DIY Global PR


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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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DIY Global PR

  1. 1. Global PR?<br />Do it yourself global PR<br />Andrew Arnold, Copywriter and Strategist, Eye for Image<br /><br />
  2. 2. Aims<br />Provide an introduction to the challenges of global PR<br />Give you some short-cuts<br />Provide some workable tools<br />
  3. 3. Introduction<br />Andrew Arnold<br />Strategist, Eye for Image<br />20 years in journalism, communications<br />Hill & Knowlton, Hempel, Carlsberg, AFX News, Economist Intelligence Unit, etc.<br />
  4. 4. Global PR<br />The brand takes centre stage<br />Move away from locally-based production <br />From distributors to wholly-owned subsidiaries <br />Suddenly a global strategy is needed<br />
  5. 5. Making sense of it all<br />The number of potential titles explodes<br />Non-native language skills<br />More difficult to plan and report<br />But…<br />Allows focus and prioritisation<br />Demands new ways of working<br />
  6. 6. Four approaches<br />Build ability in-house<br />An independent bureau<br />Chain of independent bureaus <br />Global, branded bureau<br />
  7. 7. In-house<br />Advantages<br />Guarantees a solid base of knowledge<br />Cost-efficient<br />Flexible<br />Disadvantages<br />Limited geographical reach for large campaigns<br />Every country adds complexity – language, different media standards<br />Danger of complacency/lack of creativity<br />
  8. 8. Chain of independents<br />Advantages<br />Good cost-effective way of adding countries<br />Can pick and choose to get the skills needed<br />Some common practices<br />Disadvantages<br />Different ways of working/reporting <br />Difficult to share knowledge<br />Control issues – who does the local bureau report to?<br />
  9. 9. Branded global bureau<br />Advantages<br />Central co-ordination to fit local cultures<br />Good internal procedures, centralised invoicing<br />Economies of scale<br />Exist outside company politics<br />Disadvantages<br />Cost<br />Needs strong corporate decision-making<br />
  10. 10. Making the decision<br />What are the needs and priorities?<br />B2B or consumer?<br />In-house abilities?<br />Help from selected bureaus?<br />
  11. 11. Denmark’s favourite<br />In-house<br />Strong culture of <br />in-house comms<br />Few media outlets<br />Professional pride <br />
  12. 12. DIY PR<br />But what happens when internal comms and marketing get all the resources?<br />
  13. 13. DIY PR – how it works<br />DIY PR is ‘quick and dirty’<br />Focuses on the basics<br />Low tech (keep away from the IT dept.)<br />Uses readily available content<br />Marketing brochures<br />Web sites<br />Internal publications<br />Events<br />Re-write first, then write <br />
  14. 14. DIY PR<br />Start by looking at your business objectives and how you can achieve them. <br />By focusing only on what’s relevant to your needs, you can cut a long list of potential journalists in half. <br />
  15. 15. DIY PR<br />Be choosy. Only target the top two or three publications in each business segment. <br />PR is about building awareness, but some publications are more highly regarded than others. Stick to the ones that matter. <br />
  16. 16. DIY PR<br />Go to the publication’s web site and get hold of its editorial features list. <br />A features list tells you when a magazine will write about a particular topic, use it to plan your communications. <br />
  17. 17. DIY PR<br />Build a list of key publications – and use it. <br />Make a point of contacting the relevant journalists on a regular basis. <br />You don’t have to send a press release. Often, a short email ‘tip-off’ is enough, or just give them a call. <br />
  18. 18. DIY PR<br />Buy a mailing list or have it distributed on a wire service Your story will be used on Google News, MSN and Yahoo.. <br />If someone searches for your company there’s a greater chance they’ll find you. <br />
  19. 19. DIY PR<br />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. <br />You can even ‘blog’ your news and let specific blog search services know when your blog is updated. <br />
  20. 20. DIY PR<br />Become an expert on your own national market or region. <br />That way, journalists will want to contact you for information! <br />
  21. 21. The journalist –can we help?<br />Web pages<br />Newswires<br />Press releases<br />Deadlines<br />Emails<br />Phone calls<br />
  22. 22. Sending tips<br />Don’t send attachments unless you have to<br />Plain text gets through firewalls, spam filters, takes up less space<br />Tell them pictures are available or put a link to the web site<br />Don’t put all the names in the To: box<br />Send in batches if possible<br />If you get returns – or complaints – delete them straight away<br />
  23. 23. Distribution strategy<br />Narrow<br />OR<br />Broad<br />
  24. 24. Distribution strategy<br />Narrow<br />OR<br />Broad<br />Target is a specific industry<br />Limited impact on the general public <br />B2B – generally <br />Complicated story<br />Low company visibility<br />Local/regional in nature<br />Broad appeal<br />Large impact on general public<br />Consumer<br />Easy story<br />Big brand name<br />Global story<br />
  25. 25. Media lists<br />With a little insider information and the internet you can build your own media lists<br />Free:<br /><br /><br />Search for existing stories and competitors’ stories and who used them<br />
  26. 26. Media lists<br />Paid-for bureaus<br />PR Newswire (<br />Business Wire (<br />M2 (<br />PR Web (www,<br />Free services<br />PRXBuilder<br /><br />And others…<br />
  27. 27. Advantages of bureaus<br />News outlets take all bureau copy<br />Stories are saved on a database and can be found later<br />Internet search engines index stories and the links they contain<br />Big bureaus have deals with the other, smaller bureaus (and vice-versa)<br />
  28. 28. The changing landscape<br />75% of journalists want media rich releases1<br />100% feel it is important to have an online newsroom2<br />90% of press releases aren’t read by journalists, let alone used3<br />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.” <br />
  29. 29. Adapting to the new landscape<br />More emphasis on social media, blogging and ‘the wisdom of crowds’<br />Bloggers are great consumers of press releases via news wires<br />
  30. 30. Adapting to the new landscape<br />Social bookmarking can help boost awareness if it is built into the release/blog<br />
  31. 31. Adapting to the new landscape<br />Pay attention to the key words in your press release<br />Good choice of key words will boost your ranking in search engines<br />
  32. 32. But… modular is good<br />We can re-use existing information<br />Serve exactly what the journalist wants<br />Feed websites, newswires and bloggers at the same time<br />