor Peter Szyszka of Hochschule Hannover – University of Applied Sciences and Arts, a jury of 36 reviewed submissions for more than 230 communications campaigns and projects. Finalists and winners were selected in several stages. Hamburg-based PR agency ad publica was awarded the International German PR Award of the DPRG (the German Public Relations Association) in the category ‘Technology and Innovation’ for its public relations campaign on behalf of Hamburg firm LUIS Technology. Due to the coronavirus pandemic, the DPRG held this year’s German PR Awards ceremony online.
Turning assistants save lives – a truth that can be very tricky to communicate. The issue affects three groups: There are the cyclists whose lives can potentially be saved through the use of turning assistants. There are the lorry drivers and shipping companies being put under pressure. And there are the politicians now subjected to increasing public scrutiny.
Against this backdrop, how do you position a young enterprise from Hamburg offering what is a commercial product, but at the same time a life-saving tool to help everyone? ad publica developed a strategy to suit the situation. LUIS product developers were positioned as experts and partners for opinion formers and decision makers. The public focus was put specifically on LUIS’ expertise as a USP, rather than on the turning assistant as a product. This approach succeeded in positioning LUIS as a partner for shipping companies as well as political players. It also considerably advanced the debate surrounding turning assistants. ad publica was awarded the International German PR Award in the category ‘Technology and Innovation’ for its strategy.
ad publica continues to expand its international focus
Managing Director Martina Biesterfeldt, who is responsible for ad publica’s internationalization, comments: ‘Our inclusion into the ECCO International Communications Network confirms our status as an agency with an international agenda. Being recognized with this international PR award is extremely important for us. It is a form of professional benchmarking that shapes opinions in the comparison of PR agencies, including at the national level. In this comparison, ad publica continues to hold its own against the great names in the sector.’
The history of this PR award is closely linked to the rise of the entire profession. The discipline has grown in terms of content and subject matters. It has become more differentiated and gained significance in many social areas. Consequently, it has now evolved into an important business sector, recognized profession and methodical trendsetter. The renowned award began life as the ‘Goldene Brücke’ (Golden Bridge). Winners were initially selected every two years during the 1970s, only three times during the 1980s and then nearly every year since the 1990s. The 50th anniversary in 2020 was to have been marked with a gala event, cancelled due to the coronavirus pandemic. The awards ceremony was held online instead.
Click here to see all of ad publica’s awards.
The COVID-19 pandemic has restricted face-to-face meetings and travel. However, negotiations and deal-making are sill possible, explains Thorsten Hofmann, head of the C4 Center for Negotiation.
Unwillingly, many of us discover the world of video conferencing. It teaches us new things, demands flexibility – but also creates distance and uncertainty.