During the 21st Ordinary General Assembly in Bordeaux (France), the international network of independent PR agencies — IPRN, which includes Poland’s Public Dialog, decided to welcome seven new agencies into its membership. The new firms come from India, Portugal, Germany, Italy, and the USA.

New agencies in the IPRN network

The Portuguese firm Executive Decisions and Communication has offices in Lisbon and Porto, while the German agencies include Primo PR in Frankfurt and Schwan Communications in Hamburg. The Italian Axess PR is located in Monza, and the Indian agency Purple Media Works is based in Delhi. The new member from the USA — Vistra Communications — comes from Florida.

IPRN by the numbers

Currently, the IPRN network comprises 39 members worldwide. The next General Assembly will take place in June 2017 in Moscow. IPRN was founded in 1995 and is now one of the largest independent networks of PR agencies in the world. The organization has members across the globe, covering markets in North and South America, Western and Eastern Europe, the Middle East, the Far East, and Australia. The combined revenue from member fees reaches 200 million USD.

Public Dialog — the only Polish agency

Over 5,000 communication specialists work in the affiliated firms, combining deep knowledge of local markets with global reach for all network clients, ensuring tailored communication strategies and campaigns. The only Polish agency in IPRN is Public Dialog.

Key terms from the article

PR — Public Relations / public relations. Activities that build an organization’s reputation and relationships with its environment: media, customers, employees, partners, and communities. PR includes press releases, media relations, crisis management, events, and brand storytelling.

Why it matters: It builds credibility that no ad can buy — through third-party voices. A published editorial piece or well-managed crisis carries more weight than any campaign — because it’s someone else talking about the brand, not the brand talking about itself.

When to use: Constantly: media relations, press releases, interviews, events; especially during crises and company changes.

Risk of neglecting: Without media relations, a company speaks only through paid channels, and in a crisis, it’s left without spokespersons and trust.

Media. Channels and platforms through which communication reaches audiences: internet, print, television, radio, outdoor, podcasts, newsletters, and social media. In marketing, media also refers to the purchase and planning of ad placements.

Why it matters: This is the marketer’s playing field: choosing the right channels determines whether the message reaches the right audience at a reasonable cost. Media is also an expense — often the largest item in a campaign budget.

When to use: In every campaign planning: selecting channels based on target audience, objective, and budget.

Risk of neglecting: A great creative in the wrong media is a message sent nowhere — it reaches the wrong people, at the wrong time, and at too high a cost.

Summary

During the 21st Ordinary General Assembly in Bordeaux, the IPRN network welcomed seven new agencies from India, Portugal, Germany, Italy, and the USA. These include Executive Decisions and Communication from Lisbon and Porto, Primo PR from Frankfurt, Schwan Communications from Hamburg, Axess PR from Monza, Purple Media Works from Delhi, and Vistra Communications from Florida.

IPRN currently has 39 members, with combined revenue from member fees reaching 200 million USD. More than 5,000 communication specialists work in the firms belonging to the network. Public Dialog remains the only Polish agency in the organization, with the next General Assembly scheduled for June 2017 in Moscow.