"Do you speak global?" Internationale Kommunikation und Pressearbeit


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Wie erreicht und begeistert man Journalisten und Zielgruppen in anderen Ländern? Was sind die neuesten Trends der globalen Kommunikation? Was müssen Pressesprecher und PR-Fachleute wissen, wenn es um die weltweite Nutzung von Mobile, Multimedia und Social Media geht? Diese und andere Fragen erklärt Christopher Barron von unserem internationalen Partner www.prnewswire.com in dieser Präsentation (Grundlage einer Roadshow in acht deutschen Städten im Juli 2014).

• Case Studies and examples of successful PR campaigns from leading brands worldwide.
• Demand audience attention - Creating your brand's visual moment of truth.
• Close up: How the U.S and Asia view and share news.
• Understanding the role of a news agency and how to engage with them around the globe.
• Presentation of NEW 2014 survey results of corporate and marketing
communications professionals worldwide.


Published in: Business, News & Politics
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"Do you speak global?" Internationale Kommunikation und Pressearbeit

  1. 1. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT TRUST RELIABILITY DELIGHT
  2. 2. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT CHRISTOPHER BARRON Sales Manager, D.A.CH and Mediterranean Regions
  3. 3. CHRISTOPHER BARRON Sales Manager, D.A.CH and Mediterranean Regions TODAY WE WILL TALK ABOUT……. - Survey results - Americans - Chinese and APAC Regions - Demanding attention - Using Multimedia - Live examples
  4. 4. TRUST RELIABILITY DELIGHT Publish a steady stream of content Keep it relevant & interesting
  5. 5. Who is PR Newswire?
  6. 6. PR Newswire is the global leader in innovative communications and marketing services, enabling organizations to connect and engage with their target audiences worldwide.
  7. 7. Sampling of Customers
  9. 9. Survey Results
  10. 10. Source: 2013 survey of corporate and marketing communications professionals by leading professional services firm. We asked corporate and marketing communications pros: In what ways does content distribution add value?
  11. 11. Source: 2013 survey of PR Newswire for Journalists members. We asked Journalists: What are your top 3 sources for stories? Half of journalists polled check Wire services at least once a day.
  12. 12. Source: Burson Marsteller
  13. 13. Source: The American Journalist in the Digital Age – Indiana University May 2014
  14. 14. Multimedia Drives Discovery
  15. 15. “International”
  16. 16. “Every country is different! There are pitfalls that if you don’t know about, can seriously damage the outcome of your communications,”
  17. 17. What makes a truly good international press release? 1. Find the “Human Effect” 2. Make content locally relevant 3. Use multiple languages/formats 4. Use multimedia 5. Timing
  18. 18. 此页有误吗? What’s wrong with this slide? 这里您能否看懂? Can you read this? 如您是记者,能否先将此内容译成英文,然后参考此内容撰稿,以上均 需按时交付。 If you were a journalist would you take the information here, mentally translate it into English, and then write a story on it, all while making Deadline? 如您无法做到,能否了解您为何考虑在中国发布中文通讯稿。 If not, why would you send an English release to China? This goes for all other countries too…
  19. 19. What release? • When is your audience looking for news? • Simultaneous worldwide NEVER works, unless it’s an entertainment event. Stagger announcements to coincide with viewer interest. • Don’t issue releases on the hour or half hour. Be a rebel. Send a release at 9:17 am. • Global holidays. Every other country has more than we do…. Knowing when they are is key. • Remember – embargoes are not commonly honored worldwide.
  20. 20. ASIA PACIFIC Telling Your Story in Asia
  21. 21. Opportunities in Asia Pacific e-commerce from China is strong, gross merchandise volume at Taobao surpassed Amazon & eBay combined FDI (Foreign direct investment) into China increased by more than 20% in 2013 89 mainland Chinese companies are on the Fortune Global 500 China is the world’s biggest luxury market measured by the nationality of the buyer CHINA China’s passenger-vehicle sales rose 14% in the country in 2013 World's second-largest economy by both nominal total GDP and purchasing power parity (PPP). 2013 GDP growth rate at 7.7%. Average growth rate is around 8.8% Y-o-Y in the past 5 years. The country budgeted $105.9 bn for railway investment in 2013, and plan to expand the network to 272,000km by 2050.
