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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 …

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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  • 1. Global PR?
    Do it yourself global PR
    Andrew Arnold, Copywriter and Strategist, Eye for Image
    http://www.eye-for-image.com
  • 2. Aims
    Provide an introduction to the challenges of global PR
    Give you some short-cuts
    Provide some workable tools
  • 3. Introduction
    Andrew Arnold
    Strategist, Eye for Image
    20 years in journalism, communications
    Hill & Knowlton, Hempel, Carlsberg, AFX News, Economist Intelligence Unit, etc.
  • 4. Global PR
    The brand takes centre stage
    Move away from locally-based production
    From distributors to wholly-owned subsidiaries
    Suddenly a global strategy is needed
  • 5. Making sense of it all
    The number of potential titles explodes
    Non-native language skills
    More difficult to plan and report
    But…
    Allows focus and prioritisation
    Demands new ways of working
  • 6. Four approaches
    Build ability in-house
    An independent bureau
    Chain of independent bureaus
    Global, branded bureau
  • 7. In-house
    Advantages
    Guarantees a solid base of knowledge
    Cost-efficient
    Flexible
    Disadvantages
    Limited geographical reach for large campaigns
    Every country adds complexity – language, different media standards
    Danger of complacency/lack of creativity
  • 8. Chain of independents
    Advantages
    Good cost-effective way of adding countries
    Can pick and choose to get the skills needed
    Some common practices
    Disadvantages
    Different ways of working/reporting
    Difficult to share knowledge
    Control issues – who does the local bureau report to?
  • 9. Branded global bureau
    Advantages
    Central co-ordination to fit local cultures
    Good internal procedures, centralised invoicing
    Economies of scale
    Exist outside company politics
    Disadvantages
    Cost
    Needs strong corporate decision-making
  • 10. Making the decision
    What are the needs and priorities?
    B2B or consumer?
    In-house abilities?
    Help from selected bureaus?
  • 11. Denmark’s favourite
    In-house
    Strong culture of
    in-house comms
    Few media outlets
    Professional pride
  • 12. DIY PR
    But what happens when internal comms and marketing get all the resources?
  • 13. DIY PR – how it works
    DIY PR is ‘quick and dirty’
    Focuses on the basics
    Low tech (keep away from the IT dept.)
    Uses readily available content
    Marketing brochures
    Web sites
    Internal publications
    Events
    Re-write first, then write
  • 14. 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.
  • 15. 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.
  • 16. 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.
  • 17. 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.
  • 18. 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.
  • 19. 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.
  • 20. DIY PR
    Become an expert on your own national market or region.
    That way, journalists will want to contact you for information!
  • 21. The journalist –can we help?
    Web pages
    Newswires
    Press releases
    Deadlines
    Emails
    Phone calls
  • 22. 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: box
    Send in batches if possible
    If you get returns – or complaints – delete them straight away
  • 23. Distribution strategy
    Narrow
    OR
    Broad
  • 24. Distribution strategy
    Narrow
    OR
    Broad
    Target is a specific industry
    Limited impact on the general public
    B2B – generally
    Complicated story
    Low company visibility
    Local/regional in nature
    Broad appeal
    Large impact on general public
    Consumer
    Easy story
    Big brand name
    Global story
  • 25. Media lists
    With a little insider information and the internet you can build your own media lists
    Free:
    http://www.cision.com
    http://mediavejviseren.dk/
    Search for existing stories and competitors’ stories and who used them
  • 26. 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…
  • 27. Advantages of bureaus
    News outlets take all bureau copy
    Stories are saved on a database and can be found later
    Internet search engines index stories and the links they contain
    Big bureaus have deals with the other, smaller bureaus (and vice-versa)
  • 28. 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.”
  • 29. 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
  • 30. Adapting to the new landscape
    Social bookmarking can help boost awareness if it is built into the release/blog
  • 31. Adapting to the new landscape
    Pay attention to the key words in your press release
    Good choice of key words will boost your ranking in search engines
  • 32. But… modular is good
    We can re-use existing information
    Serve exactly what the journalist wants
    Feed websites, newswires and bloggers at the same time