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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.

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MIND THE GAP

Public Relations across

cultures

“International PR – challenges, opportunities and 2015 vision”

May 3, 2011, Prague

Yasmine Boucetta, LEWIS PR



Global strength local expertise
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


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




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


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


Yesterday
Yesterday

reputation


Today
Today

reputation


In the room today

Local Czech Republic companies

Subsidiaries of Global or European companies


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


Pr survey key findings
PR survey key findings


Survey methodology
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


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


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


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



Our approach to generate results

Content optimisation

Engagement

community

client

Content creation

Measurement


Check list

Identify your target audience(s)

Develop tailored messages

Create content and pitch to media

Set measureable PR objectives


Our coordinated approach structure
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



Measurement metrics
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


Measurement reporting
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



Challenges faced by local pr pros
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


International pr challenges
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



Key success factors
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


How to optimise what exists
How to optimise what exists?

  • Enhance press releases with SEO tactics

  • Leverage customer and channel events

  • Transform existing content into visuals


How does international pr help
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



Emea lead agency
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


Further client testimonials
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



What to expect tomorrow
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


Perspectives for czech republic
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)


How did you watch the royal wedding
How did you watch the Royal Wedding?

  • Newspaper?

  • Blog?

  • TV?

  • Video / livestream?

By 2015, video / streaming will play a major role in PR


Key takeaways
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



Any further questions?Yasmine Boucetta - +49 89 17 30 19 40 / [email protected]://www.linkedin.com/in/yasmineboucettahttp://twitter.com/yasmineboucetta


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