P.R. Analysis ”Landesbank Hessen/Thü r ingen”

1. P.R. Analysis”Landesbank Hessen/Thüringen” Public Relations Kathryn Khairi-Taraki Thu 12.00-14.00, Room B 440 WS 2007/2008 Petra Eckert, Ann-Kristin Nimmrichter, Anna Katharina Bernhard, Jasminka Terzic, Marcel Noee

2. Table of Contents 1. Introduction 2. Department for Communication 3. Insight 4. Analyzing Material 4.1. Annual Report 4.2. Other material used for PR

3. Introduction HELABA - LANDESBANK HESSEN-THÜRINGEN • HELABA is a Sparkassen Group Bank connecting Frankfurt and Erfurt • Not only represented in Germany, but in other countries as well • Commercial bank: competition in • the free market 2. S-Group Bank: provides products and services to support the Sparkassen 3. Development bank: discharges official duties

4. COMPANY PROFILE • Has 5.700 workers and a balance sheet total of around 168 billion euros • Three areas of business activities • Multinational Company Business • and Investment Banking division 2. Private Customer Business division 3. Public Development and Infrastructure business

5. SOCIAL COMMITMENT 1. The Employees • Helaba makes training places available • individual advancement and long-term retention of employees as central factors • helps the employees to achieve a work-life balance

6. SOCIAL COMMITMENT 2. Culture • Sponsorship of cultural and educational projects: - Erfurt: Theatre in spectacular setting of cathedral steps - Finance Capitals - Classic Nights - Rheingau Music Festival: Enjoying art with tradition - Professorship at the Institute of Law and Finance (ILF)

7. SOCIAL COMMITMENT 3. Art • Enthusiastic sponsor of art and culture: - Romantics room at the Städel Institute of Art, Frankfurt - Museum of Modern Art, Frankfurt - Documenta 12

8. SOCIAL COMMITMENT 4. Sports • Sponsoring deals and partnerships lasting several years: - The IRONMAN European Championship triathlon event - The charity Sporthilfe Hessen (Sport Aid Hesse) - A partnership with Eintracht Frankfurt

9. KNOWING WHAT MATTERS • Transparency is the most important requirement for a trusting partnership: - Ratings - Annual Reports - Press Releases - Financial Data - Refinancing

10. Department for Communication • History: - Since 1994: a department for communications - 2001: abolishment of “Gewährträgerhaftung“ • Size: - 12 employees - whole company: about 30 persons concerned with communication, marketing

11. Department for Communication • Scope of duties - Contact to media - Press conferences - Advertising - Internal communication - Sponsoring - Responsible for inter-and intranet

12. Department for Communication • Organization: - Part of a section - Spokesperson reports directly to the CEO • Corporate strategy - No explicit corporate principles • - Corporate strategy, established through • operating on the market kind of leading idea: • “mix of wholesale and retail” internationality • (ca 50% of income gained in foreign countries)

13. Insight Mr. Kuß – Spokesman • His job: - Flexibility, good arguments, credibility - Has to be available at any time - Has to work a lot behind the scenes, talks to journalists daily - Needs to tell journalists the whole story in order to convince them • - Needs to establish networks inside the company as well • as outside

14. Insight Mr. Kuß – Spokesman • Problems in the Job: - Journalist can break agreements - “Sandwichposition” between board and journalists - Distrust from within the company, fear of publishing confidential information

15. Insight Mr. Kuß – Spokesman • Criticism: - Too little resources • - no department on its own • not enough emphasis on the need • to communicate, to compete - The issue of sustainability - although there is a flat hierarchical structure, the felt hierarchy is much higher

16. Annual Report 2006 • -Provides an insight into the Helaba Group, its services and • activities, markets, strategies or career possibilities • -Contents (selection): • The helaba group in figures • Preface • Corporate strategy • Service for customers • How knowledge infrastructure helps ffm to compete as a • financial centre (outsourced) • Management report of the bank and the group • Annual accounts of Landesbank Hessen-Thüringen

17. Annual Report 2006 Preface • Personal foreword by the chairman of the board of managing directors, Günther Merl • Organized in four sections: • Helaba group sees business and earnings • increase • Integration of Frankfurter Sparkasse • begins to bear fruit • - An independent future as a European regional bank • - Organic growth to safeguard future prospects •  aspects create a positive image of the Helaba group

18. Annual Report 2006 Corporate Strategy • - Forward-looking • - International orientation • - Three corporate units: • - Wholesale Business and Investment Banking • - Private Customers and SME Business • - Public Development and Infrastructure Business •  multiple brand strategy

19. Other material used for PR • Examples: • - Flyers • - Brochures • - Magazines

20. Other material used for PR Flyers • - Identification with sponsored • associations/clubs (i.e. Eintracht Frankfurt) • - Combined placement of logos and colors • - Advertising • - Local patriotism • - Declaration of support • Creates the image of a local institution which supports • Frankfurt and its inhabitants.

21. Other material used for PR Brochures – The Main Tower 1. Description of the building and its construction - Innovative and extraordinairy construction - Combination of neo-classical and modern elements - International production of the glass front and its special windows - One of the fastest elevator systems in Germany - Ecological air conditioning system every mentioned aspect creates a positive image

22. Other material used for PR Brochures – The Main Tower 2. Art in the tower - First and only skyscraper in Germany which is open to the public - Mosaic which shows historical people of Frankfurt (Frankfurter Treppe) v.s. modern video installation (World of Appearances).

23. Other material used for PR Brochures – The Main Tower 3. Atmosphere - Modern heaters installed in the ceilings make high windows possible - Bright rooms which lead to comfortable working atmosphere  Addressed to potential future employees 4. Description of observation platform and restaurant  Addressed to the public, invitation effect

24. Other material used for PR Brochures – Art in the Helaba • Promotion of modern actual arts • - Mainly in Frankfurt but also in other locations • - Seen as a decision which involves risk and requires • courage •  Linked to requirements in the field of investment • which also have to be fulfilled by a modern bank • - Newer art often connected to the architecture • of the main tower • - Brochure contains repetitive and meaningless • information, probably designed for readers who • just run over the pages very quickly • - Pictures get most of the attention

25. Other material used for PR Inform – The Helaba Magazine • Designed for employees • Contains 5 categories • 1. Names and News • - Political and Economical changes which • affect the bank • - Important changes inside the institution • 2. Employees and bank • - Information about important employees • and their work • - Festivals and events organised by the Helaba

26. Other material used for PR Inform – The Helaba Magazine • Contains 5 categories • 3. Customers and Products • - Information concerning sponsored associations • and events • 4. Tips and Free Time • -Tips concerning wellness, activities and behaviour • especially designed for people working in offices • 5. Human Resources and appointments • - Retirements, birthdays, anniversaries, deaths etc.

27. Goodbye! Thanks for your attention.