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

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 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

4. 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

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. Thanks for your attention. Goodbye!