1 / 41

May 3, 2011, Prague

MIND THE GAP Public Relations across cultures. “International PR – challenges, opportunities and 2015 vision”. May 3, 2011, Prague. Yasmine Boucetta, LEWIS PR. About LEWIS PR. Global strength, local expertise. 40%. LEWIS PR campaigns are multinational.

prema
Télécharger la présentation

May 3, 2011, Prague

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. MIND THE GAP Public Relations across cultures “International PR – challenges, opportunities and 2015 vision” May 3, 2011, Prague Yasmine Boucetta, LEWIS PR

  2. About LEWIS PR

  3. Global strength, local expertise 40% • LEWIS PR campaigns are multinational • Founded by journalists, run by journalists • Private company, flexible approach • 25 wholly-owned international offices • Integrated PR and social media campaigns • Dedicated international coordination team • Comprehensive measurement methods

  4. 25 wholly-owned locations EMEA Antwerp Barcelona BUDAPEST Düsseldorf Eindhoven Frankfurt Lisbon London Madrid Milan Munich Paris Prague Stockholm Warsaw US Boston San Diego San Francisco Washington DC APAC New Delhi Hong Kong Mumbai Singapore Sydney

  5. EMEA lead agency experience

  6. State of PR

  7. Definition • PR is much broader than media relations, it includes: • Crisis public relations - responding to negative accusations or information • Industry relations - providing information to trade bodies • Government relations - engaging government departments to influence policymaking • Public relations is used to build rapport with employees, customers, investors, voters, or the general public • International PR • Supports company’s overall marketing goals • Needs to be localised/tailored for local success

  8. Evolution and trends BEFORE NOW • Monologue • Handful of tools • Very local • Long cycles • Verified information • Independent from marketing • Poor measurement • Dialogue • Great variety of tools • More global • Immediate cycles & media-driven world • Fast but not always accurate • Integrated with marketing • Very ROI-driven 2001 2011

  9. Yesterday reputation

  10. Today reputation

  11. In the room today Local Czech Republic companies Subsidiaries of Global or European companies

  12. Common denominators • PR is changing • It’s becoming professional & sophisticated • Marketing and PR go hand in hand • When budgets are cut, PR is the first victim

  13. PR survey key findings

  14. Survey methodology • Assess state of PR in Czech Republic • 12 questions sent to Czech marketing/PR professionals • Between March 15 and April 15 • 70 responses collected

  15. Key findings – 1/2 • 56% of respondents reported that central content does not meet local market needs • 30% don’t get enough information and guidance from the headquarters • Advertising payment is a barrier for doing PR in CZ for 54% • 41% think the content of PR news is too much sales driven and less oriented/adapted for media needs

  16. Key findings – 2/2 • 68% alreadyuse social media in comms but 32% still don’t • 52% of those not using social media say it’s not a relevant comms channel for their business • Facebook is leading social media tool with 86%, followed by YouTube (52%) and LinkedIn (45%) • 35% don’t measure their social media initiatives

  17. Recommendations • PR campaigns should reflect Corporate goals yet be tailored for local success • Content should be adapted for PR and not too sales driven – include hard facts and proof points • Education is still needed around social media as PR pros are missing the opportunity • Clear objectives and metrics must be implemented ahead of any PR campaigns

  18. PR processes

  19. Our approach to generate results Content optimisation Engagement community client Content creation Measurement

  20. Check list Identify your target audience(s) Develop tailored messages Create content and pitch to media Set measureable PR objectives

  21. Our coordinated approachStructure CLIENT Defines campaign strategy, direction and overarching message, liaises with creative and coordination teams CREATIVE TEAM Develops PR messages, central ideas, content and campaign themes COORDINATION TEAM Plans activities, shares content with PR network, monitors implementation and evaluates EMEA PR network Localises material, pitches to relevant publications and shares results

  22. PR measurement

  23. Measurement – metrics IT’S ALL ABOUT ENGAGEMENT VIEW INTERACT CONTRIBUTE TRANSACT Sales leads Inquires Subscriptions Conversions PR & SOCIAL MEDIA ROI Clippings Views Readership Traffic Unique visitors Followers Fans Downloads Links UGC* Retweets Reviews Advice, training & support from LEWIS PR *User Generated Content

