Alan Brighty

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Alan Brighty

Director

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  • CH 8234 Stetten
  • İsviçre

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Kişisel Bilgilerim

İş Deneyimlerim

  • İşyerindeki statü
    Serbest meslek

Eğitim Bilgilerim

  • Diller
    İngilizce (Ana dili), Fransızca (Akıcı), Almanca (Temel bilgiler)

Hakkımda

Alan Brighty is Director of ABC Communications, a freelance agency specializing in Corporate Communications assignments, finance and technology. He opened the agency in June 2004 having returned from Australia following a three year assignment as Regional Director, Acclaro International, in Sydney. The office offered a full range of public relations, corporate communications and investor relations services for clients throughout the Asia/Pacific who wish to reach the European market, for European clients who wish to penetrate the Asia/Pacific market and for Australian clients operating within the Australian marketplace. Clients included Compaq Europe, HP Europe, Philips, Financial Software Group, CMG WDS Australia, Air Clic, Carrier Devices Australia and MasterCard Australia.

Prior to that he was Director of Global Accounts for Acclaro International in Geneva, Switzerland. One of the two founders of the Geneva office, he worked with all the French-speaking authorities and services to assure the full functioning and correct set-up of the Acclaro Swiss operation within the parameters of local regulations.

Responsible for the development, direction and management of client accounts and the implementation of key client initiatives, he identified and articulated corporate policy for major client Compaq, formulating PR strategies and tactics to meet the objectives of various crisis and issues management programmes. Hands-on and, frequently, on-site execution of client programme activities included news conferences and events, press release and case history writing, reputation assessment and day-to-day contact with both key Pan-European journalists and analysts. Having started with 2 people in Geneva, Acclaro rose to 26 employees and offices in London, Paris, Zurich and Sydney before being absorbed into the WeberShandwick Group.

Before returning to Geneva, Alan spent 18 months in Germany as Press and Public Relations Manager, Europe, Middle East and Africa for Compaq Computer Corporation in Munich. He managed the public relations and analyst relations function through a period of change as Digital and Compaq merged and reorganised. Responsible for harmonising the two companies’ PR functions across the 27 countries in which Compaq operated, he acted as the European interface for PR and AR projects carried out by outside agencies and assisted with the formulation and support of a single set of corporate messages across all business groups and areas.

He acted as a conduit for a wide selection of corporate and product information to an audience comprising daily and business press, IT journals, the analyst community and senior Compaq management. He added value to corporate positioning by organising group visits of business and trade editors to European headquarters, or taking advantage of their presence at large Pan-European or international tradeshows. He added value to current news and corporate positioning by monitoring press trends and carrying out a regular press contact programme to maximise editorial opportunities and ensure Compaq’s inclusion in cross industry features. He returned to Geneva to take up post with Acclaro International.

For the previous five years he had been Public Relations and Analyst Relations Manager, Europe, for Digital Equipment Corporation International, in Geneva, Switzerland, managing Public Relations and Analyst Relations in Europe as part of the Corporate Communications mix. This involved setting standards, contributing added value and giving direction, managing vendors, gaining support for initiatives that cut across business groups and countries, delivering high impact projects and getting issues fixed.

Press Relations responsibilities included carrying out a regular programme of contact in order to maximise editorial and briefing opportunities; contributing content to Pan-European supplements and focused business reports; distributing a wide range of press releases, fact sheets and backgrounders; generating European press releases and case histories; organising interviews between targetted journalists and senior managers; organising group visits for editors to Corporate headquarters.

He established an Internet-based news service for journalists and analysts in English, French, German, Italian and Spanish. Known as NewsDesk, it downloaded an average 900 pieces of information per month to journalists across Europe. A downloadable photo archive was also developed.

Analyst Relations involved establishing an Electronic Database of more than 300 European analysts in 29 interest groups; distributing a large range of information weekly; making regular telephone contact with analysts; organising one to one briefings between senior analysts and relevant Digital managers; encouraging participation in monthly teleconferences; handling surveys, questionnaires and ad hoc enquiries; organising and participating in a worldwide analysts meeting; participating in the IDC Forum in Paris and the Gartner ITXpo Cannes.

