GERMAN LEADERSHIP NETWORK ASSOCIATION, MALAYSIA

Client Brief
Germany is currently Malaysia’s 2nd largest trading partner contributing some €7 billion annually to the Malaysian economy. While this trade is stimulated by a combination of small and medium-sized enterprises (SMEs), as well as global multi-national corporations (GMNCs), the bulk of this trade will be sustained by German GMNCs for years to come.

To that end, the German Leadership Network Association, Malaysia (GLN) was established with the following objectives in mind:

• Create an organization which addresses the specific needs of German GMNCs operating in Malaysia
• Provide a platform for continuing strong trade relations between German GMNCs and relevant government ministries in Malaysia
• Ensure German GMNCs continue pursuing opportunities to maintain and expand their operations in Malaysia
• Combine members’ efforts to ensure effective corporate sustainability programs have a measurable impact beyond those of the efforts from any one company

Business Challenge
The main challenge for Essence was not in the strategic development for the project itself, but in developing it for 16 global companies – essentially 16 clients – all with the desire to have an equally influential role in shaping GLN policy and benefiting from its presence in the market.

Essence was responsible for developing a communications strategy which best assisted this newly-formed association in not only reaching its target audience, but securing specific objectives to ensure its influence among government ministries, NGOs and relevant business sectors was made evident.

All documents for the media and GLN spokespersons including GLN backgrounder, press release, company fact sheets, speeches for GLN spokesperson and a comprehensive briefing document designed to address all media, ministry, economic (macro and micro) and NGO issues which have a direct and indirect impact on the interests of the GLN and its member companies.

In addition, Essence Communications was tasked with developing the event concept, planning and execution, including: guest invites, inviting and liaising with the Ministry of International Trade & Industry and the Ministry of Youth & Sport and coordinating with the staff of the German Embassy to Malaysia to ensure the requirements and restrictions for holding an event in the ambassador’s official residence were adhered to.

Essence PR Strategy
It was determined that the best course of action for the launch event was to hold it a neutral venue which did not favour any one member of the GLN. As such, an official ceremony held at the residence of the German Ambassador to Malaysia was deemed most appropriate.

Business and news media were targeted to cover the official launch event, with a media conference after the main ceremony. Media were given exclusive access to the GLN Chairman during a closed-door session.

In addition, comprehensive follow-up was conducted to ensure coverage from those publications who did not attend was achieved. 1-on-1 interviews were also scheduled to take place before the Joint Economic Conference between Germany’s economic minister and Malaysia’s trade minister. The timing of these interviews would be crucial in order for the GLN to leverage on the strength of its global network and German pedigree to ensure each member’s continued favourable relationship with the Malaysian Ministry of International Trade & Industry.

Results
Media coverage included a banner heading with photo and an article in StarBiz (Malaysia’s most widely-read English language daily) as well as coverage by Bernama (Malaysia’s national news agency), New Straits Times (part of Malaysia’s largest news group) and The Edge (Malaysia’s most comprehensive and highly-regarded business publication).

In addition, the launch was attended by the Deputy Ministers from the Ministry of International Trade & Industry and the Ministry of Youth & Sport, as well as CEOs from some of the largest global companies operating in Malaysia. The opportunity for the GLN members to engage the ministers personally will prove to have a lasting impact on the GLN’s ability to cooperate with these ministries.