  24. Measurement – reporting Campaign sharing & reporting tools • Extranet – PR content (photos, releases, ideas, plans, awards) and best practice sharing platform • 24/7 access, customisable • Ensures consistency, saves time • Promotes PR internally, justifies spend Online Reporting Tool – PR activity reported by category (release, interview, product test, coverage). Excel downloads available for global/regional reports

  25. Challenges

  26. Challenges faced by local PR pros • No clear guidelines from headquarters or local management • Limited resources and budget • Difficulties to justify PR spend • No content/news or not enough content

  27. International PR challenges • Understand local business issues, politics & know local audiences • Know media landscape and differences in journalistic approach • Find message themes that connect with audiences across borders and cultures • Consider local language issues and different time zones

  28. PR tips

  29. Key success factors • Tailor the message and content to the audience • Explore all channels – traditional and social – and use variety of tactics • Fast and opinionated comments will get you noticed • Elevate debate (convert technical messages into business messages) & showcase benefits versus products/services functionality • Prioritise quality over quantity • Show differentiators • Speak with one voice for more impact

  30. How to optimise what exists? • Enhance press releases with SEO tactics • Leverage customer and channel events • Transform existing content into visuals

  31. How does international PR help? • Sets strategy, messages and campaign direction • Provides countries with PR content • Implements measurement metrics and objectives • Supports countries with tips and best practice examples • Increases internal relationships and communications Drives the campaign for more efficiency and success

  32. Case studies & testimonials

  33. EMEA lead agency Goal: Save time to focus on strategic planning • Drive campaign centrally (strategy, messaging, plans, content) for countries to localize & implement • Central monitoring of industry news, to avoid duplication, creating additional media opportunities • Coordination of product launches to create buzz and higher impact on regional sales One of LEWIS PR’s strengths is that the agency reacts very quickly to industry news and market situations, which adds a lot of value to our company. I can totally rely on the strong support from LEWIS to lead the campaign both strategically and operationally. Claudia Lanzinger, Director Media Communications EMEA, Siemens PLM Software • Strategy and approach: • Impact of coordination: • Provide strategic single point of liaison allowing time • savings and economies of scale • Allows faster responses to breaking news • Brand has become stronger and now identified as • a leading player in the PLM industry

  34. Further client testimonials “The success of a global brand like Lexmark is really supported by consistent strategy and messaging across all markets, and that’s where we really see the value of a single international PR network and of a coordinated approach. The results achieved by one pan-EMEA agency, both in terms of quality and quantity, speak for themselves with Lexmark currently working with LEWIS PR in a total of 7 countries across EMEA.” Norbert Neumann, PR Manager EMEA, Lexmark “The EuroCloud launch project would not have been the success it is today across 20+ countries, just five months after its launch, without a coordinated PR approach across Europe and the credibility of a PR agency recognised internationally in the cloud computing sector and other areas. All these criteria have been met by LEWIS, whose team showed as much dedication and commitment to EuroCloud as if it was a project of their own.” Pierre-José Bilotte, Founder of EuroCloud and President of EuroCloud France

  35. 2015 vision

  36. What to expect tomorrow • More personalised PR • More PR platforms for journalists • Increase of blogs / online channels • More monitoring and measurement – return on engagement • Multimedia content – digital releases, videos, infographics, apps • Twitter, Facebook and LinkedIn will continue to be important but niche / industry-specific networks will be of greater value in the future

  37. Perspectives for Czech Republic • Eastern Europe becomes an increasingly attractive market for international companies • Some companies will choose Prague as its hub for EMEA PR (Prague is central and classified as a global city)

  38. How did you watch the Royal Wedding? • Newspaper? • Blog? • TV? • Video / livestream? By 2015, video / streaming will play a major role in PR

  39. Key takeaways • Social media is changing the face of PR • Measurement will become more important • A tailored approach is the key to success • International PR brings strategic approach to PR

  40. Questions & Answers

  41. Any further questions?Yasmine Boucetta - +49 89 17 30 19 40 / yasmine.boucetta@lewispr.comhttp://www.linkedin.com/in/yasmineboucettahttp://twitter.com/yasmineboucetta

More Related