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Growing globalisation places greater demands on PR. How do you start expanding your PR efforts when you are only used to national PR. Andrew Arnold from Eye for Image explains how you can quickly and easily move into global PR.
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Global PR?
Do it yourself global PRAndrew Arnold, Copywriter and Strategist, Eye for Image
http://www.eye-for-image.com
Aims
Provide an introduction to the challenges of global PRGive you some short-cutsProvide some workable tools
Introduction
Andrew ArnoldStrategist, Eye for Image20 years in journalism, communicationsHill & Knowlton, Hempel, Carlsberg, AFX News, Economist Intelligence Unit, etc.
Global PR
The brand takes centre stageMove away from locally-based production From distributors to wholly-owned subsidiaries Suddenly a global strategy is needed
Making sense of it all
The number of potential titles explodesNon-native language skillsMore difficult to plan and report
But…Allows focus and prioritisationDemands new ways of working
Four approaches
Build ability in-houseAn independent bureauChain of independent bureaus Global, branded bureau
In-house
AdvantagesGuarantees a solid base of knowledgeCost-efficient
Flexible Disadvantages
Limited geographical reach for large campaignsEvery country adds complexity – language, different media standardsDanger of complacency/lack of creativity
Chain of independents
AdvantagesGood cost-effective way of adding countriesCan pick and choose to get the skills neededSome common practices
DisadvantagesDifferent ways of working/reporting Difficult to share knowledgeControl issues – who does the local bureau report to?
Branded global bureau
AdvantagesCentral co-ordination to fit local culturesGood internal procedures, centralised invoicingEconomies of scaleExist outside company politics
DisadvantagesCostNeeds strong corporate decision-making
Making the decision
What are the needs and priorities?B2B or consumer?In-house abilities?Help from selected bureaus?
Denmark’s favourite
In-house
DIY PR
But what happens when internal comms and marketing get all the resources?
DIY PR – how it works
DIY PR is ‘quick and dirty’Focuses on the basicsLow tech (keep away from the IT dept.)Uses readily available content• Marketing brochures• Web sites• Internal publications• Events
Re-write first, then write
DIY PR
Start by looking at your business objectives and how you can achieve them. By focusing only on what’s relevant to your needs, you can cut a long list of potential journalists in half.
DIY PR
Be choosy. Only target the top two or three publications in each business segment. PR is about building awareness, but some publications are more highly regarded than others. Stick to the ones that matter.
DIY PR
Go to the publication’s web site and get hold of its editorial features list. A features list tells you when a magazine will write about a particular topic, use it to plan your communications.
DIY PR
Build a list of key publications – and use it. Make a point of contacting the relevant journalists on a regular basis. You don’t have to send a press release. Often, a short email ‘tip-off’ is enough, or just give them a call.
DIY PR
Buy a mailing list or have it distributed on a wire service Your story will be used on Google News, MSN and Yahoo.. If someone searches for your company there’s a greater chance they’ll find you.
DIY PR
Use your web site actively. Make sure your news can be found by search engines through the smart use of keywords or by making an RSS feed. You can even ‘blog’ your news and let specific blog search services know when your blog is updated.
DIY PR
Become an expert on your own national market or region. That way, journalists will want to contact you for information!
The journalist –can we help?
New
swir
esWeb pages
Deadlines
Emails Phone calls
Press releases
Sending tips
Don’t send attachments unless you have to• Plain text gets through firewalls, spam filters, takes up
less space• Tell them pictures are available or put a link to the web
site
Don’t put all the names in the To: boxSend in batches if possibleIf you get returns – or complaints – delete them straight away
Distribution strategy
OR
Distribution strategy
Target is a specific industryLimited impact on the general public B2B – generally Complicated storyLow company visibilityLocal/regional in nature
Broad appealLarge impact on general publicConsumerEasy storyBig brand nameGlobal story
OR
Media lists
Free:http://www.cision.comhttp://mediavejviseren.dk/Search for existing stories and competitors’ stories and who used them
With a little insider information and the internet you can build your own media lists
Media lists
Paid-for bureaus• PR Newswire (www.prnewswire.co.uk)• Business Wire (www.businesswire.com)• M2 (www.m2.com)• PR Web (www,prweb.com)Free services• PRXBuilder• OpenPR.com• And others…
Advantages of bureaus
News outlets take all bureau copyStories are saved on a database and can be found laterInternet search engines index stories and the links they containBig bureaus have deals with the other, smaller bureaus (and vice-versa)
The changing landscape
75% of journalists want media rich releases1
100% feel it is important to have an online newsroom2
90% of press releases aren’t read by journalists, let alone used3
1PR Week July 18, 2007, 2 Public Relations Society of America PR Tactics, July, 2007, 3. “The new rules of PR: How to create a press release strategy for reaching buyers directly.”
Adapting to the new landscape
More emphasis on social media, blogging and ‘the wisdom of crowds’Bloggers are great consumers of press releases via news wires
Adapting to the new landscape
Social bookmarking can help boost awareness if it is built into the release/blog
Adapting to the new landscape
Pay attention to the key words in your press releaseGood choice of key words will boost your ranking in search engines
But… modular is good
We can re-use existing informationServe exactly what the journalist wantsFeed websites, newswires and bloggers at the same time