Issues Management comprised formulating PR programmes for issues as they arose like the European Commission Statement of Objections, Intel lawsuit and Settlement, French Recovery Plan and Systems Integration Sale, Relations with the European Works Council, Divestments from the Printers Business to the Networking Products Division and Semiconductor Manufacturing and various Downsizing Plans.

Under Government Relations he prepared position papers on Encryption, the Information Technology Agreement, the Global Information Society, EMU, Year 2000, Environment and Standards in Europe, and liaised with the Brussels-based EU press to ensure frequent and balanced coverage.

For the corporation's Strategic Partnerships, Alan managed a wide range of joint press activities like the Alliance for Enterprise Computing with Microsoft; the TurboLaser VLM launch with Oracle, the framework software agreement with Computer Associates.

Pan-European Support for the corporation's European PR and MarCom Country managers included acting as a repository of information; supporting business group activities by organising group editor visits to trade shows and to new product launches. Writing PR Plans based on situation analysis and desired results. Writing and distributing Advisories (on potentially damaging situations) and White Papers (giving the Corporation's official position) on a wide range of issues to senior management and MarCom management across Europe. He also wrote and distributed daily updates, marketing intelligence, press reports etc to senior managers across the Corporation.

As part of Employee Communications, Alan acted as European Editor and contributing sufficient stories to fill the European pages of the monthly employee newspaper DIGITAL Today.

From November 1967 - March 1993, he was Vice President, Burson-Marsteller International, Geneva,
carrying out corporate public relations assignments for clients such as Philips, Du Pont, Dow, EMI, Time Magazine and Digital Equipment. He was responsible for the supervision of large international accounts that function in several offices simultaneously, developing ideas that enabled tight promotional budgets to be used cost-effectively in carrying messages to wider audiences.

Working closely with the marketing functions of many clients, he assured that PR actions had a direct impact on the success of business plans.

Using his understanding of financial PR, he wrote quarterly newsletters for financial analysts on behalf of several multinational clients.

He also carried out PR assignments on location throughout Europe and Scandinavia, in the USA and in Turkey and acted as Staff Development Manager in charge of training for the Geneva and Zurich offices of Bursn Marsteller.

He was invited to join Digital as Corporate Communications Manager Europe in order to turn around Digital’s image with business press, analysts and financial institutions after five consecutive quarters of financial loss and job cuts.

For five years, January 1963 to November 1967, Alan worked on a weekly financial newspaper "The City Press" first as a reporter then as a feature writer. Became Features Editor in 1964 and pioneered the use of four-colour supplements in British newspapers. He spent the last eighteen months as Managing Editor of the newspaper before being head-hunted by Burson-Marsteller in Geneva.

Professional Background:

Holds Diploma, Registre Professionnel of the Swiss Society of Public Relations

Past Chairman of the PR Workshop Geneva.

Member of the Societe Romande de Relations Publiques

Past Member of the Union des Agences Romandes.

Social Background:

Past Chairman of the British Conservative Association of Switzerland founded to lobby for expatriate voting rights in the Westminster and European Parliaments. Acted as Liaison Officer to the Swiss Political parties. Met regularly with British Government ministers to give overviews of Swiss attitudes and reactions to British policy. Acted as Swiss consultant to the then Prime Minister Margaret Thatcher, the Foreign Secretary, the Home Secretary, and the Ministers of Foreign Affairs, Defence, Trade and Industry, Education, Social Security, Health and Overseas Development.

On behalf of the Arab-Swiss Chamber of Commerce, Alan edited a quarterly economic magazine -- Arab Swiss Co-operation -- devoted to trade in the Arab World and published 17 editions of a yearly book reviewing the economies of the 21 countries in the Arab League.

Education:

Hackbridge Primary School; Sutton County Grammar School (Physics, Chemistry, English and Math), Kingsway College, London (Economics and Sociology), Trainee Journalist on the Caterer and Hotelkeeper, a food and wine magazine.
 

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