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Jochen Leufen

Founder and CEO

My job at HeadlineAffairs in three words:

Much. Demanding. Diversified.

What I’m doing at HeadlineAffairs:

Mostly: Thinking, reading, writing, speaking…
Best: Strategy and concept development for clients and for HeadlineAffairs
Frequently: Media Training
Gladly: Ad hoc support in current crisis
Often: annoying administration stuff
Rarely: praising
Barely: taking the time to reflect about this
Never: regretting the decision to have founded HeadlineAffairs

Crowning achievements of PR are…

…if creative story telling snatches the advertising budget.
…to fire talents with enthusiasm for the challenges of PR.
…courageous interviews at the beginning of a crisis.

Capital sins of PR are…

…to take oneself too seriously.
…lack of curiosity.
…courageous interviews at the beginning of a crisis (without preparation).

In the past I thought…

…I will become a journalist or a press officer.

Today I know…

…that I can be a mediator between these two professional groups.

Learn more about the founder of HeadlineAffairs

Jochen Leufen started his PR career as a consultant at the Munich PR agency wbpr, specialized in corporate communications. There, he had been responsible for clients from the industry sector as well as for associations for five years. In 1995 he went to the globally operating agency Ketchum, where he held the position of an “Associate Director”. He ran the department Corporate and Technology Practice until 2002 and established the areas of expertise media training, issue management and crisis communication. Stages of his career were amongst others:

: Campaign for the “Stiftung Initiative Mehrweg” (Foundation Initiative Reusable) (1992-1995)
: Campaign for the initiative “High Tech in Bayern” (High Tech in Bavaria) (1996-1997)
: European PR for the world congress for telematics in transport (1998)
: Launch of and press support for “Handelsblatt Interaktiv” (Handelsblatt Interaktive, i.e. a leading German business newspaper ) (1999-2000)
: Relaunch of and ongoing press support for Microsoft Network (1999-2001)
: PR for IBM in the context of global support (2001-2002)

A particular core area of his work is consulting for companies in crisis situations and doing crisis prevention as well as carrying out media trainings and crisis simulations for companies such as Amazon, Bulthaup, Deutsche Bergbau-Technik (German Mining Technology), Dow Chemical, Euvia Media, Expedia, Henkel AG, Hitachi Data Systems, Kikkoman, Legoland, Meggle, MSD (Merck Sharpe Dome), MTV, Navigation Technologies, SupplyOn AG, Viag Interkom, webmiles.

Before his career as a PR consultant Jochen Leufen worked, among others, at the FDP’s federal office during the electoral campaigns for the Bundestag in 1986 and 1989. During his studies in Administrative Sciences in Constance he focused on political communication and media effects research. He is author of the article “Investor Relations-Strategien in der New Economy” (Investor Relations Strategies in New Economy) in “Die Krise managen – F.A.Z. Institut 2002” (Managing the Crisis – F.A.Z. Institute 2002) and holds lectures on insolvency communication and online PR.