Public Relations – in an Agency or Enterprise? Excursion to the NewMark PR Agency

“The day was extremely diverse, well structured and informative,” is how ISM student Anja Klein summarised the excursion to the NewMark communication agency. In March 2015, students on the B.A. Communications & Marketing course and ISM professor Dr. Eckhard Marten were given the opportunity to gain an insight into the activities of an interesting service provider in the finance industry.

Since its foundation in 1997, the company has been specialising in the fields of public relations, corporate publishing and live communication. Andreas Glänzel, managing director of NewMark and the group’s guide for the day, familiarised the ISM students with the basics of the business. The main issue raised was “PR in an agency and/or enterprise”. A brainstorming session allowed the students to address the main differences between these two areas. After a presentation by various members of staff and a subsequent discussion, the agency job came out tops during a quick survey of opinions.

Particularly pleasing: the group was actively involved, as the students were encouraged to study and solve a number of case studies. “Dein Sprungbrett nach oben – wir rechnen uns!” (Your springboard to success – we are worth it!) by Michaela Gerdum is just one of the many slogans that were created during a brainstorming session for a university marketing project. Active cooperation ensured the student group was introduced to the concepts and activities of an agency like NewMark in a playful manner.

Author: He Ting Huang