International Public Relations


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A introduction to international public relations - what it is, how it differs from advertising, how PR in Israel differs from North America, and how to work effectively with the media.

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International Public Relations

  1. 1. Josh TurnerJosh Turner Communications & Public Relations
  2. 2. Agenda What is public relations? PR vs. advertising PR in Israel vs. North America Working effectively with the media
  3. 3. What is public relations?Explaining to the public what an organization does, so they will understand it and approve of it. Approval can lead to  Increased sales  New investors  Strategic partnerships  People who want to work for you
  4. 4. Media relations Working with reporters, editors and producers Giving them an opportunity to do a news story on your company Reporters love hearing about great story opportunities
  5. 5. How to get media attention? Make sure you have an interesting story or something interesting to say Examples  New product  Company milestone  Interesting statistic  New strategic partnership
  6. 6. How to approach reporters? Make a pitch with an opportunity  Interview  Visit facility  Attend an event  Press release about the company Set appointment with reporter Reporter submits his or her news story
  7. 7. Effective press release DOES YOUR CHILD HAVE A DRINKING PROBLEM?Recent statistics show that only 66% of children in Ontario aged 6 to 11 drink enough milk on a daily basis Issued by the Dairy Farmers of Canada Led to several stories in the media the next day
  8. 8. PR vs. advertisingPublic Relations Advertising Free  Expensive Credible  Biased The main “story”  The “filler” Quicker to launch  Slower to launch Content (uncertain)  Content (certain) Timing (uncertain)  Timing (certain) Placement (uncertain)  Placement (certain)
  9. 9. PR vs. advertisingNo one  buys a newspaper  watches TV  listens to radio  surfs the web for the ads.
  10. 10. PR vs. advertisingPublic Relations Advertising Free  Expensive Credible  Biased The main “story”  The “filler” Quicker to launch  Slower to launch Content (uncertain)  Content (certain) Timing (uncertain)  Timing (certain) Placement (uncertain)  Placement (certain)
  11. 11. Major event dominating media
  12. 12. Media relations inIsrael and North America
  13. 13. Differences: Israel and N. America1. Pitch locally2. Reporter – PR relationship3. Media landscape
  14. 14. Pitch locally Pitch to local interest of the region Success in Israel does not mean North American media coverage Even internationally read papers try to appeal to their main readership
  15. 15. Pitching to North America Is your product or service available in North America? Are some of your key managers from there? Do you have business partners or investors there? Do you have customers from there?
  16. 16. Reporter-PR relationship Relations between reporters and PR consultants are less close in North America than in Israel Very strict line between PR and journalism in North America More room to develop new relationships with reporters
  17. 17. Media in Israel vs. N. America Regional news is national news in Israel Canada and US news much more localized Wider array of publications in North America  Trade and special interest magazines
  18. 18. Sudden news Story can easily be pushed out with sudden news in Israel Many conflicts or events in region to report on  Egypt  Syria  Iran Fewer dramatic news stories in North America
  19. 19. Common mistakes with media Ignorance of the media agenda Poor preparation/no story Feeling obliged to talk Lapsing into a conversation
  20. 20. Good media relations Treat media interviews like important business meetings Prepare and rehearse your messages and answers Be polite, accessible, helpful and careful Accentuate the positive with future oriented language
  21. 21. And finally… Always tell the truth The truth, the whole truth and nothing but the truth Go for two out three
  22. 22. A bit about me… Ten years’ experience in international PR Business-to-business and consumer market Helping businesses find new customers and new business relationships
  23. 23. Contact me