  22. 22. Opportunities in Asia Pacific Famous for its tax-free retail shopping, the city’s total retail sales reach US$52 billion. World’s 3rd Largest financial center The world's most services- oriented economy, with services sectors accounting for more than 90% of GDP The largest foreign investment source of the Chinese mainland No wine duties since 2008. Quickly becoming the regional wine trading and distribution hub in Asia, especially China HONG KONG World’s 4th largest financial center Singapore has the third-highest per capita income in the world. Offering generous income-tax and capital-gains rates to attract wealthy spenders and taxpayers. The top destination for U.S. investments in Asia The technology sector contributes US$79 bn to the economy, represent at 23.0% YoY growth SINGAPORE
  23. 23. Opportunities in Asia Pacific Car sales are also growing rapidly with a 11% increase YoY, exceeding 1 million in 2013 Consumption accounts for almost 50% of GDP growth. Companies struggle to keep up with demand for the essentials of a consumer society. It’s a mobile-first internet market with intense competition between mobile companies. Projected to have 149 million internet users by 2015. Indonesia is creating a middle-class in a 30% growth rate, more than India and bigger than elsewhere in the region Its fastest-growing product is ice-cream, followed by skincare products. INDONESIA
  24. 24. 0 100 200 300 400 500 600 Internet Users Dec 2013 (million) Internet Users (million) Asia Pacific Media Landscape Overview * Source: WAN (World Association of Newspapers) Traditional Media: Print & Broadcast • Top 3 largest national newspaper markets are all in Asia: China, India, and Japan (US is a distant fourth) * • 8 of the world’s 10 biggest paid-for-daily newspapers are printed in Asia* Digital Media • 1.25 billion Internet Users in APAC with 32% Internet Penetration rate (47.5% of internet users are in APAC) Mobile & Social Media • Asia-Pacific has 56% of the world’s mobile phones, 52% of the world’s smartphones, and consumers spend more than two hours on mobile and tablet devices each day. • 1.8 billion Active Social Network Users (52.2% of Global Social Media Users) with 26% Social Networking Penetration 0 500 1000 1500 2000 2500 3000 3500 No. of Television Broadcast Stations No. of Television Broadcast… Targeting & Distribution
  25. 25. Xinhua News Agency: the Primary News Agency in China Xinhua News Agency • The largest wire service in the world, provides daily, 24-hour news information to the world in Chinese and English. • The government’s primary collector and distributor of information in China • The most authoritative source on Chinese government affairs. • Responsible for creating many of the media controls regarding censorship in China. China News Agency has a much smaller influence on all fronts Targeting & Distribution
  26. 26. CCTV = CCTV • With a penetration rate of 97%, television is the core method of news consumption for many of China’s 1.3 billion citizens. • Strict censorship guidelines continue to pose an issue in China’s television space.  374 television channels  20 channels under the CCTV brand Targeting & Distribution
  27. 27. China Search Engine market share:Google  Baidu continues to keep its grip on about 73% of the search engine market share, with Google hanging just shy of 5%. Targeting & Distribution
  28. 28. China's Social Networking Landscape is Diverse and Thriving Targeting & Distribution
  29. 29. Hong Kong & Macau  24 x 7 Local editorial support  Dedicated media research team Local support and capabilities • Hong Kong has 51 daily newspapers, 684 periodicals, 2 domestic free television channels and 3 pay television service channels • People read an average of two newspapers daily • 69% internet penetration rate • Facebook is the most popular social media platform, while Sina Weibo is also gaining popularity • Google is the top search engine whereas Yahoo! Hong Kong is a close second
  30. 30. Taiwan • Taiwan is ranked very high on global press freedom index, just behind New Zealand and Australia in APAC region • There are over 2,000 newspapers and 8,000 magazines and 5 over-the-air TV stations • Major news agency in Taiwan is Central News Agency (CNA) • 75% internet penetration rate • Yahoo! Taiwan is the top search engine followed by Google
  31. 31. Distribution & Targeting Singapore • Singapore is a strategic centre for English speaking audience in South East Asia • Top most influential newspapers: The Straits Times and The Business Times (published by Singapore Press Holdings) • MediaCorp is the largest and only terrestrial TV broadcaster • Top news sites include Yahoo! Singapore, AsiaOne, ChannelNewsAsia • 77% internet penetration rate • Google dominates the search market in Singapore • Facebook, LinkedIn and Twitter are the most popular social media networks
  32. 32. Malaysia • Most media outlets are either owned directly by the Government of Malaysia or owned by the major political party: Barisan Nasional • Media Prima Group is the largest media group, with media assets across TV, Print, Outdoor, Radio, and Digital • Broadcast media is still relevant and strong, but as conventional media is tightly controlled by government, digital platforms are growing very quickly. Online News portals such as Malaysiakini and The Malaysia Insider take advantage of the government’s pledge not to censor the internet. • 66% Internet penetration, with 19M internet users • Most popular social networks: Facebook, Twitter, LinkedIn • Google is the most popular search engine in Malaysia
