38 JOURNAL A RECYCLING BOOM ENORMOUS INTEREST IN RECYCLING MATERIALS Recycling is booming in Germany. Insecurity regarding the procurement of raw materials and the increasing prices for raw materials are leading to a pheno- menal increase in people’s interest in recycling. This is the message being conveyed by the German Industry and Commerce Convention (DIHK) and it is based on the latest analysis made by the German Chamber of Industry and Commerce’s (IHK) recycling bourse. According to this report, about 88,000 companies searched for recycling materials last year by means of an inter-company online bourse. On an exchange platform companies offer other companies reusable waste and production residues free of charge, while other companies can inquire about getting reusable materials from other companies. Nearly 35 per cent more searches were carried out last year than in 2010. The number of ads for recyclable materials which have been posted on the recycling exchange has even increased by 38 per cent. According to the report, the materials that had the highest demand were plastic, metal, paper, cardboard and rubber. < EU TRADE GOOD NEWS FOR INTERNATIONAL COMPANIES There is good news for companies that do business in several EU countries: in the future there is to be one single service centre for declaring and paying your VAT revenue. This was being proposed by the EU Commission. The complexity of the current EU value-added tax system hinders businesses in the domestic market. According to the proposal, providers of telecommunications, broadcasting, or electronic services will be the first to benefit from the reform, which is to take effect on 1 January 2015. The regulation is expected to then be expanded to other goods and services incrementally. The centralised service centre will enable companies to declare and pay their VAT revenue in the member state where their company has its registered office and not where their customers are located. < PUBLIC RELATIONS PR GUARANTEES SUCCESS PSI Journal 3/2012 www.psi-network.de Sending out communications with convincing content on a regular basis is essential for incisively addressing customers and business partners. Public Relations (PR) helps you portray your own company, products, or services in a professional manner, it is useful for setting up brands and it is crucial for building an image. It is important for companies to realise that neither brand nor image building works quickly or easily. PR is of value when companies are also presenting themselves professionally and convincingly in fast-moving media, such as the internet. Thomas Bartel from ICF Public Relations-Consulting GmbH also recommends that small companies attract attention to their companies with the help of a PR consultant, even if they cannot afford a PR department or a press officer, because a good reputation is invaluable for any and every company. <

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