P.R. Analysis

”Landesbank Hessen/Thüringen” Petra Eckert, Ann-Kristin Nimmrichter, Anna Katharina Bernhard,

Jasminka Terzic, Marcel Noee

Public RelationsKathryn Khairi-Taraki Thu 12.00-14.00, Room B 440

WS 2007/2008

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

IntroductionHELABA - LANDESBANK HESSEN-THÜRINGEN

HELABA is a Sparkassen Group Bank connecting Frankfurt and Erfurt

Not only represented in Germany, but in other countries as well

1. 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

COMPANY PROFILE

Has 5.700 workers and a balance sheet total of around 168 billion euros

Three areas of business activities

1. Multinational Company Business and Investment Banking division

2. Private Customer Business division

3. Public Development and Infrastructure business

SOCIAL COMMITMENT1. 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

SOCIAL COMMITMENT2. 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)

SOCIAL COMMITMENT3. Art

Enthusiastic sponsor of art and culture:

- Romantics room at the Städel Institute of Art, Frankfurt

- Museum of Modern Art, Frankfurt - Documenta 12

SOCIAL COMMITMENT4. 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

KNOWING WHAT MATTERS

Transparency is the most important requirement for a trusting partnership:

- Ratings

- Annual Reports

- Press Releases

- Financial Data

- Refinancing

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

Department for Communication

Scope of duties

- Contact to media

- Press conferences

- Advertising

- Internal communication

- Sponsoring

- Responsible for inter-and intranet

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)

InsightMr. 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

InsightMr. 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

InsightMr. 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

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 groupAnnual accounts of Landesbank Hessen-Thüringen

Annual Report 2006Preface

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

Annual Report 2006Corporate 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

Other material used for PR

Examples:

- Flyers

- Brochures

- Magazines

Other material used for PRFlyers

- 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.

Other material used for PRBrochures – 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

Other material used for PRBrochures – 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).

Other material used for PRBrochures – 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

Other material used for PRBrochures – 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

Other material used for PRInform – 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

Other material used for PRInform – 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.

Thanks for your attention.

Goodbye!