  33. 33. Japan • Of the top 10 world newspapers by circulation, 50% are from Japan • Kyodo news service and Jiji press are key news service agencies. Largest newspapers: Yomiuri Shimbun, Asahi Shimbun, Mainichi Shimbun, Nihon Keizai Shimbun, Sankei Shimbun • NHK is the largest broadcasting station with 54 stations, 5 television channels and 3 radio stations. More than 66% of the population uses this channel as their key source of information gathering. • The top 3 search engines are Yahoo! Japan, Google and MSN. Most popular portals: Yahoo! Japan, goo, livedoor, MSN and infoseek •Japan is #1 in the world in terms of average time spent on blog surfing. Most influential blogs: FC2, Ameba, livedoor Blog, Seesaa Blog and Yahoo! Japan Blog • Top 3 social media networks are Twitter, Facebook and Mixi • In 2013, 42 % of the population are using smartphones and is expected to jump to 62% in 2014. LINE is the most popular instant messaging app in Japan which has 50 millions users
  34. 34. South Korea • South Korea is one of the most connected countries in the world with the fastest internet connection speed (Almost four times the world average) and a tech savvy population • Korea has approximately 39 million internet users and has one of Asia’s highest internet penetration rates of 80.9% • Mobile technologies are increasingly impacting how businesses reach their customers and clients. 1 out of 5 use mobile with 85.4% mobile penetration • Broadcast is the most influential media. The major stations are KBS and MBC (public service broadcasters) • Newspaper readership is high in South Korea with more than 100 national and local dailies including leading newspapers Chosun Iibo and Dong IIbo • South Korea has one of the world's biggest blogging communities, second only to China. Popular blog hosting sites include Naver blog and Daum blog • Global social media websites Facebook and Twitter are starting to become more popular, with Facebook surpassing local social network Cyworld • Naver is the largest search site in Korea, followed by Daum being the second largest search site
  35. 35. Thailand • The Thailand government has majority control over news corporations. Thai Rath is Thailand’s most influential newspaper. Most popular English-language dailies include Bangkok Post and The Nation • TV is by far the most popular medium in Thailand, almost 80% of Thais rely on TV as their primary source of news. Major TV stations are owned and controlled by the Royal Thai Army. • 35% internet penetration rate (25M users) • Facebook , Twitter, and Instagram are the most popular social media platforms. LINE is the most popular instant messaging platform. • After the Thai coup, on May 29, 219 sites were blocked because they were deemed a threat to the country. Facebook was blocked for 1 hour on May 23 as there was too much content on criticism of the Thai military.
  36. 36. Indonesia • Indonesia has the 4th largest population in the world – 250M • Internet population is 71M at end of 2013; penetration low at 28%. Projected to more than double to 149M by 2015 • Top and most influential newspapers: Kompas and Suara Merdeka. Largest English-language daily newspapers are Jakarta Post and Jakarta Globe • 11 National TV channels: 1 state-owned public channel: Television of Republic of Indonesia (TVRI), and 10 national private channels. 350 local TV stations • 64M Facebook users (90% of internet population), followed by Twitter (30M accounts), Google+ (612K, 5th biggest Google+ country) • Google dominates the search market in Indonesia
  37. 37. Philippines • Top 3 newspapers are Philippine Daily Inquirer, The Philippine Star and Manila Bulletin •The largest broadcast networks are ABS-CBN and GMA. TV still consumes the most amount of media time •Internet penetration is about 36%, the 2nd biggest digital market and the highest in terms of mobile video usage in South East Asia. •Top search engines are Google and Yahoo! •Top social media sites are Facebook, Instagram and Twitter • 39% smartphone penetration and 63% search on their smartphones everyday
  38. 38. Australia & New Zealand • There are 2 national (The Australian and The Australian Financial Review) and 10 state daily newspapers, 37 regional daillies and 470 other regional/suburban newspapers. All major newspapers are owned by News Limited or Fairfax Media. • 2 National public broadcasters, the Australian Broadcasting Corporation and the Special Broadcasting Service. 3 major commercial TV networks: the Nine Network, the Seven Network, and Network Ten • 82% Internet Penetration • Most popular social networks are Facebook, LinkedIn, and Twitter • Google dominates the search market in Australia, followed by Yahoo!
  40. 40. One in five people 1 in 5 people
  41. 41. Source: PR Newswire web analytics. more multimedia = more views Increase in average online views per press release, when multimedia elements are added.
  42. 42. It only takes us 150 milliseconds to process an image Source: http://neomam.com/interactive/13reasons/
  43. 43. DALLAS, March 13, 2014 /PRNewswire-USNewswire/ -- Paleontologists from the Perot Museum of Nature and Science in Dallas have discovered a new genus and species of a tyrannosaur that once roamed the ancient Arctic lands of Northern Alaska. Compared to its cousin Tyrannosaurus rex, this new animal, which has been formally named Nanuqsaurus hoglundi, is a pygmy. The first name honors the Inupiat people whose traditional territory includes the land where these bones were found, and the second name is in honor of Dallas entrepreneur and philanthropist Forrest Hoglund, whose extraordinary leadership helped raise $185 million to build the new Perot Museum, which opened in late 2012. The scientific paper describing the find – entitled "A Diminutive New Tyrannosaur from the Top of the World" – has been posted today on the prestigious science journal PLOS ONE, an international, peer-reviewed, open-access online journal that features reports on primary research from all scientific disciplines. Dallas paleontologists Anthony R. Fiorillo, Ph.D., the Perot Museum's curator of earth sciences, and Ronald S. Tykoski, Ph.D., fossil preparator at the Museum, co-authored the report. To read their entire manuscript and view renderings, go to http://dx.plos.org/10.1371/journal.pone.0091287. "The 'pygmy tyrannosaur' alone is really cool because it tells us something about what the environment was like in the ancient Arctic," said Fiorillo. "But what makes this discovery even more exciting is that Nanuqsaurus hoglundi also tells us about the biological richness of the ancient polar world during a time when the Earth was very warm compared to today.“ Fiorillo, who was recently named a Fellow to the internationally renowned Explorers Club in New York City due to his stature as a polar dinosaur authority, discovered what would eventual be known as the Nanuqsaurus hoglundi in 2006 while excavating Alaska's North Slope in the Prince Creek Formation. The excavation site – about 13 x 13 feet in size – is located almost 400 miles northwest of Fairbanks and many miles above the Arctic Circle on lands managed by the Bureau of Land Management. The research was funded by the National Science Foundation Office of Polar Programs. Perot Museum Paleontologists Discover Pygmy Tyrannosaur That Roamed Ancient Arctic Lands Of Alaska Illustration By Karen Carr
  44. 44. Use Less Words
  45. 45. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Results displayed as an infographic, which was also published on both our blog and on PR News. Partnering with PR News, we designed a survey about multimedia content And smaller graphic elements to promote our the infographic blog post across our social channels.Converted infographic into a presentation published to SlideShare Results published in an article on PR News and a series of posts on our blog. Walked through results in a live Webinar, which we promoted in our eNewsletter and via release. From the webinar, we generated a recorded version as well as a deck to share on SlideShare. CASE STUDY
  46. 46. Case Study
  48. 48. Multimedia is more often SHARED IN SOCIAL MEDIA
  49. 49. On Facebook’s top brand pages Videos are shared 12 TIMES MORE than text or links 12x Photos receive TWICE AS MANY LIKES as text updates. 2xSource: Inc. Magazine, 2013
  50. 50. 68%Of us are likely to purchase based on their friends social media recommendations. Source: Harris Interactive Poll, January 2014
  52. 52. of what they SEE & DO 80%of what they READ 30% Source: Lester, P. M. (2006). Syntactic Theory of Visual Communication. Multimedia also leaves a lasting impression
  53. 53. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT 20102013 Still, multimedia is added to only 14% of releases. Multimedia usage doubled.
  54. 54. Source: 2013 PR Newswire & PR News Multimedia Survey http://blog.prnewswire.com/2013/08/27/79-of-pr-pros-believe-video-is-underutilized-infographic/
  55. 55. Source: PEW
  56. 56. Over half of consumers in Germany now use a smartphone, compared with 41% in 2013
  57. 57. 60% 20% of U.S. adults Source: GFK Facebook study, March 2014 of U.S. adults use 3 devices daily use 2 devices daily
  58. 58. 40% Start an activity on one device, but finish it on another. Source: GFK Facebook study, March 2014
  59. 59. IT All Starts With A Good Headline If Your Content Is A Gift, Then Your Headline Is The Wrapping. Would your rather get…..
  60. 60. …this?
  61. 61. …or THIS?
  62. 62. 80/20 RULE Headline Article For every 10 people that see your headline… …8 will only read the headline… …and only 2 will make it to the article.
  63. 63. • Make your news easy to read and digest. Think “info-snacks” • Use bold to separate ideas – But Don’t Overdo It! • Bullet points are great to use. – Make this your Tweet. •Think about having a “Quotes” section instead of burying the quote. •Easy To Read means Easier to Use! Structure of Content
  64. 64. Image sources: • http://ebooks.adelaide.edu.au/f/fitzgerald/f_sc ott/gatsby/chapter1.html • AP Text may tell the story, but visuals capture the audience
  65. 65. Content Must Be Appealing
  66. 66. TRUST RELIABILITY DELIGHT Publish a steady stream of content Keep it relevant & interesting